Lotte Department Store to Open 'Lotte Mall Velitown Cheongnyangni' on Oct. 23, Its First New Seoul Location in 15 Years

Connected to Cheongnyangni Station, spanning 5,400 pyeong

80% of around 50 brands are first-of-their-kind or largest stores

Experiential offerings from Bellygom, Musinsa and Bandai Namco

New mall to connect with existing department store to create Seoul's third "Lotte Town"

Lotte Department Store said on October 22 that it will open a next-generation mixed-use shopping mall, Lotte Mall Velitown Cheongnyangni, in Cheongnyangni, Dongdaemun-gu, Seoul, on October 23. It is the company’s first new location in Seoul in 15 years, since its Gimpo Airport branch opened in 2011.

The new mall will occupy 5,400 pyeong of floor space, from the first basement level to the fourth floor of the Lotte Castle SKY-L65 Landmark Tower. It will be connected to the existing Lotte Department Store Cheongnyangni branch and is designed as a “highly concentrated shopping mall,” bringing together key brands and experiential content instead of focusing on a larger footprint.

Exterior of Lotte Mall Belitown Cheongnyangni, located in Jeonnong-dong, Dongdaemun-gu, Seoul. Lotte Department Store.

Lotte Department Store cited rising demand from the surrounding area as redevelopment continues in Cheongnyangni. More than 30,000 households are expected to move into nearby redevelopment areas by 2030, while expanded regional rail networks, including the GTX, are projected to double the number of public transit users to 300,000.

About 50 brands will open stores at the mall. Around 80% of them will be either the first of their kind in the retail industry or the first or largest stores in northeastern Seoul. Lotte Group’s signature character Bellygom will feature in the mall’s name and spatial design, alongside installations including a 5-meter-tall Bellygom sculpture and media cubes.

On the first floor, the mall will create Cheongnyang Terrace, a lounge featuring specialty coffee brand Terarosa. Other tenants include the Seoul flagship store of Gents Bakery, a famous Busan bakery, and the first store of liquor select shop Liquor Locker.

The second floor will feature Musinsa Bag & Cap Club, the first of its kind in the retail industry; Decathlon, a store specializing in running; and Off Beauty, the largest store in the shopping district. The third floor will house the largest Daiso in Dongdaemun-gu, family restaurant VIPS, and Spoki Kids Club, an interactive children’s facility.

The fourth floor will feature Fun Square by Bandai Namco Korea, the largest of its kind in South Korea; Best Hobby, the company’s first figurine specialty store in the country; and children’s theme park Bounce. Global dining brand Haidilao will open in November.

The first basement level, which connects directly to Cheongnyangni Station, will house lifestyle brands including MINISO and Nitori. In December, a 600-pyeong Musinsa Standard store, the largest of its kind in northeastern Seoul, will also open.

Lotte Department Store plans to connect the new mall with its existing Cheongnyangni branch to create Seoul’s third “Lotte Town,” following Myeongdong and Jamsil. It will also renovate the existing department store in phases, developing it into a leading mixed-use commercial complex in northeastern Seoul.

Kim Sihwan, head of Lotte Department Store’s Cheongnyangni branch, said, “Although compact in size, we worked to create Lotte Town Velitown Cheongnyangni, with content more compelling than that of any other mall and the ability to compete with larger shopping malls.” He added, “We will continue to grow and develop Lotte Mall Velitown Cheongnyangni into the leading next-generation shopping landmark in northeastern Seoul, connecting customers of today with those of the future.”

This content was produced with the assistance of AI translation services.