[On the Scene] "Even limited-edition One Piece cards... Every floor is a feast for the eyes" What sparked the 300-person opening rush?

Lotte Department Store CEO Jeong Hyeonseok's Cheongnyangni gambit
Jeong surveys every corner of the store before opening
Shopping, dining and experiences packed into 5,400 pyeong
"Northeastern Seoul's largest... More compact stores to come"
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"This store is the starting point for our mall strategy."

Customers wait in line in front of Lotte Mall Bellitown Cheongnyangni in Dongdaemun-gu, Seoul, on the morning of the 23rd. Photo by Han Yeju.

Lotte Mall Bellitown Cheongnyangni, Dongdaemun-gu, Seoul, on the morning of October 23. Jeong Hyunseok, CEO of Lotte Department Store, arrived before the official opening time of 10:30 a.m. After attending an event inside the mall, he carefully toured the stores, personally overseeing the first day of operations. He appeared to be paying particular attention to the launch, as it marked the debut of Lotte Department Store's new shopping mall business model.

Speaking to reporters that day, Jeong said, "We spent about 10 months preparing before opening Lotte Mall Bellitown Cheongnyangni." He explained, "As we expand our mall business in the future, we will further expand our compact stores while also preparing to develop a larger model." He also shared plans for future openings. "We plan to continue expanding and opening stores in Daegu, followed by Sangam, Songdo, and Jeonju," he said.

Lotte Department Store CEO Jeong Hyunseok speaks to reporters at Lotte Mall Belitaun Cheongnyangni in Dongdaemun-gu, Seoul, on the morning of the 23rd. Photo by Han Yeju.

The strategy Jeong has introduced in Cheongnyangni is to expand mid-sized and small stores suited to urban commercial districts alongside the development of large-scale mixed-use malls. By bringing together a range of attractions in a relatively small space to draw customers, the company aims to overcome the limitations of its size. Bellitown Cheongnyangni is the first test of the potential of this business model.

More than 300 customers line up for opening-day shopping... A different experience on every floor

Customers responded enthusiastically from the first day of opening. Before the mall's official opening time, around 300 customers gathered at the entrance, forming a long line. Visitors included those hoping to buy popular character merchandise, such as limited-edition One Piece cards, and customers waiting for the Apple store to open. Local residents passing by also took a close look at the newly opened mall and showed interest.

Exterior of Lotte Mall Belly Town Cheongnyangni in Dongdaemun-gu, Seoul, on the morning of the 23rd. Photo by Han Yeju

Connected to Cheongnyangni Station, Bellitown Cheongnyangni spans the first basement level through the fourth floor of Lotte Castle SKY-L65 Landmark Tower, with a gross leasable area of 5,400 pyeong. It is relatively small compared with large-scale mixed-use malls spanning tens of thousands of pyeong. Instead, it brings together fashion, food and beverage (F&B), household goods, character merchandise, and experiential facilities—offerings that customers often seek out in their daily lives or would make a special trip to visit.

The upper floors feature stores targeting younger customers. The second floor is home to Musinsa Bag & Cap Club, the first store of its kind in the retail industry, specializing in bags and hats, as well as Decathlon's 150-pyeong running-focused store. The third floor features Dongdaemun-gu's largest Daiso, the family restaurant VIPS, and children's experiential facilities. The fourth floor houses a character merchandise store by Bandai Namco Korea, as well as stores specializing in figures and plastic models.

Another feature is that about 80% of the mall's roughly 50 brands are either making their retail debut or are located in stores that are the first or largest of their kind in northeastern Seoul. Rather than focusing on luxury goods and fashion, as traditional department stores do, the mall puts everyday brands, hobbies, and experiential offerings front and center. In effect, it is designed to draw visitors not only for shopping but also for dining and leisure.

Interior of Lotte Mall Bellitown Cheongnyangni in Dongdaemun-gu, Seoul, on the morning of the 23rd. Photo by Han Yeju.

Securing a foothold in northeastern Seoul's emerging commercial district... A test for expanding compact malls

Lotte Department Store's decision to open this type of store in Cheongnyangni reflects the rapid changes underway in the local commercial district. Once centered on the railway station and traditional markets, Cheongnyangni is now transforming into a residential and commercial hub through large-scale redevelopment. More than 30,000 new households are expected to move into the area by 2030, including the Cheongnyangni Redevelopment District, the Imun and Hwigyeong districts, and the Jeonnong-Dapsimni New Town. As the number of young families living in the area grows, demand for convenient everyday shopping, dining, and leisure is also expected to increase.

Transport links are another strength. Cheongnyangni Station is a major transport hub in northeastern Seoul, connecting the Seoul Metropolitan Subway and regional rail services. Lotte Department Store expects to attract both station-area foot traffic and demand from nearby residential neighborhoods.

The relationship with the existing Lotte Department Store Cheongnyangni branch is a particularly important factor. While the existing department store focuses on traditional retail, Bellitown complements it with experiences, dining, and shopping tailored to customers' interests. The key is to encourage customers to visit both stores, increasing how often they come and how long they stay. This is also why Lotte Department Store aims to develop Cheongnyangni into Seoul's third "Lotte Town," after Myeongdong and Jamsil.

Retail industry observers see Bellitown Cheongnyangni as a store that could indicate how Lotte Department Store's expansion strategy is changing. Developing a new mega-mall in the city requires substantial land, capital, and time. By contrast, a mall that concentrates key attractions in a relatively small space can more easily connect with existing commercial districts and has room to take different forms depending on its location. However, its success will depend on whether it can attract enough customers and generate sufficient profitability in a smaller space than a large-scale mall.

Kim Sihwan, head of Lotte Department Store's Cheongnyangni branch, said, "Although it is compact in size, we have worked to create 'Lotte Town Bellitown Cheongnyangni' with content powerful enough to give it a competitive edge over even the largest malls." He added, "We will continue to grow and develop Lotte Mall Bellitown Cheongnyangni into northeastern Seoul's premier next-generation shopping landmark, connecting today's customers with those of the future."

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