█ Strategically reimagined F&B offerings for MZ generation, tapping into their dining trends

█ Focused on health-conscious dining and exotic desserts, driving a 10% sales boost in 2023 compared to the previous year

Located in the heart of bustling Yeouido, Seoul, IFC Mall stands as the ultimate destination for diverse shopping experiences. It is making bold moves to attract customers in their 20s and 30s through MD restructuring and store renewal, specifically targeting F&B trends that resonate with the MZ generation.

The pursuit begins by enriching dessert options that speak directly to the MZ generation. It started with the fruit dessert café 'Florida Fruits' in February last year, followed by hot domestic dessert stores such as the bagel specialty shop 'Las Bagel' and the innovative robot café 'Lounge X', all of which have captivated the interest of the MZ generation. In November, the mall further diversified its food section by adding premium dessert stores such as ‘Caramelier O’, a popular café in Seoul renowned for its caramel delights, and ‘Konditorei OVN’, an authentic European-style bakery.

To ensure an immersive experience, the Food Empire on the L3 underwent a remarkable transformation, reopening as the Culinary Square in September. Comprising three distinct areas—the ▲Blue Lounge Zone, ▲Street Zone, and ▲Terrace Zone—it now houses 11 trendy dining brands, including 'SABE', specializing in gourmet bread sandwiches, 'IN THE BOX', a smart convenience food brand, and the personalized health sub ion service 'KALIS lab'. Culinary Square witnessed an impressive growth rate, with first-month sales soaring by 63% compared to the same period last year.

In an effort to appeal not only to taste but also visual senses, IFC Mall has undertaken renovations of popular dining restaurants such as the Italian bistro 'The Place', the Thai cuisine restaurant 'KON THAI', and the fast-food chain 'McDonald's', giving them sleek and inviting interiors. The results are evident, with 'The Place' experiencing a remarkable 143% increase in sales compared to the same period last year after the renovation.

As the demand for premium handmade burgers among the MZ generation continues to grow, IFC Mall introduced SPC's fine casual brand 'Shake Shack' on the 12th of last month.

Since its opening in 2022, IFC Mall has consistently achieved its highest sales by strategically targeting the MZ generation through its F&B store renewal efforts. The success is tangible, with the reopening of food and beverage stores experiencing an impressive 49% surge in first-month sales. Moreover, sales in 2023 saw a notable uptick of approximately 10% compared to the previous year, accompanied by an 8% increase in mall visitors.

An IFC Mall spokesperson emphasized, "We are currently undergoing a renewal process that prioritizes trendy and modern elements, including personalized services, visual enhancements, and interior improvements, all aimed at captivating the MZ generation. Our goal for this year is to strengthen our position as a leading hotspot in Seoul by providing unique experiences that resonate with the lifestyle and preferences of the MZ generation."