Hyundai Department Store Turns to Spirits and Pop-Ups to Woo Younger Shoppers

At the flagship Hyundai Department Store in Seoul, a limited-edition bottle of Macallan whisky sold out in under ten minutes. In the lobby, young customers queued for what many described as a “different kind of shopping experience.”

For one of Korea’s most traditional retailers, alcohol has become an unexpected source of growth. Once a symbol of luxury consumption, Hyundai Department Store is reinventing itself as a social and sensory destination for younger shoppers — a department store where you can drink.

Liquor Pop-Ups Drive New Growth

These days, Hyundai hosts themed liquor pop-ups almost every month across its key branches. From limited-edition whiskies to premium sake and co-branded makgeolli (Korean rice wine), each event is designed around a unique concept that draws both connoisseurs and curious twenty- and thirty-somethings.

Sales from these pop-ups are expected to exceed 3 billion won (US$2.2 million) this year — proof that retailtainment still sells.

Highlights include a “Maker’s Mark Whisky Pop-Up” in February, a “Macallan Limited Edition” event in March, and the “Choo Sung-hoon Sake Launch” over the summer, named after the Korean-Japanese MMA fighter and celebrity. The high-aged Macallan releases — 25 and 30 years old — sold out on the first day, while Choo’s sake event drew crowds with an on-site fan signing. The latest “Russell Whisky Pop-Up,” held through late October at The Hyundai Seoul, was another hit: 100 bottles were released daily, and every session sold out ahead of schedule.

From Luxury Retail to Experience Hubs

Hyundai Department Store is one of South Korea’s three leading luxury department chains and a core subsidiary of Hyundai Department Store Group, whose businesses span retail, outlets, and lifestyle services.

Anchored by its iconic Apgujeong flagship and the newer The Hyundai Seoul, the group operates major stores across Seoul, Busan, Daegu, Ulsan, and Gyeonggi Province. In recent years, it has aggressively shifted from traditional retail toward “experiential retail,” turning shopping into an event.

The strategy includes themed pop-ups, curated food and drink collaborations, and new membership programs for niche audiences. The liquor pop-ups, in particular, have become a symbol of this shift — merging culture, entertainment, and consumption in a single setting.

A Maturing Wine Strategy

Hyundai’s wine operations go even deeper. Through its Wine Works project and Wine List — Korea’s first large-scale outlet wine shop — the company has developed a sophisticated import and retail system.

Nam Goong-hyun, who oversees liquor content planning for Hyundai’s food division, has brought in more than 500 French wines, selling over 600,000 bottles in the past three years. In April, the Apgujeong branch introduced a “By-the-Glass Wine Bar,” where customers can sample first-growth Bordeaux and other premium wines priced at over 2 million won (US$1,450) a bottle.

To strengthen loyalty, Hyundai launched its WAZIT wine membership in May — short for “Wine + Azit,” meaning “wine base.” Within a month, it attracted over 10,000 members. The program offers sommelier-curated recommendations, members-only dinners, and limited releases, all aimed at fostering a new generation of engaged wine consumers.

“These days, the MZ generation consumes experience and story rather than simply drinking alcohol,” Nam said. “We’re expanding categories like wine, whisky, sake, and makgeolli into cultural content that people can experience directly in our stores.”

Nam, widely regarded as one of Korea’s top liquor experts, was recently inducted as a Knight of the Jurade de Saint-Émilion — Bordeaux’s historic winemakers’ guild — in recognition of his contribution to Korea’s wine market.

Looking ahead, Hyundai plans to keep expanding its liquor-driven experiences.

“We’ll continue to curate diverse trends, from premium to affordable, to offer new gastronomic experiences to customers,” Nam said. “By the end of the year, we’ll feature more pop-ups highlighting craft beer, raspberry wine, and other specialty drinks — transforming our department stores into what we call ‘spaces with taste.’”