Hyundai Premium Outlet Songdo has unveiled a dedicated family zone as part of a strategic overhaul to attract young parents visiting with their children.

Hyundai Department Store announced on Thursday that it has renovated half of the third floor of the Songdo outlet, creating a 3,530-square-meter Kids Play Ground. The newly designed space features 17 children’s brands, ranging from fashion and accessories to toys, alongside various child-specific attractions.

One of the key features is the MOKA Plus, operated by the Hyundai Children’s Book and Art Museum. This area includes a Creative Lab where children can create artwork using diverse materials; the Art Lounge, an open library where families can relax while enjoying picture books; and the MOKA Object, an interactive exhibit aboard a red bus.

The zone also offers a carousel ride, a permanent pop-up store targeting families, and a dedicated rest area.

Hyundai Department Store’s emphasis on kids’ content stems from its strategy to capture the spending power of family shoppers.

By providing unique educational and recreational experiences for children, the company seeks to differentiate itself and enhance the shopping experience for young parents in their 30s and 40s.

This approach has already been implemented in other Hyundai Premium Outlets.

In 2021, the Gimpo outlet launched a 4,297-square-meter kids’ zone, while Space 1 introduced the MOKA Garden, which hosts interactive exhibitions and children’s events.

Thanks to these family-focused initiatives, Hyundai Premium Outlets are becoming popular destinations for parents with young children.

According to Hyundai Department Store, the proportion of customers in their 30s and 40s at the Gimpo outlet increased from 60.1 percent in 2022 to 66.4 percent last year.

Similarly, Space 1 in Dasan, Namyangju, saw its share of these customers rise from 62.5 percent in 2022 to 67.4 percent in the same period.

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