Hyundai Department Store Group's subsidiary, welfare solution company Hyundai Ezwel, announced on the 11th that it will introduce a welfare mall titled "Ok-Soon's Daily Shopping" aimed at young office workers.
"Ok-Soon's Daily Shopping" is a compound word that combines "Ok-Soon," a pseudonym used by female participants on popular entertainment programs, and "Daily Shopping," which means repeating shopping once a day. The company noted that Ok-Soon's Daily Shopping is a specialized store selling customized products for employees in their 20s and 30s.
The store will sell more than 200 customized products across five themes, including a "Lunch Menu Recommendation" (a shorthand for lunch menu recommendation) corner for employees who enjoy healthy food and convenience meals for single-person households, and a "Post-Work Productive Life" corner (a neologism referring to living each day in a planned and productive manner) featuring carefully selected content related to self-development, such as sports goods.
Hyundai Ezwel plans to trial Ok-Soon's Daily Shopping in a "shop-in-shop" format within the Gyeonggi Youth Mall before expanding it to all client companies in the future.
Hyundai Ezwel plans to expand customized products aimed at young customers. Last year, among the 3.4 million employees of its client companies, the revenue share from those in their 20s and 30s was 49.8%.
A representative from Hyundai Ezwel stated, "We will continue to present customized content that meets the preferences of the MZ generation, who value practicality while expressing their individuality through consumption."