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Have you ever been to the Republic of Korea, often referred to as South Korea? I'm sure not many of you will answer that question with a "yes." However, the answer to the question "have you ever been to Japan, China, or Hong Kong?" is quite different. Korea, like Japan, China, and Hong Kong, is located in East Asia. It's a culturally rich country that still lives in the shadow of its neighbors, and most people still know very little about it. However, South Korea and Germany have one thing in common: In Korea, too, people love MAWA!
“CONSUMERS IN KOREA DON’T DO SPORTS, THEY GO SHOPPING!”
This is how MAWA Managing Director Michaela Schenk describes the behavior of Korean consumers after a business trip to South Korea. This vividly illustrates the importance of shopping in Korea and suggests that not all shopping is created equal.
But now to our actual topic: Korean shopping. Where do you shop in Korea? What department stores are there, and what makes shopping in Korea a truly special experience?
Department stores in Korea can be roughly divided into premium department stores, which mainly offer goods in the higher price segment, and somewhat more affordable department stores. One of the most well-known, which falls into the premium department store category, is Shinsegae, which means “New World” in English. This is a department store chain with several locations in Korea, including Centum City in Busan, Korea's second-largest city. Centum City is not just a department store; registered in the Guinness Book of Records as the largest department store in the world, it not only houses countless international fashion labels but also offers visitors a wide variety of goods, from books and fashion to furnishings and toys. But that's not all: it also welcomes its visitors to its own spa and invites you to relax on a beautiful rooftop terrace with a garden.
But what makes shopping in Korea so special, apart from the huge variety of brands on offer? Shopping here becomes an experience, for example, with countless tasting stands. These turn the weekly grocery shopping, which in our country is primarily a necessity that many people could do without, into an adventure. Department stores also feature numerous pop-up stores, making every shopping trip unique because you're constantly being offered new brands.
Two of the hottest department stores in Korea are Hyundai and Lotte Department Store. MAWA hangers are also available there and are very popular.
Another unique feature in Korea is that almost all department stores are also very active online, which means that consumers in Korea are offered a 360° experience. TV shopping is also a staple. While such sales programs exist here as well, they are on a much smaller scale. Furthermore, they are nowhere near as widespread as in Korea, where they are also very popular among the younger generation.
Lotte Department Store, for example, operates the largest TV shopping channel in Korea. MAWA hangers are also successfully offered there as part of regular live broadcasts.
Our metal hangers are particularly popular in Korea, available in colors such as black, white, silver, and red. One reason for this is that our metal hangers are available in a wide variety of shapes and, above all, widths. Most people in Asia wear smaller clothing sizes than in Europe. This means that conventional hangers found in many places are simply too big for Koreans' favorite pieces and, in the worst case, leave dents in the clothes, which hang awkwardly in the closet and are therefore less than eye-catching. They are also extra thin and save space in the closet. This leaves more room for new purchases, ensuring a uniform, tidy look.
Red hangers are classic yet very special. Our models are available in various widths, with the special anti-slip effect and the sturdy MAWA hook – Made in Germany but loved around the world!
