Shinsegae Department Store is making waves in South Korea’s retail landscape, setting new standards for the country’s shopping experience while drawing the eyes of the world. In March 2026, the Daegu Shinsegae Department Store unveiled two new men’s contemporary fashion brands, ‘Rough side’ and ‘OURSELVES’, on its second floor, signaling a continued commitment to fresh, modern retail offerings. This move comes as Shinsegae cements its status as a ‘K-shopping landmark’ and an essential stop for global tourists seeking both luxury and a taste of Korean culture.
According to Gyeongbuk Domin Ilbo, the opening of the ‘Rough side’ and ‘OURSELVES’ stores marks a notable expansion of Shinsegae’s fashion portfolio. ‘Rough side’ specializes in practical yet stylish everyday wear, with its signature ‘Swing Jacket’—priced at 248,000 won—boasting a relaxed silhouette and distinctive hem band detail. Meanwhile, ‘OURSELVES’ stands out for its refined materials and unique silhouettes, offering a modern reinterpretation of the 1960s flight jacket under the name ‘Washed Flight Jacket’, retailing at 398,000 won. These additions reflect Shinsegae’s ongoing effort to blend contemporary fashion with classic inspiration, catering to a discerning clientele that values both innovation and heritage.
But Shinsegae’s ambitions reach far beyond the latest fashion trends. The company is redefining what it means to be a department store in the 21st century. As reported by Gyeongbuk Domin Ilbo, the Gangnam branch achieved an annual sales milestone of 3 trillion won, while the Centum City location in Busan hit 2 trillion won—figures that have set new benchmarks in the domestic department store industry. These achievements aren’t just numbers; they’re a testament to Shinsegae’s ability to adapt, innovate, and lead in a fiercely competitive market.
Perhaps even more telling is Shinsegae’s surging popularity among international visitors. In 2025, foreign customer sales at Shinsegae soared to the mid-600 billion won range, more than tripling the previous year’s results and marking an all-time high. The momentum hasn’t slowed; in January 2026 alone, foreign sales topped 90 billion won, setting a new monthly record. These figures reflect a broader trend: South Korea’s transformation into a global shopping and cultural destination, with Shinsegae at the forefront.
The secret behind this remarkable growth? Shinsegae’s ‘landmark strategy’. Rather than simply providing a space for transactions, Shinsegae has focused on turning its flagship locations—including the main store, Gangnam branch, and Busan’s Centum City—into iconic urban destinations. These stores are designed to be more than just retail spaces; they’re symbols of the city and magnets for global tourists. The stores’ architecture, curated product selections, and immersive experiences all contribute to their status as must-visit attractions.
To further fuel this global appeal, Shinsegae is actively collaborating with the Korea Tourism Organization. The aim is to develop K-culture experience programs and ramp up overseas tourism marketing. The store’s leadership has made it clear: 2026 is the year they’re aiming for 1 trillion won in foreign sales. This ambitious target is supported by a multifaceted approach—one that blends shopping, culture, and entertainment into a seamless experience for visitors from around the world.
Central to this approach is the integration of cultural content, particularly the global phenomenon that is BTS. According to Gyeongbuk Domin Ilbo, Shinsegae has hosted BTS comeback pop-up stores, creating unique events that merge shopping with K-pop fandom. These pop-ups, timed to coincide with BTS concerts at Gwanghwamun, transform the main Shinsegae store into a hub of excitement, drawing fans and curious tourists alike. The BTS pop-up experience is a prime example of how Shinsegae leverages Korea’s cultural exports to enhance its retail environment, offering visitors a chance to engage with K-culture in a tangible, memorable way.
The strategy is paying off. Foreign tourists now see Shinsegae not just as a place to shop, but as a destination to experience Korean culture. The new men’s fashion brands, the record-breaking sales, and the innovative cultural events all work together to position Shinsegae at the intersection of commerce and culture. For many international visitors, a trip to Shinsegae is as essential as visiting any of Seoul’s historic palaces or Busan’s beaches.
Shinsegae’s focus on experience is evident in every detail. The new ‘Rough side’ and ‘OURSELVES’ stores aren’t just about selling clothes—they’re about storytelling. The ‘Swing Jacket’ from ‘Rough side’ isn’t just outerwear; it’s a piece of modern Korean design, blending comfort and style for the urban man. The ‘Washed Flight Jacket’ from ‘OURSELVES’ takes a classic 1960s silhouette and reimagines it for today’s fashion-conscious consumer. These products exemplify the store’s dedication to quality, innovation, and a uniquely Korean sensibility.
Moreover, Shinsegae’s partnership with the Korea Tourism Organization signals a broader commitment to positioning South Korea as a global cultural powerhouse. By developing K-culture experience programs and expanding overseas marketing, Shinsegae hopes to attract even more international visitors, offering them not just goods to buy but stories to take home. The store’s leadership is betting that the fusion of shopping and culture will continue to drive growth, both for Shinsegae and for Korea’s tourism sector as a whole.
Of course, Shinsegae’s success hasn’t come without challenges. The retail industry is notoriously fickle, with shifting consumer preferences and intense competition from both domestic and international players. But Shinsegae’s ability to innovate—whether through bold fashion launches, record-breaking sales strategies, or high-profile cultural events—has kept it at the top of its game.
As 2026 unfolds, all eyes are on Shinsegae to see whether it can achieve its ambitious 1 trillion won foreign sales goal. If recent trends are any indication, the store is well on its way. With a winning combination of cutting-edge fashion, cultural programming, and strategic partnerships, Shinsegae is redefining what it means to be a department store in the global era—one where shopping is just the beginning of the journey.
For visitors and locals alike, Shinsegae’s blend of commerce, culture, and creativity offers a glimpse into the future of retail—where every purchase is an experience, and every visit is a story waiting to be told.