Luxury dining is becoming a central part of the strategy at one of South Korea’s biggest shopping destinations. Lotte Department Store, a major South Korean retail chain, is overhauling its flagship food hall in Seoul as its Jamsil shopping complex moves toward $3 billion in annual sales.
The project reflects a broader question facing major retailers, including those in the United States. How can physical stores attract affluent customers and give them reasons to return frequently? Lotte is betting on exclusive restaurants, premium groceries and culinary experiences that go beyond conventional department store shopping. The company has enlisted New York design firm Roman and Williams to help turn that strategy into a luxury retail destination.
Lotte has a substantial customer base to build on. VIP shoppers at its Jamsil food hall make purchases on roughly 30 days a year, while average spending per transaction ranks among the highest across the chain. The surrounding district is home to affluent households, and planned residential redevelopment involving more than 30,000 homes is expected to increase demand for upscale dining and specialty foods.
The renovation began October 26 and will cover approximately 2 acres on the basement level of the department store’s main building. It marks the first comprehensive overhaul of the food hall since 2017, with completion scheduled for the first half of 2028.
Rather than creating a conventional collection of restaurants and grocery counters, Lotte plans to divide the space into two distinct areas designed around how customers dine and shop.
The first, called EATS, will focus on luxury dining and international culinary brands. Lotte plans to collaborate with restaurants and food businesses from around the world to offer exclusive menus and premium services available specifically at Jamsil.
The second, called BUY, will cater to customers looking for premium ingredients, prepared foods and specialty gifts. A new supermarket will feature carefully selected Korean beef, fresh fruit and other high quality products, with Lotte’s buyers responsible for sourcing and quality standards.
Customers will also be able to select ingredients and watch them being prepared in dedicated takeout areas. A separate gifting section will offer rare ingredients from international suppliers, products developed with renowned chefs and restaurants, and special packages for holidays and celebrations.
The company plans to open a dedicated dessert hall and premium supermarket in 2027, followed by additional dining facilities in 2028.
Roman and Williams, the American studio whose portfolio includes work at New York’s Metropolitan Museum of Art, will oversee the food hall’s design. The firm is expected to incorporate Lotte’s history and identity into the space, bringing an international design perspective to a project aimed at wealthy Korean consumers.
The scale of the investment reflects Jamsil’s importance to Lotte’s business. Lotte Town Jamsil, a sprawling complex combining shopping and entertainment, generated more than $2 billion in annual sales in each of the past two years. The company is now looking to reach the $3 billion milestone in 2026.
The food hall is also the first stage of a larger renovation of the department store’s main building. Lotte has been concentrating investment in its most important retail locations, seeking to turn them into destinations that combine shopping, restaurants and tourism.
That strategy extends beyond Jamsil. The company has completed a comprehensive renovation of its Nowon department store in Seoul, introduced Lotte Mall Velly Town Cheongnyangni in October and plans to develop its Incheon location into another major Lotte Town complex.
Kim Sang-woo, Lotte Department Store’s head of sales, said the Jamsil project is intended to redefine the competitiveness of department store food halls and strengthen the complex’s position as a leading shopping destination.
The investment illustrates how Lotte is approaching its next stage of growth. Rather than relying solely on merchandise sales, the company is putting luxury food, dining and exclusive experiences at the center of its effort to attract wealthy shoppers and encourage repeat visits.
Whether that strategy will produce higher sales remains to be seen. But with a retail complex already generating more than $2 billion annually, Lotte is making a substantial commitment to the idea that dining and food shopping can become major attractions in their own right.
