Hyundai Premium Outlet Songdo has unveiled a dedicated family zone as part of a strategic overhaul to attract young parents visiting with their children. Half of the third floor of the Songdo outlet has been renovated, creating a 3,530m² 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. 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 4,297m² kids’ zone, while Space 1 introduced the MOKA Garden, which hosts interactive exhibitions and children’s events. According to Hyundai Department Store, the proportion of customers in their 30s and 40s at the Gimpo outlet increased from 60.1% in 2022 to 66.4% last year.