What: Department stores in Korea have transformed their culture centers into community hubs, using experiential programming like baby classes to engage parents, boost loyalty, and enhance the in-store experience.

Why it is important: By integrating education, entertainment, and social experiences, Korean department stores are setting a new standard for customer engagement and adapting to changing family dynamics and consumer expectations.

Korean department stores are redefining the retail experience by transforming their in-store culture centers (munsen) into vibrant community hubs that offer a wide range of experiential programming for families. Affordable and highly sought-after baby and parenting classes—often featuring themed activities and photo-friendly moments—have become a modern rite of passage for new parents, driving footfall and fostering loyalty. Registration for these classes is highly competitive, with popular instructors and courses quickly filling up, especially during peak seasons. The integration of education, entertainment, and social experiences not only attracts young families but also taps into social media culture, as parents eagerly share their children’s participation online. While these programs have sparked some debate over inclusivity, particularly regarding father participation, they reflect a broader trend of department stores evolving into lifestyle destinations that prioritize community engagement and customer connection. This approach positions Korean department stores at the forefront of experiential retail, responding to shifting consumer expectations and the need for differentiated, value-added services.

IADS Notes:

Korean department stores’ culture centers (munsen) and baby classes are emblematic of a broader shift toward experiential, community-driven retail strategies in the sector. As reported by Maeil Business Newspaper (July 2025), Galleria’s focus on premium experiences and cultural programming—including family-oriented activities—demonstrates how department stores are evolving beyond traditional shopping to become lifestyle destinations. The January 2025 analysis in Maeil Business Newspaper highlights how stagnating sales have prompted leading retailers like Lotte, Shinsegae, and Hyundai to differentiate through entertainment, education, and community engagement, with munsen classes becoming a modern rite of passage for young families. Yonhap (October 2024) further illustrates this trend, showing how department stores are partnering with local governments to offer multilingual services, cultural events, and educational programs for diverse audiences. Collectively, these developments underscore the growing importance of experiential retail, digital engagement, and inclusive programming in driving footfall, building loyalty, and maintaining relevance in a competitive and evolving Korean retail landscape.

In Korea, department stores are a magnet for babies and their moms - The Korea Herald