Hyundai Department Store has officially launched ‘The Hyundai Hi’, a new premium curation specialty mall. The Hyundai Hi carries the meaning of extending the innovativeness of ‘THE HYUNDAI’ — which has established itself as a model of future retail — into the online space, while consolidating the Hyundai Department Store Group's more than 50 years of retail expertise and heritage. ‘The Hyundai Hi is a premium curation specialty mall focused on the needs of department store customers who place higher value on 'discovery' and 'selection'.

Its defining feature is a multi-specialty-hall structure, where specialized halls for each category are arranged in a shop-in-shop format within a single platform. Representative offerings include Le Bon Marché's premium food hall La Grande Épicerie de Paris — a global luxury department store featured for the first time in the industry — as well as dedicated halls for global street fashion brands Aape and Deus Ex Machina. The Hyundai Hi is a new type of premium curation specialty mall created by Hyundai Department Store through the integration of its existing official online mall ‘TheHyundai.com’ and its food-specialized online mall ‘Hyundai Food Hall To Home.’