▲ This image provided by Hyundai Department Store on March 24, 2026, shows its new premium curation mall "The Hyundai Hi." (PHOTO NOT FOR SALE) (Yonhap)

By Chung Joo-won

 

SEOUL, March 24 (Yonhap) -- South Korean retail giant Hyundai Department Store said Tuesday it will launch a premium curation-focused online mall, “The Hyundai Hi,” as part of its push into the digital luxury market.

 

Set to open April 6, “The Hyundai Hi” integrates the company’s existing online platforms, “The Hyundai Dot Com” and “Hyundai Food Hall To Home,” into a new premium mall featuring specialized sections in a shop-in-shop format. Only around 3,000 brands verified by Hyundai’s buyers have been selected to join the platform.

 

The company will run an open beta service for 12 days starting March 25, allowing users to access the platform ahead of its official launch and provide feedback.

 

Unlike conventional e-commerce platforms, “The Hyundai Hi” prioritizes lifestyle curation content on its main screen instead of discounts or promotional events. The platform aims to move beyond search-and-compare shopping by helping customers “discover” and “select” products through curated stories and selections, according to the department store. 

 

For example, customers who purchase flowers at Hyundai’s offline stores and wine glasses through “The Hyundai Hi” may receive recommendations for perfumes or vases for special occasions. Those who frequently buy food items may be suggested seasonal ingredients, tableware and cutlery.

 

 

▲ This image provided by Hyundai Department Store on March 24, 2026, shows its new premium curation mall "The Hyundai Hi." (PHOTO NOT FOR SALE) (Yonhap)

 

The platform will also feature around 1,000 carefully selected fandom-driven brands, which are rarely seen in traditional e-commerce. Major premium brands such as “Max Mara,” “Maison Margiela” and “RRL” will operate dedicated sections comparable to their own brand stores to preserve their unique concepts and merchandising styles.

 

Specialized brand sections will also be introduced for global street fashion labels such as “Aape” and “Deus Ex Machina,” as well as the Korean designer brand “KIMHĒKIM,” marking a first in the retail industry. The company said it is also in talks with multiple global luxury brands for future partnerships.

 

Creators selected for their influence and expertise in various fields will also take part in promotions. Model Hong Tae-joon, influencer Bae Ji-yeon and writer Lee Seul-a will present premium lifestyle content through their “Icon Shop,” reflecting their personal values. Users can subscribe to creators’ content and purchase related products.

 

A community space called “Me Space” will also be available, allowing users to create their own curated content and interact with others who share similar tastes.

 

In addition, the platform will introduce a conversational curation service powered by Hyundai’s AI shopping assistant “HEYDI.” Through one-on-one chats, users can input their TPO (time, place and occasion), and the AI will recommend personalized products.

 

The platform will also feature a “Gem” function, allowing users to express their preferences and lifestyles. Derived from the term “gemstone,” the feature enables users to mark products, brands, people or content of interest even if they do not intend to make an immediate purchase.

 

Chung Ji-young, president of Hyundai Department Store, said the company aims to set a new standard in digital luxury, following its innovation in offline retail with The Hyundai Seoul.

 

“Based on our core strengths accumulated over the years, we will embed The Hyundai’s innovative DNA into ‘The Hyundai Hi’ and develop it into a leading model for next-generation premium e-commerce,” he said. 

 

jwc@yna.co.kr

[ⓒ K-VIBE. 무단전재-재배포 금지]