Hanwha chairman's 3rd son to create space for MZ Generation in Apgujeong

By Kim Jae-heun

Kim Dong-seon, head of strategic management at Hanwha Galleria and third son of Hanwha Group Chairman Kim Seung-youn, is leading a plan to create a special space for future customers belonging to the MZ Generation, company officials said Tuesday.

Kim, born in 1989, is himself a Millennial, part of the MZ Generation along with Generation Z. This year he has been aggressively launching pop-up stores of well-known local designer brands in order to attract young customers.

Early this year, Kim opened temporary stores of domestic brands such as Thug Club and Undermycar. This month, the head plans to invite Darkroom Studio to open its pop-up store for the first time in the local department store. Darkroom Studio is a domestic brand created by rapper Simon Dominic, fashion designer Jung Yong-mok and Han Seung-jae.

“Following our successful retail business in the luxury segment, we have decided to purchase real estate to provide Hanwha Galleria's distinguished content to the MZ Generation under Kim's leadership. We will consider creating a trendy and experimental space to attract young people, who are our potential customers,” a Hanwha Galleria official said.

Kim is also in charge of bringing the American fast-food chain Five Guys to Korea, which is scheduled for the end of June. Kim is said to have put much effort into bringing the brand here.

“As a young leader himself, Kim is working to expand Hanwha Galleria's business portfolio in line with attracting future MZ Generation customers,” the official said. “The special space will be opened in 2026 and will provide a whole new experience to young shoppers that has not yet been offered by Hanwha Galleria.”