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Busan Cinema Center, Shinsegae and Korean Cuisine

 

By Adewumi Adepoju ’26 MBA

 

We had the privilege of exploring the intersection of culture, commerce, and culinary heritage in South Korea. Our visit today took us through the vibrant landscape of the Busan Cinema Center, the historic Shinsegae Department Store and an engaging session at the I LOVE HANSIK cooking studio.

 

Busan Cinema Center: Architectural Brilliance and Cultural Significance
Our journey started with a visit to the Busan Cinema Center, a stunning architectural marvel and the official venue for the Busan International Film Festival (BIFF). Situated in the heart of Centum City, the center symbolizes Korea’s thriving film industry and its increasing influence on global cinema.

 

Designed by the Austrian firm Coop Himmelb(l)au, the structure is renowned for its dramatic cantilever roof, the world’s longest and its vibrant LED canopy that illuminates the cityscape. The center features multiple cinemas, an outdoor theater, and state-of-the-art screening rooms, creating a comprehensive environment for film appreciation, production and education.

 

Walking through the halls of this cultural landmark gave us a glimpse into South Korea’s commitment to the arts and creative economy. The visit also highlighted the nation's strategic investment in cultural infrastructure as a soft power tool for international engagement.

 

Shinsegae Department Store: Retail Heritage and Reinvention
Our next stop was the main branch of Shinsegae Department Store, the oldest of its kind in South Korea. Originally opened in 1930 during the Japanese colonial era as a branch of Mitsukoshi, the building was acquired in 1945 by Samsung founder Lee Byung-chull and renamed Donghwa Department Store. After the Korean War, it briefly served as a post exchange for American troops before officially adopting the Shinsegae name in 1963.

 

Today, Shinsegae is a cornerstone of South Korea’s retail landscape. With holdings including E-Mart, Shinsegae International and the flagship store in Busan's Centum City, the world’s largest department store, the company represents a blend of legacy, innovation, and market leadership.

 

Shinsegae continues to evolve. In 2024, the company announced a structural reorganization, separating its department store and supermarket businesses to enhance operational focus. Under the leadership of Chairwoman Chung Yu-kyung, Shinsegae is also pioneering urban mixed-use development projects, integrating retail, residential, and commercial spaces near transportation hubs, a model inspired by Tokyo’s Roppongi Hills.

 

In digital commerce, Shinsegae is joining forces with Alibaba International, consolidating platforms like Gmarket and AliExpress Korea to strengthen its online footprint amidst rising e-commerce competition. However, challenges remain, evidenced by the recent closure of its downtown Busan duty-free store due to declining profitability and evolving consumer habits.

 

Whitman group preparing food

Whitman group preparing food during their cooking class

 

Culinary Culture: Making Bibimbap at I LOVE HANSIK
We concluded our day with a delightful cultural immersion at I LOVE HANSIK, where we participated in a hands-on Bibimbap cooking class. Bibimbap, one of Korea’s most iconic dishes, is a harmonious blend of rice, seasoned vegetables, meat, egg, and gochujang (red chili paste), symbolizing balance and well-being in Korean cuisine. The session was not only an enjoyable culinary experience but also a meaningful window into the heart of Korean food philosophy, emphasizing freshness, seasonality and visual harmony.

 

 

 

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