7-Eleven has unveiled its upgraded store concept, ‘New Wave Plus,’ in Myeongdong, Seoul, as part of its next-generation franchise model.

‘New Wave Plus’ is a new concept store that enhances the experience of K-food and offers a blend of Korean cultural and fun experiences. Myeongdong, a famous tourist hotspot, has been selected as the first location for this concept.

The Myeongdong store has strengthened the original ‘New Wave’ model by incorporating immersive sensory experiences. The store spans about 110 pyeong (363.63㎡) near exit 8 of Myeongdong Station and features food stations, fashion & beauty, K-Ramen zones, and new participatory content such as a global K-POP fandom zone and K-event zone.

A pop-up zone selling K-pop idol goods occupies over 10% of the total store space. Additionally, a "Nuguri Ramen Shop" corner created in partnership with Nongshim features instant ramen-making stations decorated with Nuguri character models. Considering the high proportion of foreign tourists (over 70%), the store also includes a space for selling various souvenirs.

Furthermore, 7-Eleven plans to open the ‘New Wave Myeongdong Daero’ and ‘New Wave Daejeon Lotte’ stores by the end of the month and is planning further openings in non-capital regions later this year.

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