The Hyundai, a major South Korean department store chain (and distant cousin to the Hyundai car brand), launched an experimental e-commerce app called The Hyundai Hi that replaces algorithmic rankings and best-seller lists with tastemaker curation, gamified ‘gems,' and editorial content. Icons, a growing roster of 27 actors, models, and writers, post shopping recommendations across more than 3,000 brands spanning fashion, beauty, home goods, and even livestreamed fresh produce, while a ‘saved item' star replaces the standard ‘add to cart' button. Hyundai Hi has generated about $35.3M in gross merchandise value since its April soft launch, up 43.5% from the retailer's former online store, according to The Hyundai, as South Korea's major department stores head toward record quarterly results driven by luxury sales and inbound tourism.
