Apple is now announcing that their next retail store in Seoul, located at 140 Yanghwa-ro, Mapo-gu, will officially open on January 20, 2024. The store will boast of history of creative street culture. Apple Hongdae will serve as the foundation for dreamers to realize their dreams to the fullest, according to Apple.

Apple's last opening in Seoul Korea was the Apple Gangnam store back  in March 2023 to a massive enthusiastic crowd.

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Apple is the only real competitor to Samsung in Korea, with 15% Market Share. in July 2023, The Korea Herald posted a report titled "Young Koreans favor iPhones over Samsung Galaxy." The report covered a survey conducted by Gallup Korea. At present 69% of Korean adults own a Galaxy phone, with Apple's iPhone in second place with 23%. Where a huge shift is now occurring is with younger millennials and Gen Z as noted in the survey chart below. More specifically, among the younger generation, aged 18 to 29, iPhone’s share rises to 65 percent, double the Samsung's 32 percent, the survey found.

Apple knows that a larger retail presence in S. Korea will ensure that the two top demographic groups between 18 and 39 will continue to bolster sales in South Korea for decades to come.