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Running marketing gets spring in its step as warm season arrives

Published: 18 Apr. 2026, 07:00 Updated: 19 Apr. 2026, 15:50

Runners jog together in Yeongdeungpo District, western Seoul, on March 21. [HYUNDAI DEPARTMENT STORE GROUP]

Retailers are expanding “running marketing” as running culture spreads among younger people and demand rises with warmer spring weather.

Department stores, hotels and other businesses are rolling out running-related spaces and events to attract customers, reflecting a broader shift toward experience-driven marketing tied to lifestyle trends.

The Hyundai Running Club, a running-focused space that opened on March 17 at The Hyundai Seoul in Yeouido, Yeongdeungpo District, western Seoul.

The club offers running gear and personalized services, helping customers find the right shoes based on their foot shape and running habits.

“We saw visitor numbers rise 87 percent over its first three weeks compared to regular stores,” the Hyundai Department Store source said. “We see running as a new cross-generational trend and are expanding related marketing.”

Lotte Department Store is operating a running-themed pop-up store, “Running Boot Camp,” at Lotte World Mall in Jamsil, Songpa District, southern Seoul. The experience-focused pop-up allows customers to create their own running gear and test recommended shoes by running along nearby courses.

A customer tries a foot-scanning service at The Hyundai Seoul in Yeouido, Yeongdeungpo District, western Seoul. [HYUNDAI DEPARTMENT STORE GROUP]

“Customers can make their own running gear or try on recommended shoes and run along the Jamsil course to experience the fit firsthand,” Park Sang-woo, head of marketing at Lotte Department Store, said. “It is experience-driven content that leverages Lotte Town Jamsil’s infrastructure and reflects the season.”

The Westin Josun Busan, a luxury hotel in Busan operated by Josun Hotels & Resorts, has launched a wellness-themed room package. Available through June, the program includes guided runs with professional trainers through major scenic spots in Busan, such as Haeundae Square and Dongbaek Park.

Kensington Resort Seorak Valley, a resort in Gangwon operated by E-Land Park, a hotel and resort operator, has also introduced trekking packages that allow guests to explore courses within and around the property, amid growing demand for wellness experiences.

Participants run together during the “Disney Run Seoul 2025” event held at Yeouido Park, Yeongdeungpo District, western Seoul, on Oct. 12, 2025. [DISNEY KOREA]

“April is typically considered an off-season for the retail industry, as the distinction between spring and fall has become less clear and there are fewer events compared to the year-end period,” Kim Si-wol, a professor in the Department of Consumer Information Science at Konkuk University said. “With consumer sentiment weakening amid the economic slowdown, they [industries such as department stores and hotels] are using running as part of broader marketing efforts to attract customers.”

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY NOH YU-RIM [[email protected]]