Mallingas a Leisure Activity in South Korea

Abstract

To understand the ever-increasing connection between leisure and consumption in the urban context, this study explores the Korean fascination with shopping malls and mailing as a contemporary leisure activity and experience. Employing a mixed-methods approach, it examines mall visitors to the COEX-Mall in Seoul, South Korea by addressing three research questions: Do Koreans view mailing as a leisure activity?, What makes mailing distinct from other types of shopping experiences?, and What specific aspects of mailing make it an attractive leisure activity for Koreans? Findings call for further conceptualization of the nexus between leisure and consumption in the urban context, particularly in East Asian countries where shopping malls are increasingly utilized and perceived as leisurescapes.

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