CJ LiveCity – F&B Masterplan

Just outside Seoul , CJ LiveCity is rising , one of Asia's most ambitious entertainment projects. It will be an iconic destination featuring a world-class arena, studio complex, K-culture entertainment district, and waterfront park , developed by CJ Group , one of South Korea's largest conglomerates.

Conceptional was appointed as strategic F&B partner to define the Food & Beverage Master Plan and the vision for development. The assignment: to create a distinctive and operationally strong F&B strategy that supports CJ Group's ambition to realize a fully integrated entertainment ecosystem.

The collaboration focused on establishing placemaking principles, zoning, and the right mix of operators , ensuring that each F&B concept contributes to an attractive and commercially balanced experience. From iconic restaurants to vibrant street food zones—every element is designed to capture the energy of Korean culture and appeal to both local and international visitors.