From The Straits Times    |

In an effort to combat a fall in shopper numbers and boost its mix of tenants, shopping mall JCube is looking to bring some Japanese and Korean retail flavour to Jurong East.

jcube javenue.jpg

An artist’s impression of JCube mall’s upcoming J.Avenue retail concept, a new 10,000 sq ft zone inspired by the popular Harajuku and Hongdae shopping districts in Tokyo and Seoul, respectively. Image: Capitamalls Asia

It will add around 50 stores with a new 10,000 sq ft zone inspired by the popular Harajuku and Hongdae shopping districts found in Tokyo and Seoul, respectively. About 20 shops have been vacated by tenants to make way for the new concept. They will be carved up into smaller units to be rented out.

Called J.Avenue, it will feature a total of about 70 shops selling items like fashion apparel and accessories. It is currently under construction and is slated to be launched in September.

JCube general manager Chew Hock Chye, 51, said: “To keep the shopping experience engaging, the shops in J.Avenue will be constantly refreshed, facilitated by short-term leases of three months to a year that appeal to first-time shop owners and young entrepreneurs.”

So far, about two-thirds of the shops in J.Avenue have been taken up. Foot traffic to JCube has dropped by about 7 per cent since the Jem and Westgate malls opened next to Jurong East MRT station last June and December.

It also faces competition from IMM mall in Jurong East Street 21.

JCube pulled in an average of about 1.37 million shoppers a month in 2012 and about 1.27 million last year. It is managed by CapitaMalls Asia which also runs IMM and Westgate. Jem is managed by Lend Lease.

Unlike the three other malls, which have over 200 shops each, JCube is the smallest with 120 shops at the moment. Some JCube tenants estimate that foot traffic to their stores has fallen by up to 40 per cent over the past year.

More people are expected to frequent Jurong East with upcoming developments, including Ng Teng Fong General Hospital and Jurong Community Hospital. Another mall, Big Box, will open in the area later this year.

Researcher Emily Lim, 29, supports the growing retail options in the west. “It is like Jurong East is the new Orchard Road,” she said. “I do not have to travel all the way to town to do my shopping.”

This article was first run in The Straits Times newspaper on July 7, 2014. For similar stories, go to sph.straitstimes.com/premium/singapore. You will not be able to access the Premium section of The Straits Times website unless you are already a subscriber. 

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