According to international studies of worker productivity, South Koreans spend more hours on the job than workers in many other countries.

That means many find it hard to make time for even the most basic of chores, like grocery shopping. In Seoul, a Korean supermarket chain has developed a “virtual” store that allows consumers to do their shopping with smartphones.

Kim Yoona stands on the subway platform inside Seoul’s Seolleung station. All along the track are illuminated billboards with hundreds of pictures of food products, including instant noodles, bottled beverages and bunches of bananas.