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Macys is a U.S. chain of mid-to-high range department stores. In addition to its New York flagship store, the company has designated additional regional flagships in several other major urban centers and as of January 30, 2010 (2010 -01-30)update operates over 800 stores in the United States. In addition, Macys operates eSpot ZoomShops kiosks in over 300 store locations, selling consumer electronics. The company produces the annual Macys Thanksgiving Day Parade, a noted parade which has been held in New York City annually since 1924. The company also sponsors the citys annual Fourth of July fireworks display, beginning in 1976. Despite being advertised as the largest in the world, it is no longer the biggest store in the world. Currently the biggest store in the world, according to the Guinness Book of World Records, is the flagship store of Shinsegae in Centum City, South Korea with an area of 509,810 square metres (5,487,500 sq ft), almost twice that of Macys. The chain competes with Belk, The Bon-Ton Stores, Dillards, Nordstrom, Neiman Marcus and Saks Fifth Avenue.