Retail in Asia


Lotte Duty Free launches LDF Original Series with Korean boy band

Lotte Duty Free today started its big-budget global marketing and branding campaign of original video content, the LDF Original Series. The campaign is designed to boost duty free shopping and reinforce the rapid recovery of international travel.

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The monthly series, running from October through to February 2023, features some of South Korea’s most successful K-Culture superstars. The first in the series (25-27 October) features Kpop boy band sensation, Stray Kids. The content includes three short love-triangle drama videos, a new one released each day, starring the band’s leading members.

The content, including drama, variety shows and music videos, can be viewed on Lotte Duty Free’s official social media channels and via its LDF Magazine, available in Korean, English and Chinese.

If the cumulative number of views exceeds five million, Lotte Duty Free will release exclusive behind-the-scenes photos and videos of the shoot through both its official social media channels and LDF Magazine.

To commemorate the launch of the LDF Original Series, Lotte Duty Free is providing a link to a promotional page for customers who watch the video. Korean customers who spend more than USD 500 at Lotte Duty Free can participate in the Japan Travel Package Giveaway, including accommodation and air tickets and a payback event in which the entire purchase amount is paid in LDF PAY.

Source: Lotte Duty Free

An overseas shipping service discount page allows foreign customers to purchase Korean cosmetics, fashion items and sunglasses at discounts of up to -30 percent.

Following on from Stray Kids, a drama featuring the multi-talented superstar Lee Joon-ho will be shown in November. Lee is a singer, songwriter, dancer, composer and actor, and member of the boy band 2PM. The video will be pre-released on 19 November at the Lee Jun-ho fan meeting themed ‘Lotte Duty Free Family Premier with Lee Joon-ho’ and then posted on the official social media channels. Fans can apply to join the pre-release event by making an online purchase by 31 October.

Other big names taking part include Aespa in December, Twice in January, and Super Junior in February.

Lotte Duty Free Head of Marketing Lee Sang-jin said: “We have created this branding campaign so that customers globally can enjoy duty free shopping more easily in line with the recovery from the pandemic.”

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He added that the series also allows for a wider audience to enjoy and understand more about K-culture.

Source: The Moodie Davitt Report