Retail in Asia


Lotte Duty Free pulls in blockbuster star power to boost sales

Lotte Duty Free has signed two of K-pop’s biggest names to boost global marketing in line with international travel’s rapid recovery.

The Korean number one and world number two travel retailer revealed today that it is building on its proud tradition of Hallyu (Korean wave) marketing by introducing singer and actor Lee Jun-ho and girl group Aespa as its latest models. Further additional big stars will be unveiled through the rest of the year.

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Lotte Duty Free said the new programme is designed to attract foreign tourists and expand global marketing in earnest following the resumption of overseas travel. Lotte Duty Free has long been a leader in entertainment marketing that combines tourism and entertainment. It pioneered the use of K-content such as concerts, web dramas, and fan meetings with Korean Hallyu stars.

The Lotte Duty Free Family Concert has been a particular hit, having attracted 1 million domestic and foreign visitors since 2006. Last year’s 31st performance, conducted online due to the pandemic, attracted 3 million views.

Star Avenue, an experiential Hallyu multicultural space comprising photographs, videos and hand paintings of Korean stars outside Lotte Duty Free’s flagship store in Myeong-dong, Seoul has also become a popular attraction for overseas K-pop fans visiting the Republic.

Lotte Duty Free said that its strategy is to continue this trend of entertainment marketing and boost global marketing by selecting contemporary Hallyu models who are enjoying great popularity.

Lotte Duty Free recently released a ‘Guess Who?’ video through official social media channels announcing Aespa’s selection. Today (17 August), a video announcing Lee Joon-ho’s selection will be uploaded. In celebration of the news, Lotte Duty Free held a social media event for both models, while revealing plans to further roll out big names soon.

Source: Lotte Duty Free

Lee Joon-ho, a member of hugely popular male idol group 2PM, has also established himself as a mainstream Asian actor through MBC drama The Red Sleeve, which aired last year and resonated widely abroad.

Aespa is a girl group formed by SM Entertainment featuring four members, Karina, Winter, Giselle and Ningning. They debuted in 2020 with Black Mamba and emerged as a globally acclaimed group with successive hits such as Next Level and Savage.

The mini-album Girls, released last month, has gained huge popularity. As of July it had sold over 164 million copies on the Circle Chart run by the Korea Music Content Association – a record for any K-pop girl group in history.

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Lotte Duty Free said it will launch a range of colourful content through its social media account, LDF Magazine and in-store based on the appeal of Lee Junho and Aespa.

Lotte Duty Free Director of Marketing Lee Sang-jin said, “At a time when the demand for overseas travel is increasing, we will introduce new advertising campaigns and on-line events to encourage global customers to enjoy duty free shopping.”

(Source: The Moodie Davitt Report )