A pop-up unit featuring K-character Bellygom has launched at Lotte Duty Free’s main Myeongdong department store in downtown Seoul.

Open until 31 August, the pop-up will sell 23 types of merchandise associated with the giant pink bear character to those preparing to travel overseas for the summer season.

Visitors can experiment with the Bellygom photo zone using multimedia features while enjoying their duty free shopping.

Bellygom was created by Lotte Home Shopping in an in-house venture programme for MZ generation employees in 2018.

In April, a 15-metre-tall Bellygom sculpture was displayed in the outdoor plaza of Lotte World Tower, raising awareness of the K-character.

Lotte working on more K-content

Lotte Duty Free is currently the only offline shop for Bellygom goods.

The 23 types of Bellygom goods include tumblers, mini cup tubes, picnic mats, shopper bags and signature goods like Bellygom seating dolls, figures and driver covers. The same products are available via Lotte’s online duty free store.

Lotte Duty Free has prepared various events to commemorate the opening of the Bellygom pop-up store.

All customers who purchase goods from the pop-up unit will receive a Bellygom sticker pack, and the first 150 customers who purchase more than $100 will receive a Bellygom goods set worth KRW 30,000.

Lee Seung-guk, Head of Lotte Duty Free’s product division, said: “To provide a pleasant shopping experience to customers preparing for overseas travel, we have prepared a Bellygom pop-up store together with Lotte Home Shopping. We will discover and introduce a variety of products to our customers.

“Furthermore, Lotte Duty Free will continue to discover K-content that is as competitive as Bellygom and presents a variety of products to customers.”

Separately, Lotte Duty Free continues to work with its affiliate partners to enhance shopping opportunities for customers.

Lotte On and the 7-Eleven app have opened dedicated stores for Lotte Duty Free and are selling duty free items for domestic customs clearance.

Meanwhile, travel products are being introduced through LDF LIVE.