One Million’s Lia Kim made a surprise visit to the pop-up on its opening day.

Lotte Duty Free has partnered with One Million Dance Studio to launch its first fashion brand, Singular, via a pop-up store at Lotte World Mall in Jamsil, Seoul. 

The dancewear brand is led by famous choreographer Lia Kim, who has approximately 26 million subscribers on YouTube.

The clothing is stylish and comfortable and is aimed at the Jalpa generation (Gen Z + Generation Alpha) who enjoy dance culture, and who wish to express their individual style.

Shoppers can browse and buy everything from bodysuits and chest vests to everyday wear such as long-sleeve tee-shirts, oversized hoodies, jogger pants and cargo pants.

Lotte signed the MOU with One Million in April and spent around seven months bringing the partnership to fruition.

On the opening day (9 November), members of One Million, including Lia Kim, made a surprise visit and spent time serving customers.

Later this month, an event will be held to present one lucky shopper with a ticket to the One Million Dance Studio in Seoul.

The pop-up, located on the first basement floor of Lotte World Mall, is active from 9-24 November.

Lia Kim is popular in Korea and beyond with the share overseas students visiting One Million Dance Academy about 70%.

For Lotte, overseas customers account for about 84% of its total sales, spurred by the K-culture craze through various K-pop marketing.

Singular is also available through Lotte Internet Duty Free Store and the official online mall.

On 28 November, Lotte Duty Free will also open a Singular pop-up store at the Myeongdong Main Store.

The lookbook of Lotte Duty Free’s fashion brand Singular with One Million.

“We have launched our first fashion brand, Singular, in partnership with One Million, which is popular with the Jalpa generation and foreigners,” said Nam Gung-pyo, head of the New Growth Business Division of Lotte Duty Free.

“We will strive to enhance brand competitiveness so that customers can fully express their individuality through Singular in the future.”

The One Million Dance Studio partnership forms part of Lotte’s strategy to accelerate the expansion of its new business activities to help overcome the prolonged recession in the duty free industry and help secure its future competitiveness.

In August, it officially opened the B2B platform Katz, which connects K-fashion brands with global buyers, and opened an offline showroom in Tokyo.

In addition, the Tokyo Ginza store was renovated in October, bringing to market a large number of K-brands that are popular with Japanese locals and allowing customers to enjoy tex-free shopping without leaving the country.

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