Lotte Duty Free previously partnered with aespa in 2022 for around two years.

Lotte Duty Free has reappointed K-pop girl group aespa as global brand ambassadors, as part of its international marketing strategy for 2026.

The retailer confirmed the partnership today (9 March), after releasing a teaser video titled “Who’s Next?” via its official social media channels on 5 March. aespa joins previously announced K-pop ambassadors KickFlip and Hearts2Hearts, completing the company’s artist line-up for the year.

The four-member group – Karina, Giselle, Winter and Ningning – debuted in 2020 under SM Entertainment and has achieved international recognition with tracks including Next Level, Supernova, Armageddon and Whiplash. The group has also toured globally, and released multiple albums.

Lotte Duty Free previously partnered with aespa in 2022 for around two years. The retailer said the decision to renew the collaboration reflects the group’s international fan base across markets including Japan, Greater China and Southeast Asia, which it aims to leverage to attract overseas visitors.

The company plans to feature aespa alongside its other K-pop ambassadors in advertising at key stores, including its Myeongdong flagship and World Tower location, as well as in social media campaigns.

aespa joins previously announced K-pop ambassadors KickFlip and Hearts2Hearts, completing the company’s artist line-up for the year.

Additional branded video content and merchandise linked to the artists will be introduced across the retailer’s network of 17 domestic and international stores.

In other news, Lotte Duty Free has reported early results from the recent refurbishment of its Star Avenue attraction at its Myeongdong flagship store. The space, relaunched in January with new digital media elements, recorded more than 700,000 cumulative visitors within two months of reopening.

The retailer confirmed plans to link digital content at its Star Avenue cultural space with campaigns featuring its K-pop ambassador line-up, as part of its efforts to enhance the in-store experience for inbound tourists visiting South Korea.

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