Lotte Duty Free continues its tradition of recruiting A-list Korean influencers, performers and celebrities to feature in its marketing campaigns, by confirming singer and actor Lee Jun-ho as well as girl band Aespa as its newest models.

 

Skilfully connecting tourism and entertainment, Lotte Duty Free has been very successful in attracting Korea’s biggest influencers to perform at concerts and fan meetings.

 

Lee Jun-ho and Aespa will no doubt serve to attract foreign tourists and help the leading Korean retailer expand in its global marketing efforts, as overseas travel resumes in earnest.

 

“As a leader in entertainment marketing that combines tourism and entertainment, Lotte Duty Free has been continuously introducing K-content such as concerts, web dramas, and fan meetings with Hallyu stars,” said the retailer.

 

Online and offline events

In particular, the ‘Lotte Duty Free Family Concert’ has attracted 1 million domestic and foreign visitors since 2006, and the 31^st concert held online due to the pandemic last year registered 3 million views.

 

Lotte’s famous ‘Star Avenue’, in front of the company’s flagship Myeongdong store in Seoul, featuring handprints of Hallyu stars, has become a must-visit attraction for K-Pop fans, according to the retailer.

 

To announce the involvement of girl band, Aespa, Lotte held a special event at which Lotte revealed that more models would be announced in the second half of this year.

 

Lee Jun-ho, actor and member of boy band 2PM featured in popular drama ‘The Red Sleeve’, which aired last year, while Aespa, formed of Karina, Winter, Giselle, and Ningning, released the mini-album ‘Girls’ which sold 1.64 million copies as of July; a record amount for a K-Pop girl group.

 

 

Lotte Duty Free plans to present various content featuring the new models, through SNS (social networking sites) the LDF magazine as well as in stores.

 

Lee Sang-jin, head of Lotte Duty Free’s Marketing Division, said: “At a time when overseas travel demand is increasing, we will introduce new advertising campaigns and online and offline events so that global customers can enjoy duty-free shopping. We will promote K-culture and contribute to attracting tourists.”