New Lotte campaign; Partial Incheon withdrawal looms

By Andrew Pentol |


Lotte Duty Free has created a new ‘Yum’ copy phrase.

Lotte Duty Free has launched a large-scale domestic marketing campaign as it prepares to withdraw several of its Seoul Incheon Airport Terminal 1 duty free concessions next month.

As reported, the cancellation of its perfumes and cosmetics (DF1), leathergoods and fashion (DF5) and all items (DF8) concessions, which it won in 2015 will be effective from 7 July. It will continue operating the liquor and tobacco contracts in T1.

The decision to withdraw was a result of ‘burdening rent increases’ and plummeting Chinese passenger volumes related to THAAD.

According to the retailer, its newly created ‘Yum’ copy phrase will be used to promote its ‘Buy Shopping Yummy Yum’ advertising campaign.


The thinking behind the campaign is that the ‘Yum’ sounds portrays a feeling of satisfaction, which will be maintained throughout the Lotte Duty Free shopping experience.

A Lotte statement said: “We plan to use addictive keywords to reach out to our customers.”

Meanwhile, the ‘Yum’ commercials were highlighted at a family concert on 22 June, which included K-pop group The Bulletproof Boy Scouts. The event attracted a 100,000-strong audience from at home and abroad.

A month earlier, one of the commercials, created in partnership with Korean boy band Super Junior (Yum Super Junior), was released for the first time through Lotte’s social media channels.


The Korean retailer will look to maintain strong sales through ‘provocative’ advertisements.

Lotte Duty Free’s ‘Yum’ commercials will be available through various forms of Lotte social media including YouTube, Facebook and Instagram.

In the meantime, the Korean operator will also look to maintain strong sales through ‘provocative advertisements’ relating to the partial Incheon T1 withdrawal, while enhancing its image through the ‘Yum’ campaign.

Lotte models will support the video production of the commercials, which will be available in Chinese, Japanese and English. A global launch is in the pipeline.

Lotte Duty Free Shop CEO Jang Seon-wook said: “In a fast-changing duty-free market environment, it is important for companies to reach customers first. Lotte Duty Free is getting closer to customers through its new symbol ‘Yum.’”



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