SOUTH KOREA. Lotte Duty Free’s second web drama, Secret Queen Makers, has exceeded 100 million cumulative views and has had a particularly good reaction in China where the number of hits has reached 75 million.
The 100 million mark was reached on 20 June following the launch on 4 June, with all seven episodes now released. The views match those of Lotte’s first web drama which featured stars Lee Min-ho, Ji Chang-wook and Lee Jong-suk. The high viewer count means the second series will become even more popular.
Director of Marketing at Lotte Duty Free Shop, Kim Bo-jun, said: “The success of season two is meaningful not only in Korea but also by the fact that it is loved by global Korean fans.”
Web media in China such as Sohu, WeiBo, Weixin, and Miaopai have grossed over 75 million cumulative views, perhaps a sign that the frosty relationship between South Korea and China following the THAAD missile crisis is now thawing.
Lotte Duty Free says that its second web drama was created “to help the Korean Wave to accelerate” and promote the domestic tourism industry. Teaser videos were launched at the end of May through live streaming broadcasts featuring Leeteuk from K-pop boy band Super Junior, Eunhyuk, Shindong, Heechul, and beauty creator Ssong Yang 쏭냥.
Making a retail connection
Secret Queen Makers stars Lotte Duty Free Shop model Lee Jun-gi, boy band 2PM, Leeteuk, Hwang Chi-yeul, Chanyeol and Sehun both from the band EXO, and actress Ko Won-hee. The storyline highlights the Lotte store environment, convenient facilities and various brands and products. Lotte describes the drama as “an opportunity to get closer to customers and to the public”.
Lotte Duty Free has also runs special retail events alongside Secret Queen Maker at stores including its Myungdong headquarters and COEX. At Lotte’s World Tower the company has installed a Secret Queen Maker ‘photo zone’ on the ninth floor.
