SOUTH KOREA. Lotte Duty Free has launched a Bellygom pop-up at its flagship downtown department store in Myeongdong, Seoul.

The pop-up – developed through a marketing collaboration with omnichannel retailer Lotte Homeshopping – will operate until 31 August, targeting both local and international travellers.

Instagrammable moments: Bellygom proves a hit with Lotte Duty Free shoppers

The pop-up features 23 products based on the popular pink YouTube K character. Notable features include a Bellygom photo zone and exclusive Bellygom video content.

Lotte Duty Free has organised various events and special offers to commemorate the opening of the Bellygom store, including gift-with-purchase sticker packs. For a minimum spend of US$100, the first 150 customers will receive a set of Bellygom products worth approximately US$23. The promotion will run on a first-come-first-served basis.

Never photo-shy: Bellygom strikes a pose at Lotte Duty Free’s flagship Myeongdong store

Lotte Duty Free noted that it continues to work with companies within the Lotte Group to enhance the shopper experience and to showcase a variety of products.

Lotte Duty Free Head of Product Division Lee Seung-Guk said the Bellygom pop-up was opened to “provide a pleasant shopping experience for customers who are preparing to travel abroad.” Lee added that similar stores with other K-character branded products are under consideration.

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