SOUTH KOREA. Lotte Duty Free is celebrating the successful completion of a 20-hour live broadcast by 100 Chinese internet celebrities (‘Wang Hong’) on Saturday (8 December) from the retailer’s World Tower store in Jamsil, Seoul.
While final results are still being assessed, the unprecedented promotion was expected to reach 210 million consumers, based on the Wang Hong’s collective following, Lotte Duty Free said earlier.
The event was designed to promote Korean cosmetics to a mass Chinese audience. The Wang Hong live-streamed into China from 50 booths installed at the store. The live broadcast was co-promoted by Chinese e-commerce powerhouse Alibaba to support activity on its next big discount shopping day, 12 December, or ‘Double 12’.
The Wang Hong received special training on Korean cosmetics at Jamsil Lotte Hotel on 7 December so that they could talk informedly about the products. The live broadcast ran from 5:00 am on 8 December to 1:00 am this morning, introducing products from 50 Korean cosmetics brands.
