SOUTH KOREA. Lotte Duty Free has further elevated its experiential retail strategy with the launch of the Better Memories Post at its Myeong-dong flagship store in Seoul.
Located on the 12th floor, the latest concept invites visitors to write and send postcards as souvenirs. Customers can drop their completed cards into an in-store red postbox, which Lotte Duty Free will deliver to international recipients free of charge.
The postcards feature contemporary interpretations of Korean culture, blending traditional hanbok motifs with modern design elements and reimagined depictions of famous local landmarks through traditional mother-of-pearl patterns.
The experience is available to all international customers, allowing them to share meaningful memories with friends and family.
The latest experiential concept aligns with the rising number of international visitors to Korea, who are seeking experiences that go beyond retail. Lotte Duty Free is meeting this demand with more diverse and culturally immersive activations.
Among its recent customer engagement initiatives, the retailer hosted three personal colour analysis classes in September and October, with an additional session scheduled for 18 October at the Star Lounge on the 14th floor of the Myeong-dong store.
The event is led by professional personal colour specialists who guide participants in identifying the shades that best complement their features, while also recommending cosmetics brands available in-store.
As part of the experience, participants are rewarded with cosmetics worth KRW50,000 (US$35) and LDF Pay vouchers, including KRW10,000 (US$7) for cosmetics and KRW20,000 (US$14) for use across all categories.
Lotte Duty Free Head of Marketing Namgung Pyo said: “This programme was designed to reflect the growing demand among foreign customers for emotional and cultural experiences beyond simple shopping. We aim to offer customers unforgettable travel memories alongside their shopping experience.”
To further enhance convenience for international customers, the retailer is rolling out a series of promotional campaigns in collaboration with global partners.
Lotte Duty Free has teamed up with Japan Airlines (JAL) to offer travellers a simpler way to earn mileage rewards. Customers can scan a QR code and register their details at the retailer’s Myeong-dong and World Tower stores in Seoul, as well as in Busan, Jeju and Gimpo Airport locations.
The retailer is also offering extra shopping benefits to foreign visitors who stop by downtown duty-free stores after visiting the Seoul K-Medi Center, which has gained popularity among overseas tourists following its appearance in the animated film K-Pop: Demon Hunters on Netflix.
Until 31 December, international visitors to the Seoul K-Medi Center will receive an automatic upgrade to LDF Gold membership, a KRW10,000 (US$7) Pre-LDF Pay voucher and six discount coupons. ✈
