SOUTH KOREA. Lotte Duty Free has launched a campaign in collaboration with Seoul’s official mascot, Hechi, to strengthen K-culture marketing and enhance the company’s allure to international visitors.
Hechi has been integrated into the retailer’s Star Avenue, the Hallyu (Korean wave) experiential zone at its Myeong-dong flagship store. This marking the first time a character has appeared as standalone content in a space previously dedicated primarily to K-pop stars.
The Hechi character is inspired by an imaginary animal from Seoul’s 600-year history. Traditionally known as a protector of justice, safety, dreams and happiness, Hechi has been reimagined as a modern symbol of Seoul as a globally attractive city.
The campaign centres on a Hechi-themed handprinting installation at the entrance to the Star Avenue High Five zone.
Alongside K-pop star content, the raised-relief Hechi handprinting symbolises fortune, with the interactive installation inviting visitors to touch Hechi’s hand and experience positive energy.
Building on the universal appeal of ‘lucky statue’ traditions, the Hechi handprinting is designed as a popular ‘lucky spot’ for foreign visitors at Myeong-dong Star Avenue.
The launch was marked by a live appearance from Hechi at Star Avenue, where the character engaged with tourists and featured in a series of activations, including video content showcased on the media wall.
Hechi also took to the streets of Myeong-dong, handing out branded items including Hechi business cards and character balloons, drawing strong engagement from international visitors.
Lotte Duty Free plans to introduce Hechi-themed goods as prizes across interactive kiosk games in the Star Avenue zone, providing visitors with exclusive souvenirs.
Lotte Duty Free Head of Marketing Division Nam Gung-pyo said: “We have partnered with Seoul’s mascot Hechi so that foreign tourists visiting Lotte Duty Free can naturally experience Korea’s unique culture. We will continue to develop Star Avenue into a hub for K-content experiences.” ✈
