SOUTH KOREA. Lotte Duty Free has opened a ‘Cheoreom X Krush Somaek pocha’ pop-up store within its ‘Now in Myeong-dong’ experiential duty-free shopping showroom in Seoul.
Somaek (a semantic combination of soju and maekju, the Korean word for beer) is a South Korean cocktail made with the two liquors while a pocha refers to an outdoor food or drinks stall.
Themed ‘First Krush, love at first sight’, the pop-up brings together two local liquor brands, Cheoeum Cheoreom (‘Like the first time’ – a popular Soju) and Krush, a trendy, ‘next-generation’ beer.
The collaboration between Lotte Duty Free and sister company Lotte Chilsung Beverage Co runs from 23 August until 18 September.
Lotte Duty Free has decorated the entire Now in Myeong-dong zone as a Korean-style pocha so Koreans and foreigners can experience local soju culture.
Attractions include a ‘Cheoeum Cheoreom My Label’ machine, which allows shoppers to personalise their purchases.
The first floor features a soju bar where various drinks and simple snacks are sold. Visitors can purchase beer (including Lotte Kloud Clear Zero no-alcohol), soju and cocktails.
Now in Myeong-dongOriginally named LDF House, Now in Myeong-dong was launched in October 2023 to revitalise Myeong-dong, a popular commercial district in Seoul (and home since 1980 to Lotte Duty Free’s flagship store), and create a new tourist attraction while driving duty-free spending. This April the concept took on its new branding, inspired by street signages in the district. The store logo features English and Chinese characters to cater to international customers as the retailer aims to make Now in Myeong-dong a tourist landmark.
In another innnovation, the travel retailer introduced an ‘employencer’ (a combination of ‘employee’ and ‘influencer’) campaign to allow its executives and employees to directly promote Now in Myeong-dong. The employees serve as brand ambassadors, producing content for various social media platforms, including the Now in Myeong-dong Instagram page. |
The second floor offers more than 100 Lotte Chilsung Beverage goods, including Krush beer glasses, soju dispensers, figurines and cushions. A photo wall of the Cheoeum Cheoreom and Krush models enhances the customer experience.
Various prizes are on offer, including shopping rewards, while a 150ml mini bottle of Chilsung Cider is being given away to all customers who purchase Lotte Chilsung Beverage goods.
Namgung Pyo, Head of Lotte Duty Free’s New Growth Business Division, said, “We have prepared a Somaek Pocha pop-up with Lotte Chilsung Beverage to introduce Korean liquor culture to many foreign tourists visiting Myeong-dong and for office workers who like Somaek.
“We will continue to provide differentiated experiences to customers by setting up various pop-up stores at Lotte Duty Free Now in Myeong-dong.” ✈
