SOUTH KOREA. Lotte Duty Free has launched a K-official mascot pop-up zone in partnership with the Korea Customs Service, targeting foreign shoppers during the Korea Duty Free Festa and the country’s peak inbound tourism season.
Running until 31 May at Lotte Duty Free World Tower, the experiential activation promotes regional tourism content through character-led displays and interactive experiences.
While foreign demand for K-culture continues to surge, the campaign seeks to encourage interest in destinations beyond Seoul and the metropolitan area, which still account for 82.7% of foreign tourist visits.
The opening ceremony, held yesterday (21 May) at Lotte Duty Free World Tower, was attended by key representatives from both parties, led by Lee Jin-hee and Yang Hee-sang.
The activation features mascots from four local governments, including Daejeon’s ‘Kkumdori’, Jinju’s ‘Hamo’, Suncheon’s ‘Lumi & Ttungi’, and Yongin’s ‘Joayong’, alongside the Korea Customs Service mascot ‘Mata’.
Visitors can explore a variety of destination-inspired merchandise highlighting each region’s identity and character concepts, alongside tourism content from participating local governments.
Booths have been individually designed to reflect the attractions and visual identity of each destination, complemented by tourism posters and brochures intended to boost foreign tourists’ interest in regional travel across Korea.
The pop-up also offers interactive elements including photo zones with the regional characters and roulette events, giving customers the chance to win prizes such as local currency vouchers and themed merchandise.
A Lotte Duty Free representative said, “We hope this pop-up zone will serve as an opportunity to naturally introduce the diverse appeal of Korea’s regional tourism through K-mascots.
“Going forward, we plan to continue collaborating with the Korea Customs Service and participating local governments on various initiatives to help revitalise domestic regional tourism.” ✈
