SOUTH KOREA. Lotte Duty Free today signed an agreement with the King Sejong Institute Foundation to promote Korean culture and language through its network.
The King Sejong Institute Foundation is a public body overseen by the Ministry of Culture, Sports and Tourism, established to manage Korean language education abroad and to encourage interest in Korean culture overseas. It operates across 213 institutes in 76 countries.
At the signing ceremony, Lotte Duty Free CEO Lee Kap and King Sejong Institute Foundation Chairman Hyunhwa Kang agreed to use their respective channels and capabilities to promote K-Culture.
The agreement includes providing information on the King Sejong Institute Foundation through Lotte Duty Free shops, notably via its LDF Magazine. Since March, the title is available in six languages: Korean, English, Japanese, Simplified and Traditional Chinese, and Vietnamese. Last month the retailer said it aimed to more than double the publication’s current 800,000 subscriber base to 2.1 million by year-end.
Through a new ‘K-Class’ corner section, the LDF Magazine will feature content on the latest trends in Korean beauty, fashion and shopping. Overseas customers can subscribe to LDF Magazine by e-mail through the retailer’s online platform. Koreans can receive the bi-monthly Magazine through chat app KakaoTalk using its Plus Friend feature. In the May edition, said Lotte Duty Free, features related to food and fashion will appear.
Lee Kap said: “Through this business agreement, Lotte Duty Free has a great opportunity to inform foreign customers of Korean language in a fun and beneficial way. We will continue to use various Korean Wave content to promote Korea and attract tourists. In doing so, Lotte Duty Free will take the lead.”
Lotte Duty Free also recently hosted the 30th edition of its Family Concert series, which has run since 2006. It recorded 550,000 simultaneous users and 2.2 million views, attracting 900,000 new members. Stars included BTS, GFriend and Hwang Chi-Yeul.
