SOUTH KOREA. Lotte Duty Free has partnered with the 2026 Korea Tourism Contest as sponsor of its souvenir category, reinforcing the retailer’s commitment to championing local products and regional creativity.
Organised by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, the annual contest provides a national stage for tourism souvenirs inspired by Korea’s regional culture and heritage.
The programme recognises products that represent the Republic’s distinct identity, while helping drive tourism competitiveness and revitalise local economies.
The sponsorship marks the first time a Korean travel retailer has backed the contest, with the company introducing a ‘Lotte Duty Free CEO Award’ that will grant KRW1 million (US$674) each to three winners.
The retailer will provide participating companies with commercial support measures spanning online and offline sales opportunities, alongside product planning consultancy.
The company also outlined plans to work closely with award-winning businesses through mid- and long-term partnerships, supporting SME growth via joint marketing initiatives, global distribution opportunities and wider collaboration projects.
A Lotte Duty Free spokesperson said, “Duty-free shops are an essential shopping channel for international tourists visiting Korea, making them the optimal platform for promoting K-goods.
“Through this sponsorship, we will discover excellent tourism souvenirs and support their global expansion, growing together with the tourism industry ecosystem.”
As part of its drive to strengthen K-culture engagement among overseas travellers, Lotte Duty Free has rolled out several initiatives, including the launch of the K-Museum & Gift store at its Seoul World Tower location in February. The space highlights traditional Korean minhwa artwork and locally inspired gift items.
The retailer further extended these efforts in April through the campaign pictured below, created in partnership with Seoul’s official mascot, Hechi.
Alongside its cultural marketing activities, the company said it continues to advance its ESG agenda through cooperative programmes with local merchants and SMEs. ✈
