SOUTH KOREA. Lotte Duty Free has retained the top spot in the duty-free category of the 2026 National Customer Satisfaction Index (NCSI), extending its winning streak to eight consecutive years.
The award ceremony took place yesterday (8 July) at Lotte Hotel in Seoul.
The achievement builds on Lotte Duty Free’s strong performance in South Korea’s leading brand evaluations, following its 12th consecutive number one ranking in last year’s National Brand Competitiveness Index (NBCI) and its 19th straight Korea Brand Power Index (K-BPI) title announced in March.
The index, released by the state-run Korea Productivity Center, is based on a consumer survey in which Lotte Duty Free received high marks for its customer-focused service innovations. These include the roll-out of Line Pay Taiwan as a payment option and industry-first palm-vein payment technology at its Gimpo International Airport store.
The retailer was also commended for its ESG initiatives, including programmes that help outstanding small and medium-sized enterprises expand their market access, as well as employee-led charitable donation campaigns.
The survey results also indicate that Lotte Duty Free received an NCSI customer satisfaction score of 80 points with a 0% customer complaint rate, reflecting one of the highest levels of customer satisfaction in the industry.
Lotte Duty Free Head of Marketing Namgung Pyo said, “This meaningful achievement of ranking number one for eight consecutive years reflects our continuous efforts to improve customer convenience and enhance service quality.
“Going forward, we will continue to upgrade the shopping experience from the customer’s perspective and expand differentiated services to further strengthen our position as a trusted duty-free retailer.”
Lotte Duty Free currently operates 18 stores across five overseas markets, alongside eight stores in South Korea, underscoring its extensive global travel retail footprint.
The retailer continues to expand its exclusive product portfolio, most recently introducing food brand Arih to South Korea’s duty-free market. The brand has attracted significant attention through its collaboration with K-pop powerhouse BTS.
Lotte Duty Free has also reopened its fully refurbished Chanel Cosmetics boutique at its Myeong-dong flagship store as part of ongoing efforts to elevate its product offering and enhance the customer experience.
Looking ahead, the retailer said it will continue to expand customer-focused services and curated retail experiences to deliver greater value to travellers. ✈
