SOUTH KOREA. Lotte Duty Free today announced the signing of two more big K-pop stars, boy bands Super Junior and Stray Kids, for its new global marketing campaign designed to reinforce international travel’s rapid recovery.
As reported, the Korean number one and world number two travel retailer announced late last month that it was building on its proud tradition of Hallyu (Korean wave) marketing by introducing a stellar line-up of celebrity faces. It began with singer and actor Lee Jun-ho and girl group Aespa. More names will be unveiled through the rest of the year.
Lotte Duty Free said that it had selected Super Junior (often called the ‘King of Hallyu’) and Stray Kids “to capture the fan hearts of customers around the world beyond Asia”.
The retailer unveiled video content on Instagram earlier this week announcing Stray Kids. Today it revealed the return of blockbuster group Super Junior, who had served as Lotte Duty Free models from 2013 until the pandemic struck.
Stray Kids debuted in 2018, their surging popularity culminating this March with a number-one hit on the US album chart Billboard 200. That success established them as a global trending group.
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An SNS event announcing Super Junior’s return has been uploaded along with a ‘Guess Who?’ video revealing the model line-up.
Since debuting in 2005, Super Junior has been synonymous with the Korean Wave, buoyed by a string of hits including ‘Sorry Sorry’ and ‘Beautiful Girl’. Super Junior have been regular favourites at the Lotte Duty Free Family Concert and also attended the retailer’s store opening at Noi Bai International Airport in Hanoi, Vietnam.
Lotte Duty Free said that it plans to accelerate customer diversification by targeting the Southeast Asian market. Super Junior and Stray Kids, which each have a strong fan base in the region, will play a leading role in the promotional activity.
An array of content, including interviews and photos with both bands, will feature in Lotte Duty Free’s SNS account and LDF magazine and in the retailer’s stores at home and abroad.
Lotte Duty Free Head of Marketing Lee Sang-jin said, “As the number of tourists visiting South Korea is increasing in Southeast Asia and a new store opening in Da Nang [Vietnam] is also ahead, we plan to present various events with new models to captivate the fans’ hearts.
“We will contribute to the recovery of the domestic tourism market by actively utilising marketing related to shopping.”
