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JAPAN/SOUTH KOREA. Lotte Duty Free officially launched popular Korean boy band Supernova as its latest celebrity partners at a press conference in Tokyo last Friday.
Supernova enjoys huge popularity in Japan, a key target market for Lotte Duty Free.
The Seoul-based travel retailer also previewed its new 2013 music video campaign, which will be officially released on 5 September.
Lotte’s association with ‘the Korean wave’ or ‘hallyu’ has proven hugely successful since 2009.
The popularity of Korean drama and pop music (K-pop) has been a cultural phenomenon through East and Southeast Asia over recent years, a dynamic that Lotte has tapped into to grow its profile with young consumers throughout Asia.
The 2013 campaign, themed ‘You’re so beautiful’, features several big name K-pop stars, including Supernova, Kim Hyun-Joong, 2PM and Super Junior.
The video follows a storyline of ‘Dream travel starts with Lotte DFS’, in which the consumer travels around the world with the K-pop celebrities.
Explaining the choice of Supernova, a senior Lotte spokesman told the press conference: “They are so cool, aren’t they?
| //www.youtube.com/embed/Qvenc8IPTaE |
Click to view the YouTube video of the making of Lotte’s 2013 music video |
“Also they have been more active in Japan than other Hallyu stars, so we chose them this time. Their presence and ambience are well matched to our concept for the latest music video.”
Asked how the band felt about becoming Lotte Duty Free faces, Supernova member Kwang Soo replied: “To be honest, becoming a DFS ad model, especially for Lotte DFS, was my dream since I started our activities in Japan. After four years, we finally made it come true.”
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Korean pop website Kpopstarz.com pictures Supernova celebrating their new partnership with Lotte |
