SOUTH KOREA. Lotte Duty Free’s World Tower store has entered into a strategic partnership with the Songpa-Jamsil Tourism Special Zone Council to drive inbound tourism and enhance the visitor experience in one of Seoul’s key travel destinations.
The memorandum of understanding was signed yesterday (4 June) at the World Tower store by Lotte Duty Free Head of Sales Yang Hee-sang and Songpa-Jamsil Tourism Special Zone Council Chairman Hwang Myung-hwa.
Songpa District, where the World Tower store is located, is a tourism area that attracted 2.98 million international visitors in 2025 and was recognised as Seoul’s top tourism special zone for the second consecutive year.
The World Tower store’s performance underscores the district’s growing appeal, with foreign customer numbers climbing +70% year-on-year during the January-May period.
The partnership will focus on attracting foreign visitors through a series of joint initiatives, including shopping promotions for member organisations and partners; collaborative tourism events at the World Tower store; and the joint development of K-culture and gastronomy-led tourism products.
Lotte Duty Free Head of Sales Yang Hee-sang said, “By combining the rich tourism content of Songpa and Jamsil with duty-free shopping, we will provide differentiated experiences for domestic and international visitors while also contributing to the revitalisation of the local business community.”
The partnership supports Lotte Duty Free’s wider efforts to develop the World Tower store as a cultural tourism destination.
In addition to its duty-free offer, the store operates the K-Museum & Gift store and has collaborated with the Korea Customs Service on the K-Public Character Goods Pop-up Zone.
By combining retail with cultural discovery, these concepts have helped establish the store as a distinctive tourist attraction. ✈
