SOUTH KOREA. Lotte Duty Free has rolled out a Snoopy Market pop-up concept at its Now in Myeong-dong experiential duty-free shopping showroom in Seoul.
The themed pop-up, which runs until 14 August, features the famous anthropomorphic beagle character in the classic comic strip Peanuts by Charles M. Schulz.
Snoopy is joined by other notable characters including Charlie Brown and Woodstock, who remain highly popular even 70 years since they were introduced.
The campaign was developed through a marketing collaboration with IP commerce company Bo Friends.
Lotte Duty Free transformed the entire Now in Myeong space into a Snoopy Market concept, featuring thematic photo zones and rest areas.
The pop-up also offers 500 colourful Snoopy products including 32 limited-edition Snoopy dolls, key chains and portable fans, exclusively available at Now in Myeong-dong.
In addition, the travel retailer has prepared a variety of Snoopy-themed F&B offerings including marshmallow ice cream, cookies, coffee and drinks to local and foreign visitors in Myeong-dong.
Visitors at the Now in Myeong-dong store also get the opportunity to win special rewards through a lucky draw. The prizes can be used at Lotte Duty Free’s flagship location or the shopping showroom.
Lotte Duty Free is offering a Snoopy gift to shoppers and a -30% discount on Bo Friends tumblers and cups to those who buy cookies worth more than KRW19,900 (US$15).
Lotte Duty Free Head of New Growth Business Division Nam Gung-pyo said: “We have prepared a Snoopy pop-up store loved by all ages to provide valuable memories to domestic and foreign customers.
“We will continue to collaborate with famous character IPs and brands at Lotte Duty Free Now in Myeong-dong in the future. We plan to expand and improve customer experience.”
As reported, Lotte Duty Free recently rebranded its experiential duty-free shopping showroom, originally called LDF House, under the name Now in Myeong-dong.
The visual identity is inspired by street signages of the popular commercial district in Seoul (and home since 1980 to Lotte Duty Free’s flagship store). The store logo features English and Chinese characters to cater to international customers as the retailer aims to make Now in Myeong-dong a tourist landmark in the country. ✈
