SOUTH KOREA. Lotte Duty Free has today (7 January) revealed its latest brand ambassadors, K-pop groups KickFlip and Hearts2Hearts, as it targets international shoppers for the new year.
Riding the wave of the ongoing global K-pop boom, the partnership will showcase a variety of K-content, including brand campaigns featuring the groups across the retailer’s stores in Korea and abroad, as well as its social media channels.
In addition, Lotte Duty Free is set to reopen its upgraded Star Avenue on the ground floor of Lotte Duty Free’s Myeong-dong, Seoul flagship store.
Star Avenue is an experiential Hallyu (Korean Wave) cultural space featuring photos and videos of Hallyu music, film and television stars. It is a hugely popular attraction for international and Korean visitors.
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Lotte Duty Free’s new brand ambassadors were first teased in ‘Who’s Next?’ videos on 5 and 6 January, which unveiled KickFlip and Hearts2Hearts, respectively, alongside celebratory social media activities.
The retailer highlighted its plans to introduce more K-pop artists with significant global followings, beginning with the two groups.
KickFlip, a seven-member boy group under JYP Entertainment, debuted in January 2025. The line-up includes Kyehoon, Amaru, Donghwa, Juwang, Minje, Keiju and Donghyun.
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Since their launch KickFlip has made a remarkable ascent, performing at major global festivals such as Lollapalooza in Chicago, Summer Sonic 2025 in Japan and the TMElive International Music Awards in Macau, earning recognition as a ‘K-pop super rookie.’
Hearts2Hearts, SM Entertainment’s eight-member group, includes Jiwoo, Carmen, Yuha, Stella, Juun, A-na, Ian and Ye-on.
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Since their debut in February last year, the girl group has quickly gained international recognition, earning seven rookie awards at major K-pop ceremonies, including Mnet Asian Music Awards and Melon Music Awards.
Lotte Duty Free Head of Marketing Division Nam Gung-pyo said, “We will continue to strive to deliver joy to our customers through diverse K-content and differentiated services.”
The latest K-pop collaborations further underscore the company’s role as a pioneer in entertainment marketing, blending tourism and entertainment to deliver K-content initiatives, including web dramas and concerts developed with K-pop artists. ✈
