Star Avenue

The Korean TV series Winter Sonata promoted Korea's cultural content worldwide
and initiated the Korean Wave marketing.
LOTTE DUTY FREE took Bae Yong-joon as a model and developed various tourism content
such as tour packages and relevant merchandises, leading the Korean Wave boom.
This swift strategy became the opportunity for LOTTE DUTY FREE to be recognized as
"the exemplary case of Korean Wave marketing."

To cater to the various needs of customers in different countries,
LOTTE DUTY FREE has hired not only actors and singers but also models from
diverse fields such as makeup artists for the first time in the industry.
Top celebrities from Korea, Japan and China are casted every year,
making up around 10 teams, which has become a huge trend in the industry.
Being selected as a model of LOTTE DUTY FREE started to be regarded as the
gateway to become Korean Wave celebrities. The annual line-up for
LOTTE DUTY FREE models is gaining the limelight every year.

Intangible values including the Korean image and culture were portrayed
sensibly in advertisement. This marketing content was donated to local
communities such as Seoul, Busan and Jeju, and LOTTE DUTY FREE cooperated
with them and built infrastructure to attract foreign tourists.
Such efforts made by LOTTE DUTY FREE greatly contributed in promoting the
charm of Korean tourism, which received a positive response worldwide.

Family Concert which will continue in the online format and social media
marketing to get closer to the customers became the new symbols of LOTTE DUTY FREE.
LOTTE DUTY FREE is not only sharing charms of K-POP and K-DRAMA but is also
working as an ambassador of K-CUTURE, promoting K-BEAUTY and K-FASHION by collaborating
with Korea's top influencers. LOTTE DUTY FREE is operating K-CLASS to 2.3 million global
members and providing Korean language educational content.