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Ever since LOTTE DUTY FREE introduced marketing strategies related to Korean Wave celebrities, it has led "Entertourment Marketing" combining tourism and entertainment. LOTTE DUTY FREE will continue to serve as an ambassador of K-CULTURE which takes the lead in promoting Korean culture and revitalizing the tourism industry.

2004 - 2006
Korean Wave marketing through the power of culture.
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."
2007 - 2014
Diverse world with diverse stories
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.
2015 - 2017
Telling the world about Korea and leading the tourism industry
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.
2018 - Current
A new way of communication with the customers - Closely, and friendly
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.
Key Points of


As the proven leaders of K-culture, LOTTE DUTY FREE will
continue to take the lead in spreading Korean culture to the world.
Family Concerts Since 2006
Total Family Concert audiences
K-Wave Models
Top stars of the Era 15 Team
The Korean Wave star model
who's on the Guinness Book of Records(as of 2017)
Fan Meetings Since 2010
Total number of times performed
Music Videos
Selected on the YouTube ad leaderboards TOP20
So I’m Loving You / You’re So Beautiful
Web Dramas 250 million views
7 First Kisses / Secret Queen Makers
Hi! High!
Korea Movie
Beginning of a Lyrical Journey
Enjoy the brand essence of LDF in

Star Avenue

Experience a variety of attractions offered by Lotte Duty Free.
Star Avenue Main Store
  • 1F, Main Branch of LOTTE Department Store, 30, Euljiro, Jung-gu, Seoul
  • Subway Euljiro-ipgu Station, Subway Line 2,Exits 7 and 8, between LOTTE Department Store and LOTTE Hotel
  • Usage time 09:00 ~ 20:00
A space where you can walk through a large media tunnel and enjoy exclusive photos/videos of Lotte Duty Free
Enjoy interactive mirror media and photo spots at Lotte Duty Free
Meet the handprints of Lotte Duty Free's celebrity endorsers: Super Junior, Lee Junho, Twice, Stray Kids, and Aespa