Lotte Duty Free Strengthens Hallyu Marketing by Partnering with CJ ENM

At the MOU signing ceremony between Lotte Duty Free and CJ ENM held on the 24th at Lotte Duty Free headquarters in Jung-gu, Seoul, Lee Gap, CEO of Lotte Duty Free (left), and Lee Seonghak, Head of Content Solutions at CJ ENM, are posing for a commemorative photo. (Photo by Lotte Duty Free)

[Asia Economy Reporter Seungjin Lee] Lotte Duty Free announced on the 25th that it plans to conduct global Hallyu marketing through a strategic business agreement with CJ ENM.

On the 24th, Lotte Duty Free held a signing ceremony for a "Joint Marketing Agreement Utilizing Hallyu Content to Contribute to the Revitalization of Korean Tourism" with CJ ENM at the Lotte Duty Free headquarters in Jung-gu, Seoul. Attending the ceremony were Lee Gap, CEO of Lotte Duty Free, Lee Seonghak, Head of Content Solutions at CJ ENM, and Lee Sangjin, Head of Marketing at Lotte Duty Free, among others, who shared various opinions and agreed to closely cooperate for the globalization of Hallyu.

Lee Gap, CEO of Lotte Duty Free, said, "Starting with strengthening joint marketing of Hallyu content with CJ ENM, we aim to proactively prepare for the post-COVID-19 era from a marketing perspective," adding, "We expect that the collaboration between the two companies, which have been dedicated to the globalization of Hallyu, will create great synergy."

Lee Seonghak, Head of Content Solutions at CJ ENM, stated, "We expect synergy from combining Lotte Duty Free’s brand value with CJ ENM’s content," and added, "Based on the marketing resources and know-how possessed by both companies, we will take the lead in spreading new Hallyu culture in the untact (contactless) era."

This meeting between the two companies is the second following the influencer content production launched in June last year. At that time, Lotte Duty Free signed an agreement with CJ ENM’s MCN (Multi-Channel Network) DIA TV and introduced shopping entertainment content featuring famous domestic creators such as ‘Uirinam’ and ‘Deuktemhaetnam.’ The entire video series recorded a total of 16 million views, gaining great popularity.

Through this MOU, Lotte Duty Free plans to produce Hallyu drama support campaign videos and related content to be exposed on CJ ENM’s broadcasts and both companies’ SNS channels. In particular, content exposure on tvN Asia (tvN Southeast Asia channel) is expected to bring effective marketing results for Lotte Duty Free, which operates duty-free stores in countries such as Vietnam and Singapore.

Additionally, Lotte Duty Free plans to jointly plan fan meetings for CJ ENM dramas scheduled to air next year with CJ ENM, allowing domestic and international fans to enjoy various content both online and offline. Furthermore, the two companies will collaborate on unique Hallyu marketing initiatives to contribute to the revitalization of Korean tourism.