Lotte Duty Free, LDF Magazine Revamp... Expanding Communication with Global Customers

LDF Magazine Global Expansion and Revamp, Strengthening Consumer Content
Launch of 5 Additional Versions Including English, Chinese, Japanese, and Vietnamese

[Asia Economy Reporter Yuri Kim] Lotte Duty Free announced on the 18th that it has expanded the global reach and revamped the content of its LDF Magazine service.

Since August 2018, Lotte Duty Free has introduced 'LDF Magazine' for VIP customers and domestic members such as KakaoTalk Plus Friends. Through the magazine, it provided notifications of Lotte Duty Free online and offline events and exclusive coupons for subscribers. It introduced various trends related to the duty-free industry such as travel, fashion, and beauty, and for recommended products, it enabled one-click purchases linked to the Lotte Internet Duty Free website.

Lotte Duty Free is expanding communication with multinational customers by adding five language versions: English, Japanese, Chinese (Simplified and Traditional), and Vietnamese. This expands the subscriber base from 800,000 domestic subscribers to 1.8 million globally, approximately doubling the reach. Lotte Duty Free aims to secure a total of 2.1 million subscribers by the end of this year. Domestic customers can subscribe by adding Lotte Duty Free’s KakaoTalk Plus Friend, while foreign customers can receive the magazine via email by signing up on the Lotte Internet Duty Free global site and consenting to email reception.

The March issue introduces topics such as the 'semi-office look' trending due to the implementation of remote work, and 'vegan cosmetics' popular among the MZ generation in 2021, with health and environment as key themes. New content has also been introduced to expand customer engagement. Monthly interviews featuring Lotte Duty Free officials and famous brand buyers will be conducted, and differentiated content such as exclusive popular products from Lotte Duty Free will be showcased.

To promote K-culture, a 'STAR AVE.' section covering behind-the-scenes stories of Lotte Duty Free model advertising shoots has been added. Mobile cuts of Lotte Duty Free models, downloadable only from LDF Magazine, will also be released each issue. The global version will newly feature the 'K-CLASS' corner, an educational content segment aimed at widely promoting the Korean language to foreigners. It will easily cover practical words frequently used in beauty, fashion, and shopping through dialogues.

Lee Sang-jin, Head of Marketing at Lotte Duty Free, said, "We have expanded and revamped LDF Magazine to strengthen interactive communication with global customers," adding, "We will continue to play a role in widely promoting K-culture through diverse content."