"Opening Tennis Popup"... 50,000 Visitors at Lotte Department Store's 'The Court'

"From Mania to Terini"
Over 50,000 Visitors in 3 Days Since Opening on the 24th
Popular Special Edition Rackets, Fashion, and Goods
Tennis Population Growing, Centered on MZ... "Will Continue Experience Pop-ups"

On the 25th, a large crowd gathered at 'The Court,' an interactive tennis pop-up store located in the Atrium Plaza of Lotte World Mall in Jamsil, Songpa-gu, Seoul. According to Lotte Department Store, more than 50,000 people visited the site from its opening on the 22nd until the 26th.

[Asia Economy Reporter Yuri Kim] Last weekend, the Atrium Plaza on the 1st floor of Lotte World Mall in Jamsil, Songpa-gu, Seoul was bustling. The experiential tennis pop-up store "The Court," presented by Lotte Department Store, attracted a large crowd. Visitors, upon entering the pop-up store, were greeted by the cheers of spectators and the sound of hitting balls, as if they were at an actual tennis court, engaging in product purchases and experiences. They joined the waiting line to take "certification shots" at the central photo zone, decorated with a purple court, oversized rackets, and tennis balls. A long queue also formed in front of the "mini tennis court," where an event was held giving prizes to those who hit balls launched from a ball machine at high speeds.

According to Lotte Department Store on the 27th, more than 50,000 people visited the experiential tennis pop-up store The Court over the three-day weekend (24th?26th) since its opening on the 24th. The high visitor count was attributed to word-of-mouth among tennis enthusiasts and the large participation of "Tereni"?beginners who have recently developed an interest in tennis. In particular, limited quantities of special edition rackets such as Wilson's global top brand "Blade," as well as models like "Clashy," "Brito," and "Roland Garros," were unveiled, leading to queues forming even before the pop-up store opened for those eager to purchase them. Tennis line shoes, hats, and other items from Nike, Adidas, and others, introduced in collaboration with Korea's largest tennis distributor "Tennis Metro," were also popular. Among customers who came to see rackets, some arrived immediately after morning tennis matches, still wearing their sportswear. This pop-up, which encompassed tennis-related products including rackets, fashion apparel, and accessories, also saw significant sales effects. Thanks to the pop-up, sales in Lotte Department Store's sports product category rose 15% year-on-year from the 24th to the 26th.

Tennis, along with golf, is a sport gaining attention from the MZ generation (Millennials + Generation Z). The domestic tennis population is estimated to be around 500,000 to 600,000, rapidly increasing mainly among those in their 20s and 30s. It is also estimated that about 1.6 million people use tennis courts at least once a month. Compared to golf, tennis offers better urban accessibility and features many fashion items that can be worn as everyday clothing, making it popular among younger generations. Casual clothing products from brands like Tennis Boy Club and Ape the Great were also introduced at this pop-up.

Lotte Department Store focused on this growing popularity and prepared this pop-up store for five months. Particular attention was paid to the spatial design. The event space, designed with a tennis court concept, is 357㎡ (approximately 108 pyeong), 1.4 times larger than an actual tennis court, making it the largest tennis pop-up held in Korea. To commemorate the world's largest tennis tournament, the Wimbledon Open in the UK, the space was decorated using Wimbledon’s signature colors: green, purple, and white. Kim Sangheon, Chief Buyer of Sports at Lotte Department Store, who planned and oversaw the event, said, "The space is divided into product stores, event areas, service zones, rest areas, and food & beverage (F&B) spaces, earning it the reputation of being like an amusement park themed around tennis." He added, "After this pop-up, which runs until the 3rd of next month, we will continue to introduce events featuring new sports."