Lotte Department Store Dongtan Branch 1st Anniversary... Bellygom Comes to Celebrate

The Terrace at Lotte Department Store Dongtan Branch.

[Asia Economy Reporter Jeon Jinyoung] Lotte Department Store Dongtan Branch announced on the 16th that it will present various events to celebrate its 1st anniversary since opening.

Opened on August 20th last year, the Dongtan Branch has received positive responses in the region, mainly from young family customers and the MZ generation (Millennials + Generation Z). The sales composition ratio of customers in their 30s and 40s at the Dongtan Branch accounted for more than 70% of total sales, which is about 20 percentage points higher than the average sales composition ratio of department stores in the Seoul area. Additionally, the average age of purchasing customers in their 30s and 40s was found to be about 5 years younger than the average age of purchasing customers in the same age group across all Lotte Department Store branches.

Lotte Department Store attributed this to continuously introducing kid-related content ranging from fashion, beauty, luxury goods, to experiential spaces as part of its strategy to target the Dongtan area. Accordingly, to celebrate the 1st anniversary, the Dongtan Branch prepared new brands along with experiential events and pop-up stores so that customers visiting the department store can enjoy a unique shopping experience.

First, ‘Bellygom’ will visit the Dongtan Branch to celebrate its 1st anniversary. From the 18th of this month to the 12th of next month, a pop-up store selling the newly released ‘Bellygom Signature Sitting Doll’ and ‘Bellygom Face Cushion’ will operate on the 1st floor. From the 20th to the 12th of next month, mini Bellygom dolls will be exhibited on the 3rd floor at ‘The Terrace.’ The large Bellygom doll, ‘Amazing Bellygom,’ will also meet customers on the 3rd floor at The Terrace from the 1st to the 12th of next month.

Next, until the 28th, a pop-up store for Prada’s ‘Prada Tropico’ will be operated on the 1st floor. Additionally, a docent tour-style ‘Luxury Watch & Jewelry Gallery,’ introducing luxury watch and jewelry products along with their history, will be presented until the 28th.

Until the 25th, visitors can experience a whiskey pop-up store featuring brands such as ‘Chivas Regal,’ ‘Jameson,’ and ‘Hendrick’s Gin,’ as well as the ‘Old Ferry Donut’ pop-up store, which has been gaining popularity on social media and selling out daily until the 28th. For child customers, the SNS trending brand ‘Dot to Dot’ pop-up store will also be available. The ‘Ricket’ influencer market will present various fashion products from fashion creators, and the ‘mtl X Ricket’ flea market, a collaboration with the ‘mtl’ caf? brand, will also be showcased.

The ‘MZ Hobby Crew’ for young customers will also operate starting from the 20th. This program is planned in cooperation with local communities and will host various hobby activity groups, including a running crew, busking, and dance crews. Furthermore, premium content such as golf training, overseas fashion brand MDs, and pop-up stores will continue to be strengthened.

Lee Jongseong, head of Lotte Department Store Dongtan Branch, said, “Over the past year, the Dongtan Branch has received positive responses from the MZ generation and young family customers through brand composition that actively reflects the characteristics of the commercial district, as well as content and events. We will continue to strengthen external activities such as cooperation with local communities to become a landmark representing Dongtan.”