Lotte Department Store Unveils 'K-Food' Souvenirs Captivating Foreign Tourists

Yeongdeok Snow Crab Shell Sauce presented through a collaboration between Lotte Department Store and Korea Tourism Organization. (Photo by Lotte Department Store)

[Asia Economy Reporter Jeon Jinyoung] Lotte Department Store announced on the 9th that it will join hands with the Korea Tourism Organization to promote ‘K-Food’ targeting foreign tourists.

First, they will commercialize and showcase eight ‘regional food tourism souvenirs’ that were developed over the course of about a year. After signing a business agreement last November to develop and support Korean food tourism souvenirs, Lotte Department Store and the Korea Tourism Organization conducted market research at 134 locations and selected around 100 items. Through multiple expert evaluations, eight regional specialties were finally selected, including ‘Daegae Gettakjijang’ (crab shell sauce) from Yeongdeok, Gyeongbuk, ‘Jocheong Caramel’ from Andong, Gyeongbuk, ‘Kim Snack’ from Seocheon, Chungnam, and ‘Yuja Sand Wafer’ from Goheung, Jeonnam. They actively participated in the entire process, including hygiene management, package design, and distribution consulting.

In particular, the ‘Daegae Gettakjijang,’ which has gained great interest from foreigners as ‘crab mukbang’ videos have become popular online, had its packaging method and design completely revamped to allow foreigners to easily enjoy it without discomfort.

They are also making efforts to open sales channels. From the 11th to the 17th, a pop-up store will be held on the basement first floor of the main store, showcasing a variety of regional food tourism souvenirs jointly planned by Lotte Department Store and the Korea Tourism Organization, as well as specialty foods. The interior and leaflets are designed to evoke the excitement of travel by creating an airport atmosphere, and the products are divided into international and domestic flights to add fun.

In the international section, the focus will be on the eight regional food tourism souvenirs, along with traditional snacks and ten types of traditional liquor, including bestsellers from the Sisiho-si store such as ‘Gwajeul,’ ‘Matbam,’ and ‘Jujube Chips.’ In the domestic section, a farmers market will be held in collaboration with ‘Sangsaeng Sanghoe’ to sell excellent local agricultural products by region.

After the pop-up at the main store, the momentum will continue in Seongsu-dong and Dongdaemun. From the 21st to the 27th of this month, Lotte Department Store will hold the second pop-up at Project Rent No. 5 in Seongsu-dong together with the Korea Tourism Organization. Then, on the 2nd and 3rd of next month, they will participate in the ‘2022 Korea Tourism Souvenir Expo’ held at Dongdaemun Design Plaza for two days.

Seo Sujeong, team leader of Sisiho-si at Lotte Department Store, said, “This project conducted with the Korea Tourism Organization is very valuable not only for widely promoting Korean food tourism souvenirs to foreign tourists but also for mutual growth with domestic local governments and small business owners.” She added, “We will continue to strive to lead fun and valuable projects that can promote Korean culture.”