[Hipple Hot Item] "Is this the tennis hot spot?" Gathering from players to tennis beginners

Jamsil Lotte World Mall Tennis Popup 'The Court'
Season 2 of This Year's Pan Kiwor... 50,000 Visitors on Weekends
Famous Equipment + Apparel Browsing Without Burden, Game Experience Too

On the afternoon of the 22nd, I visited 'The Court,' an experiential tennis pop-up store located inside Lotte World Mall in Jamsil, Songpa-gu, Seoul. Even before entering the underground connecting passage, the bright orange and green contrasting electronic signboards caught the eye, heightening anticipation. Despite it being a weekday afternoon, a variety of visitors came to this place?from those who carefully compared products by asking detailed questions to staff before making a purchase, to curious onlookers who stopped by the game booth set up on one side.

Last year, World Mall already tasted success when it first introduced The Court. The experiential tennis pop-up gathered tennis equipment, apparel, and accessories all in one place, attracting a limited-edition 'open run' crowd (waiting in line before the store opens) and drawing about 200,000 visitors over 10 days. The tennis craze centered on the MZ generation (Millennials + Generation Z), the promising growth potential of this newly emerging trend, and the popularity of sporty fashion that has expanded the appeal of 'tennis look' beyond just tennis players to fashion enthusiasts?all these factors aligned perfectly, leading The Court to return this year on a larger scale. Not only at Lotte World Mall, but The Court was also set up at Lotte Department Store branches in Incheon, Dongtan, Suwon, Busan Main, and the Premium Outlet Time Villas.

The entire pop-up space was designed like a tennis court with the concept of the 'French Open Tennis Tournament,' creating a 'photo-worthy spot.' The orange and green colors that stood out from the entrance are also symbolic colors of the French Open. In addition to famous tennis brands such as Wilson, Head, Yonex, Nike, Fila, and Diadora, a variety of tennis equipment, apparel, and accessories from brands gaining attention among people in their 20s and 30s?like Ron & De Marie, Love Forty, Saturday Leisure Club, and Invol?were showcased, attracting interest from experts to 'terini' (tennis beginners).

Visitors are participating in a screen tennis game using Nintendo at 'The Court,' an experiential tennis pop-up store inside Lotte World Mall in Jamsil, Songpa-gu, Seoul.
[Photo by Yuri Kim].

At the game zone, where visitors could participate in screen tennis games using Nintendo, a line of visitors eager to try it formed. Those who participated in the game or posted certification photos were given gifts such as grip tokens, reusable cups, and name tags based on the number of missions completed, encouraging even those unfamiliar with tennis to stop by. Since opening on the 19th, The Court has welcomed over 50,000 visitors during the three-day weekend.

Earlier, on the 13th, Lotte Department Store opened 'Tennis Metro,' an experiential tennis store including a court for tennis lessons on the 3rd floor of Lotte World Mall. By showcasing various tennis equipment and apparel, including limited-edition rackets, it has received great responses mainly from tennis enthusiasts. Around Tennis Metro, tennis apparel stores lined up. Although the domestic tennis market is rapidly growing centered on the 20s and 30s age group, it is still estimated to be only about 2% of the golf market size, indicating significant growth potential. The goal is to transform Lotte World Mall into a symbolic space that comes to mind when thinking of a 'tennis hot place.'

Those considering starting tennis should visit this pop-up without hesitation. The advantage is that famous equipment and apparel are gathered in one place, allowing visitors to browse at a glance and purchase if needed. Since weekends tend to be crowded, those who want to look carefully are recommended to visit on weekdays. The pop-up runs until the 29th (until the 28th at the Suwon branch).