Maximizing Year-End Effect with 'Christmas Market'... Jamsil Lotte Eyes 3 Trillion Won

Long Queues Despite the Severe Cold on the 24th
Festivities Reminiscent of European Christmas Markets

World Mall Integration + MZ Effect + Popup Success + Endemic Foreigners
Surpassing Last Year's 2.5982 Trillion, Approaching 3 Trillion

On the 24th, when the severe cold snap began in earnest, a long queue formed in front of the approximately 7-meter-high large glass greenhouse-shaped 'Christmas Market' set up on the lawn plaza in front of Lotte World Mall in Jamsil, Songpa-gu, Seoul. Visitors bundled up in padded jackets waited for their entry reservations, warming their hands by blowing on them in the cold weather. Those who finished their waiting reservations hurriedly moved inside Lotte World Mall to have meals or enjoy shopping. Lotte Department Store Jamsil Branch plans to solidify its position as a top domestic department store with the 'year-end effect' led by this Christmas Market, which has been prepared for over a year.

Maximizing Year-End Effect with 'Christmas Market'... Jamsil Lotte Eyes 3 Trillion Won

A large crowd has gathered at the 'Christmas Market' that started on the 24th in the Arena Lawn Square in front of Lotte World Mall, Jamsil, Songpa-gu, Seoul.
Photo by Yuri Kim.

"Shopping for Christmas Gifts While Drinking Vin Chaud"

Upon entering, visitors were greeted by warm air that warmed their bodies, along with sights, foods, and activities that were more splendid and charming than European Christmas markets. At the market entrance, the German Christmas specialty store brand ‘K?the Wohlfahrt’ prepared a large Nutcracker doll in front of the store, inviting visitors to take commemorative photos. The interior was bustling as well. ‘Anci,’ which sells tableware such as wine glasses and cutlery that enhance the Christmas atmosphere at discounted prices, attracted shoppers. The domestic brand ‘Longboss Company’ caught visitors' eyes by showcasing various dessert-shaped candles.

There were also various activities to enjoy. In front of the tree on the right, a line formed for an event where visitors could take photos in a photo box and have them printed instantly. Those who took photos with bright expressions held the printed photos and took pictures again with the Christmas Market scenery as the background. On the 16th and 19th of next month, a photo time event with the official Santa Claus from Santa Village in Rovaniemi, Finland, is also scheduled.

Shoppers visiting the German brand 'K?the Wohlfahrt' at the 'Christmas Market' are browsing products such as handmade nutcracker dolls.
[Photo by Yuri Kim].

Many also enjoyed the food provided inside and outside. Visitors could taste a variety of snacks including the large apple-shaped French traditional Christmas dessert ‘Pom d’Amour,’ pumpkin soup, bread, cookies, and the vin chaud that comes to mind when thinking of Christmas markets. ‘Cafein Sinhyeon-ri,’ located on the outdoor deck, offered ‘Gl?hwein (vin chaud)’ along with authentic German ‘Nuremberg sausages,’ adding an exotic atmosphere. On one side, visitors could find Korea’s representative winter snacks such as bungeoppang (fish-shaped pastry), fish cake, and tangerines. The market featured a total of 25 brand products with over 2,000 items.

Jang Hye-bin, Marketing Planning Team Leader at Lotte Department Store, said, "The main departments of the department store collaborated for over a year to prepare this Christmas Market," adding, "Visitors can enjoy uniquely themed stores related to Christmas, ranging from affordable foods priced around 5,000 won to Christmas gifts, decorations, accessories, wine, and bakery items, making it accessible for everyone to enjoy without burden."

'Longboss Company,' which has entered the 'Christmas Market,' is showcasing dessert-shaped candle products.
[Photo by Yuri Kim].

Jamsil Lotte Eyes 3 Trillion Won ‘Year-End Effect’

As the main stores of Lotte and Shinsegae Department Stores became known as ‘Christmas photo hotspots’ in the Myeongdong area due to their exterior decorations, Jamsil introduced a super-large Christmas Market with experiential elements as a differentiated strategy. Last year, the Christmas Market showcased on the first floor atrium of Lotte World Mall attracted an average of 10,000 visitors per day, totaling over 200,000 visitors. This year, to allow more people to enjoy various Christmas contents, a super-large Christmas Market about six times larger than last year is being held until the 25th of next month, utilizing the outdoor site of approximately 1,983㎡ (about 600 pyeong), a strength of Lotte Jamsil Town. Above all, it is expected that the derivative consumption effect of visitors who make reservations to enter the market and then visit Lotte World Mall and AvenueL for shopping will contribute to the overall year-end sales growth of the department store.

The main target is the MZ generation (Millennials + Generation Z). Since last year, Lotte Department Store Jamsil Branch has focused on maximizing the ‘MZ effect’ by taking over the business rights of Lotte World Mall and operating it integrally. By continuously attracting fashion brands and food and beverage stores that were difficult to bring in from existing retailers, such as Ader Error, Mardi Mercredi, Knotted World, London Bagel Museum, and Blue Bottle, the proportion of the 20s and 30s age group in Lotte World Mall sales from January to October this year exceeded half.

The Lotte World Mall atrium also attracted MZ customers with a super-large experiential popup store. Last year, the removal of the existing crown sculpture on the basement first floor of AvenueL Jamsil Branch and the creation of a new young and luxurious brand popup space called The Crown was also effective. In fact, Lotte Department Store Jamsil Branch introduced more than 100 new brands from the beginning of this year. Including popup stores, about 300 new brands appeared at the Jamsil branch this year alone.

Various Christmas decorations showcased at the 'Christmas Market'
[Photo by Lotte Department Store].

Last year, Lotte Department Store Jamsil Branch recorded annual sales of 2.5982 trillion won, narrowing the gap with Shinsegae Department Store Gangnam Branch, which leads department store sales with 2.8398 trillion won, riding on the effect of incorporating Lotte World Mall. This year, Jamsil Branch, which recorded positive growth rates every month, aims to surpass the 3 trillion won annual sales mark by leveraging the year-end effect led by the Christmas Market. Next year, the main building renewal of the Jamsil branch will add momentum. An industry insider said, "Lotte Department Store Jamsil Branch forms a complex with AvenueL, Lotte World Mall, as well as the nearby Lotte World Tower and Lotte World Adventure, so there is a high possibility of additional sales expansion due to the gradually increasing effect of foreign tourists after the endemic." As of January to September this year, foreign sales at Lotte Department Store Jamsil Branch increased by 150% compared to the previous year.