[Report] "Jamsil Shopping District Buzzing"... Visiting Lotte Department Store's 'Christmas Market'

Christmas Market Open Until May Next Year
Unique Shops Targeting 2030 Entered
All Weekend Stock of 1st and 2nd Fast Pass Tickets Sold Out

"Let's take pictures here too! I think they'll turn out great."

On the 20th, the grassy plaza at Jamsil Lotte World Mall was bustling with crowds eager to explore the 'Christmas Market' despite the chilly weather. Around the large tree set up at the entrance, many were seen taking commemorative photos. A couple in their twenties found a less crowded spot near the tree and took pictures of each other.

Entrance view of Lotte Christmas Market. Provided by Lotte Department Store.

Lotte Department Store opened its second Christmas Market on this day to celebrate the Christmas season. This year's Christmas Market focused on recreating a European Christmas market under Lotte Department Store's Christmas theme, 'Wonderful Showtime.' Thanks to attracting 240,000 visitors during last year's event period, this year's market has grown larger than last year. The number of shops increased by 16 to a total of 41, and the area expanded by 20% to 700 pyeong. The spot where last year's Christmas Market was held is now occupied by the luxury brand Chanel's 'Ice Rink.'

Interior view of Lotte Christmas Market. Photo by Minji Lee.

Passing the large tree at the entrance, dozens of shops came into view. Inside containers painted green, yellow, and red were accessory shops, gift shops, towel shops, and more. Last year, shops were arranged consecutively inside a glasshouse (vinyl tent), which felt cramped and stuffy, but this year, shops were separated into containers to enhance openness and convenience. Although it was morning and the lights were not visible, small bulbs were hung throughout the shops to add a touch of brilliance.

'Christmas Shops' lined up at Lotte Christmas Market. Provided by Lotte Department Store.

Distinctive shops that caught consumers' attention were also present. 'Present Moment,' a famous Christmas specialty select shop from Mangwon-dong; 'Teto,' which sells colorful towels; and 'The Maison,' offering unique tableware, all attracted continuous visitors eager to browse their products.

Jang Hye-bin, team leader of brand marketing at Lotte Department Store, said, "When organizing this Christmas Market, we focused on including many experiential contents so visitors could touch, eat, and feel directly." She added, "We actively reflected the improvements suggested by last year's visitors in this market." Jang has been leading the Christmas Market initiative since last year and began planning this year's market in April.

The reason Lotte Department Store puts great effort into the Christmas Market is that it is an important event to attract potential customers in their 20s and 30s. About 70% of visitors to last year's Christmas Market were in their 20s and 30s. It also has a positive effect on sales. The market is surrounded by Lotte Mall, the department store, and a supermarket, providing plenty of entertainment options. A Lotte Department Store official explained, "After holding the market for the first time last year, not only Lotte Mall but also the Jamsil commercial district saw an increase in sales."

Lotte Christmas Market 2024 view. Provided by Lotte Department Store.

Due to the cold weather, the area that attracted the most visitors that day was the 'food stalls' where simple meals could be enjoyed. The food stalls were placed inside a glasshouse so consumers could enjoy their meals warmly. The number of shops increased compared to last year, with two glasshouses set up in total. Many people sought warm non-alcoholic mulled wine to thaw their frozen bodies. Families were seen purchasing fish cakes and tteokbokki at snack shops to satisfy their hunger.

Consideration for families was also evident. This year, Lotte Department Store placed a carousel, popular among children, in the middle of the Christmas Market. Last year, to ride the carousel, visitors had to leave the market and walk to another location, but this year, the carousel was brought inside the market so parents and children could enjoy the event together in one space. For children, a 'Tintin Shop' selling goods related to 'Lego,' 'Playmobil,' and the cartoon character 'Tintin' was included, and a 'Wall of Wishes' where visitors could hang their wishes was also installed.

The carousel located inside the Lotte Christmas Market. Photo by Minji Lee.

Meanwhile, this Christmas Market will run daily from 10:30 a.m. to 10 p.m. for 47 days until January 5 of next year. To enter the market, visitors can purchase a 'Fast Pass' (10,000 KRW, includes entry for one companion) through the application (app) for quick access or buy a general admission ticket (2,000 KRW) on-site. The first and second batches of Fast Pass tickets were sold on the 13th and 19th of last month, and weekend tickets have already sold out. Considering weekend congestion, the number of Fast Pass tickets was increased by about 10% compared to before but still sold out quickly. The third batch of Fast Pass tickets will be sold on the 3rd of next month.