Lotte Homeshopping's "Bellygom" Holds First Large-Scale Exhibitions in Hong Kong and Taiwan, Accelerates Global Expansion

Large-Scale Bellygom Exhibition at Hong Kong's Biggest Outlet
Targeting K-Content Demand with Experiential Events
Plans to Expand into China, Malaysia, India, and More

On July 15, Lotte Homeshopping announced that its self-developed popular character, Bellygom, has successfully held its first large-scale exhibitions in Hong Kong and Taiwan, further expanding its global presence.

Lotte Homeshopping character Bellygom's "Dive Into Summer" exhibition and pop-up store held at Hong Kong's Citygate Outlet. Provided by Lotte Homeshopping

Starting from July 11, Bellygom has been simultaneously hosting exhibitions at major shopping malls in both Hong Kong and Taiwan, receiving an enthusiastic response from local visitors. This year, the company plans to expand its activities into the Greater China region, focusing on Hong Kong, where interest in K-content is rapidly increasing among younger generations. Until August 31, a pool-themed "Dive Into Summer" exhibition is being held at Citygate Outlet, the largest outlet mall in Hong Kong. The exhibition features six photo zones, including a 5-meter-tall Bellygom sculpture floating on a tube, "Lifeguard Bellygom," and "Surfing Bellygom."

In Taiwan, a summer beach-themed exhibition and pop-up store are being held at the Zhongxiao branch of Sogo Department Store until July 20. Additionally, Bellygom is scheduled to participate in the "2025 Creative Expo" in Taiwan, which will take place starting August 5.

Bellygom Overseas Expansion Status. Provided by Lotte Homeshopping

After gaining attention in Korea with a large-scale public exhibition in 2022, Bellygom expanded into Thailand in 2023, followed by Japan and Taiwan in 2024. To date, approximately 500 Bellygom licensed products have been launched in global markets. The company also plans to enter new regions, including China, Malaysia, India, and Russia.

Jung Ji-hyun, Head of the Content Development Lab at Lotte Homeshopping, stated, "We are expanding opportunities to engage with global fans through public exhibitions, pop-up stores, and merchandise by leveraging the competitiveness of the Bellygom IP, which now extends beyond Korea to the world." She added, "We plan to further broaden our activities into new regions by expanding customized content that reflects trends and demand in each country."