Lotte Department Store Opens Second "Kinetic Ground" at Jamsil Branch

Featuring 19 Brands Across 5,000 Square Meters
Popular IP Stores Including "Rilakkuma" and "Crayon Shinchan"
"Musinsa Store" to Open Soon

Lotte Department Store announced on the 25th that it will open the second store of its K-fashion specialty zone, "Kinetic Ground," on the second floor of its Jamsil branch on the 26th.

View of the 9th floor Kinetic Ground at the main store located in Sogong-dong, Jung-gu, Seoul. Provided by Lotte Department Store

This new store spans approximately 5,000 square meters (1,500 pyeong) and features a total of 19 brands. It has been designed as a multi-purpose space that combines K-fashion, lifestyle, and popular intellectual property (IP) content, tailored to the characteristics of Lotte Town Jamsil, which integrates shopping, culture, experiences, and tourism.

First introduced at Lotte Department Store Myeongdong in July, "Kinetic Ground" is an experimental space that supports the growth and overseas expansion of K-fashion brands. Since its opening, it has continuously attracted new customers. In particular, thanks to synergy with the adjacent duty-free shop, foreign customers now account for 50% of visitors.

The newly opened Jamsil branch will actively leverage the synergy of "Lotte Town Jamsil," which attracts not only young customers but also foreign tourists and families. By gathering trendy core content centered around young fashion brands in one place, the store aims to offer a new kind of enjoyment beyond simple shopping.

Leading brands include fashion labels such as "Matin Kim" and "The Barnet," as well as a diverse range of lifestyle brands like "TETO" and travel gear brand "RAWROW."

Stores utilizing IP will also be operated. Spaces have been created where visitors can directly experience and enjoy popular character universes themed around "Rilakkuma" and "Crayon Shinchan." At "Rilakkuma Sumikko Gurashi Plus by San-X," the second such store in Korea, over 600 items will be offered, including limited-edition products such as stickers and keyrings to be pre-released at the Jamsil branch, new themed plush toys, fancy goods, living products imported directly from Japan, and domestically licensed items.

At the Kinetic Stage, a pop-up platform, the Lotte Department Store lifestyle curation select shop "SISIHOSI" will hold a pop-up store from the 26th through October 14. Popular brands such as "Smith Tea," "Owala," and "Heenok" will be offered at a 10% discount. "Rodas" tea pairing cookies will be available at a 50% discount for a limited number of customers on a first-come, first-served basis.

Marketing targeting foreign visitors will also be conducted. Lotte Department Store, in collaboration with Global Tax Free last month, has launched the "Lotte Department Store Global Supporters"-a promotional team of international students. For the Jamsil branch, a shopping tour will be held, providing exclusive shopping support funds for Kinetic Ground. In addition, foreign customers using the duty-free shop will receive a "norigae keyring" as a token of appreciation, as part of broader global marketing efforts.

The upcoming "Musinsa Store" will regularly rotate brands popular among young customers, showcasing the hottest K-fashion and completing Kinetic Ground's distinctive lineup.

Jin Seunghyun, Head of Fashion at Lotte Department Store, stated, "If the main store's 'Kinetic Ground' proved the high level of global customer interest and potential in K-fashion, the Jamsil branch has been completed by combining young fashion and IP content to suit the strong commercial characteristics of the Jamsil area. We will continue to offer differentiated experiences to visitors of 'Lotte Town Jamsil' through new value that goes beyond shopping and delivers enjoyment."