Word-of-Mouth Boosts Seoul Nightscape Hotspot
Average Daily Visitors Reach 170,000
Lotte Property & Development announced on March 2 that approximately 4.9 million people visited Lotte World Tower & Mall last month, setting a new all-time record for February visitors since the opening.
The "2026 Lotte Luminare" light festival, which has been held at the outdoor lawn plaza since last year, contributed to attracting visitors. Last month, the average daily number of visitors to Lotte World Tower & Mall was about 170,000, a roughly 20% increase compared to February 2024, when there was no Luminare event. In particular, during the third weekend of February (the 21st and 22nd), the number of visitors to the tower and mall reached approximately 410,000 over the two days. This figure is similar to the average weekend visitor count in December, the busiest month each year, which was around 420,000 as of 2025.
Visitors are taking commemorative photos at the 2026 Lotte Luminare. Provided by Lotte Asset Development
The Lotte Luminare event also led to increased sales. During the festival period last month, Lotte Department Store Jamsil saw the number of customers in their 20s and 30s rise by more than 20% compared to the same period last year, and sales to foreign customers grew by over 65%.
This year's Luminare festival is three times larger than last year's and features attractions such as a cross-shaped tunnel and a 16-meter-high tower. Seasonal events held during this period were also successful. For the Valentine's Day season event, sales of luxury, beauty, and F&B (food and beverage) categories increased by more than 20%, while the "new semester" event, which included sports and youth casual categories, saw a sales growth of over 25%.
The Luminare festival will continue until March 8. Now in its second year, the light festival has transformed Lotte World Tower World Park into a dazzling world of lights with more than 270,000 illuminations.
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