Lotte Department Store in China rolled out an extensive promotional campaign aimed at international tourists during the Spring Festival, spanning nine days from February 15 to 23. The initiative focused on K-content marketing through dedicated corners highlighting Korean beauty and fashion experiences.
K-Beauty Promotions Captivate Shoppers
From January 13 to March 3, foreign customers purchasing at least 300,000 won worth of goods at flagship, branch, and suburban stores received an exclusive gift set from MU:Z, a Lotte jewelry subsidiary. The set featured a special selection of ‘Sinra’s Beauty Soap Set,’ drawing significant interest.
Social media platforms like Xiaohongshu buzzed with excitement over Lotte’s K-beauty activations. At the tax refund desk on the second floor of the main store, the company distributed iScream skincare products to 1,000 selected individuals through an online application process. Airports also hosted similar K-beauty events, generating strong responses.
Xiaohongshu mini-games engaged users with a ‘Pure Feeling Inspiration’ makeup experience, encouraging shares and further amplifying reach. During the festival period, buyers spending 300,000 won or more received additional products as incentives.
Fashion Collaborations and Payment Perks
In the fashion sector, Lotte’s Kinetic Grounds showcased a brand collaboration with ‘Setor’ and idol group RIIZE, featuring an exclusive collection that quickly gained traction.
Promotions extended to popular payment methods including Alipay, WeChat Pay, and UnionPay, enhancing accessibility for mainland customers. Between January 13 and 22, fashion and beauty purchases exceeding 500,000 won qualified for Lotte gift certificates valued at 8% of the total spend.
Impressive Sales Growth
The campaign drove an 8% increase in sales for Lotte products in fashion and beauty categories during the targeted period, underscoring the appeal of K-beauty and fashion to international visitors.
