Lotte Duty Free Supports Overseas Online Market Expansion for SME Products

Leading Promotion of Native 'K-Beauty' Brands in Partnership with KOTRA
Introducing Over 40 SME Products Through Wanghong Live Broadcast

Lotte Duty Free held a "Special Promotional Wanghong Broadcast for Duty-Free Store Entrants" on the 20th in collaboration with KOTRA to promote small and medium-sized enterprise brands that have entered the duty-free store. Popular Chinese wanghongs are introducing domestic brand products to the Chinese market through live broadcasts.

[Asia Economy Reporter Lim Hye-sun] Lotte Duty Free announced on the 21st that it held a "Special Promotional Wanghong (網紅, Chinese online broadcaster) Broadcast for Duty-Free Store Tenant Companies" on the 20th to promote small and medium-sized enterprise brands.

The special live broadcast, held from 7 p.m. at Lotte Duty Free World Tower branch, was streamed live for four hours through the Chinese e-commerce platform Pinduoduo. The participating wanghong demonstrated products directly at a booth set up in the star lounge, informing Chinese netizens in real time about the excellence of domestic products. The broadcast introduced over 40 products from 10 domestic SME beauty brands including ISOI, Secret Muse, Crazy Monkey, and Unpa.

This event was planned by Lotte Duty Free and KOTRA to promote small brands overseas and boost product sales after the overseas market entry of popular "K-Beauty" products among Chinese consumers was blocked due to the COVID-19 pandemic. It was conducted using online channels in line with the untact (contactless) era.

Last year, Lotte Duty Free also held the "Wanghong Live Show Festival," introducing 23 native cosmetic brands such as Clio and Werajou. It continuously leads efforts to promote domestic brands overseas by operating the curated shop-style "Blooming Beauty" halls, gathering small and medium-sized beauty brands, at its Busan and Jeju branches.

This content was produced with the assistance of AI translation services.