Lotte Duty Free Signs MOU with Sejong Institute to Promote K-Culture

Lee Gap, CEO of Lotte Duty Free.

[Asia Economy Reporter Lim Chun-han] Lotte Duty Free announced on the 19th that it has signed a Memorandum of Understanding (MOU) with the Sejong Institute Foundation to “strengthen global promotion of Korean language and Korean cultural content.” The Sejong Institute Foundation is an organization under the Ministry of Culture, Sports and Tourism that operates 213 Sejong Institutes in 76 countries to spread the Korean language and culture overseas.

The main content of this agreement is that the Sejong Institute Foundation will provide Korean language education content, containing its expertise and know-how, free of charge to Lotte Duty Free, and Lotte Duty Free will promote the Korean language and culture to multinational Lotte Duty Free members through LDF Magazine, which has 1.8 million subscribers. LDF Magazine is an online magazine published by Lotte Duty Free since 2018 to provide duty-free shopping information and trends.

In particular, through the newly introduced K-CLASS section, Korean language education content incorporating the latest trends and buzzwords related to Korean beauty, fashion, and shopping is provided. Lotte Duty Free expects that this agreement will allow it to secure credible Korean language education content from the Sejong Institute Foundation and improve the quality of the magazine.

Overseas customers can subscribe to LDF Magazine via email by consenting to receive emails from Lotte Internet Duty Free, and domestic customers can receive it bimonthly by adding the KakaoTalk Plus Friend. The May issue of LDF Magazine will introduce Korean expressions related to Korean food and fashion in various conversational situations to help foreigners easily understand them.

Lee Gap, CEO of Lotte Duty Free, said, “Through this MOU, Lotte Duty Free has the great opportunity to introduce the Korean language to overseas customers in a fun and beneficial way,” and added, “We will continue to take the lead in promoting Korea overseas and attracting tourists by utilizing various Hallyu contents.”

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