"1 in 3 Customers Are Men"... Lotte Department Store's Popular Collaboration of 'Men's Fashion × Cafe'

One in Three Cafe Customers Is Male
Pop-up Stores Collaborating with Cafe and Men's Fashion Open One After Another
On the 15th, 'Sad Smile' Pop-up Opens in Dongtan in Collaboration with 'Ding Cake House'
Jamsil's 'Glass House' Also Popular

Lotte Department Store, 'Dingga Cake House × Sad Smile'.

[Asia Economy Reporter Yuri Kim] Lotte Department Store is actively securing male customers by continuously opening men's pop-up stores in collaboration with famous cafes.

According to Lotte Department Store on the 11th, among customers who visited cafes such as Bonanza Coffee and Connected Bookstore at the main store this year, one out of three was male. Among them, men in their 30s and 40s accounted for 80% of the total male sales. In response, Lotte Department Store plans to discover men's fashion brands in collaboration with cafes, attract pop-up stores, and introduce various products that satisfy the tastes of young male customers as the peak vacation season approaches.

Lotte Department Store Dongtan Branch will open a pop-up store on the 15th in collaboration with the cake cafe 'Dingga Cake House' and the men's wear custom mellow collection brand 'Sad Smile.' Dingga Cake House is a cafe and cake shop located in Yeonnam-dong, Mapo-gu, known for its fairy-tale-like bakery designs, gaining great popularity among the MZ generation (Millennials + Generation Z). Sad Smile is Custom Mellow's online collection, and through this collaboration, they plan to allow many people to experience it offline as well.

Although actual Dingga cakes will not be sold at the store, various menu items embodying the sensibility of Dingga Cake are incorporated into Sad Smile's designs. Accessories inspired by the shapes of donuts and cookies, as well as uniquely designed short-sleeve T-shirts, pants, hats, and socks printed with Dingga Cake's menu items, will be showcased. A large yellow Sad Smile character doll will be installed in the store to create not only a space for selling products but also an eye-catching photo zone.

This pop-up store will continue until the 4th of next month. Customers visiting the store during this period will receive special postcards and stickers, and those who purchase over 300,000 KRW will be given cake exchange vouchers. After this Dongtan branch pop-up event ends, additional openings at other stores are planned.

At Lotte Department Store Jamsil Branch, a pop-up store opened on the 27th of last month in collaboration with the famous Gangwon-do cafe 'Glass House' and men's wear brand 'Fahrenheit,' gaining popularity. Glass House is a cafe in Goseong-gun, Gangwon, known for surfing; the name comes from the surfing term 'glass house,' as the appearance of waves breaking resembles a 'glass house.' Fahrenheit offers various items suitable for the summer vacation season, including cool-feeling short-sleeve T-shirts, shoulder bags, and hats, as well as seasonal goods like slippers and grip-toks that are highly useful at resorts. Customers who purchase collaboration products at the store will receive limited-edition souvenirs such as keyrings or whistles on a first-come, first-served basis.

Meanwhile, last September, Lotte Department Store made a new attempt linking men's fashion and cafes by opening Solid Homme's cafe 'Manmade Sogong' at the main store, the first of its kind in the department store industry.

Yoon Hyung-jin, head of the men's fashion division, said, "For young men, cafes are rapidly becoming a new everyday space connecting home and office," adding, "We will continue to proactively propose men's fashion trends reflecting the changing daily life and culture."

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