Lotte Department Store Launches Campaign to Capture MZ Generation with 'Halmae Taste'

Monaka in the shape of a carp bread and a yanggaeng set at the 'Myosa Seoul' cafe in Jamsil World Mall.

[Asia Economy Reporter Jeon Jinyoung] Lotte Department Store announced on the 18th that it has started capturing the ‘Halmae Ipmat’ (grandmother’s taste) that the MZ generation (Millennials + Generation Z) is fond of by showcasing various Korean-style desserts.

On the 15th, Lotte Department Store opened the Korean-style emotional dessert cafe ‘Myosa Seoul’ on the 2nd floor of Jamsil World Mall. ‘Myosa Seoul’ is a famous cafe in Seongsu-dong, known as a sanctuary for young people. The monaka shaped like a fish-shaped bun and the yanggaeng set are the cafe’s most popular menu items. The newly opened ‘Myosa Seoul’ in World Mall is decorated with the concept of the Han River and bridges of Seoul, allowing customers to fully experience Korean sentiment not only through the menu but also through the space.

From the 22nd, the main branch will hold a pop-up store of ‘Jaiso,’ a fusion rice cake shop famous in Songpa-gu, until the 4th of next month. Jaiso is a rice cake bakery run by young brothers, offering a variety of rice cakes made only with domestic ingredients. In particular, their signature item, dried persimmon glutinous rice cake, which was launched in August last year, has recorded sales of over one million units to date.

Additionally, on the 29th of this month, the Gangnam branch will open a pop-up store of ‘Jeongnammi Myeonggwa,’ a rice cake artisan with 35 years of experience, showcasing rice cakes and bread made using staple crops such as potatoes, sweet potatoes, and chestnuts from the mountainous regions of Gangwon-do.

Yoon Hyangnae, head of the Bakery & Dessert team, said, “Our unique K-desserts are gaining great popularity by capturing the eyes and tastes of Millennials,” adding, “We plan to continue discovering and presenting a variety of desserts that embody the taste of Korea, not just rice cakes.”

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