Bellygom Lands in the U.S.... Lotte Homeshopping Unveils 'Giant Bellygom' in New York

Public Exhibition of 'Amazing Bellygom' at Pier 17, Manhattan, New York on 20-21
Support for SME Exports at 'Korea Brand Expo in NYC', Promotion of 'Expo 2030 Busan'
Surprise Bellygom Camera Event at New York Tourist Spots Including Times Square

Promotional poster for the 'Amazing Belligom' public exhibition held in Manhattan, New York, USA.

[Asia Economy Reporter Yuri Kim] Lotte Homeshopping announced on the 15th that it will hold the "Amazing Bellygom" event, exhibiting a 15-meter-tall giant "Bellygom" at Pier 17, a tourist attraction in Manhattan, New York, on the 20th and 21st.

Bellygom, developed by Lotte Homeshopping, is a popular character with 1.2 million SNS fans and has surpassed 300 million cumulative content views. After sparking a boom in large-scale character exhibitions in Korea with a public exhibition at Lotte World Tower in Jamsil, Seoul, which attracted over 3.25 million visitors last April, it has held offline exhibitions and pop-up stores mainly in Korea. Currently, about 40% of Bellygom's official YouTube viewers are overseas, and more than half of the comments are written in multiple languages. Lotte Homeshopping stated that as global recognition increases, it will actively pursue overseas expansion. Reflecting the fact that the highest proportion of viewers on the English Bellygom channel are from the U.S., and considering the active consumption of K-culture in New York, the company planned the giant Bellygom exhibition there. Going forward, Bellygom will be nurtured as a global intellectual property (IP) representing K-characters, and content targeting overseas markets will be continuously introduced.

From the 20th for two days, the Amazing Bellygom public exhibition will be held in the outdoor space of Pier 17 in southeastern Manhattan, New York. A 15-meter-tall giant Bellygom will be installed with the Brooklyn Bridge as the backdrop. Based on the success of the domestic public exhibition, this is the first overseas exhibition planned to continue the character exhibition boom in the global market. Concurrently, linked with Lotte Homeshopping's small and medium-sized enterprise export support program "Korea Brand Expo in NYC," the exhibition will be presented to participants of the export consultation meeting and local visitors to promote the bid for the "2030 Busan World Expo(Expo)."

Surprise camera events featuring Bellygom will also be held at famous New York tourist spots such as Pier 17 and Times Square. To secure global recognition, Bellygom introduction videos will be broadcast on large screens, and brochures will be produced and distributed. Visitors who post certification photos taken with the giant Bellygom on SNS will receive a Bellygom sticker set as a gift. Additionally, to support the bid for the 2030 Busan World Expo, Bellygom will engage in promotional activities using sashes and placards.

Meanwhile, Bellygom appeared at the "Lotte-Korea Brand Expo" held in Berlin, Germany, on the 5th and 6th, gaining high praise as a surprise camera that amazed on-site visitors. Earlier in March, targeting the Korean Wave, it showcased unique content such as "K-pop cover dance" and "desert exploration" in Dubai, United Arab Emirates. In the future, it plans to strengthen competitiveness in overseas markets through animation production and global character IP collaborations.

Lee Bohyun, Head of Media Business Division at Lotte Homeshopping, said, "Since the public exhibition in Jamsil last April sparked a character boom in Korea, our in-house character Bellygom has been actively engaged in offline exhibitions and pop-up stores. To begin full-scale overseas expansion, we planned a giant exhibition in New York, where K-culture is highly popular. We plan to nurture Bellygom as a global character beyond Korea through this opportunity."

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