Rabbit-Transformed Bellygom... 'Bellytokki's Carrot Farm' at Lotte World Mall

Carrot Farm Exhibition by Bellitokki Until the 11th of Next Month
Bellitokki Photo Zone, Discounts on New and Popular Products

The pop-up store "Belly Rabbit's Carrot Farm," featuring the popular character "Bellygom," will be open until the 11th of next month on the first floor of World World Mall in Jamsil, Seoul. Citizens are taking photos with the Bellygom sculpture. (Photo by Lotte Home Shopping)

[Asia Economy Reporter Yuri Kim] The popular character "Belligom," with a fandom of 1.2 million, stars in the "Bellitokki's Carrot Farm" pop-up store, which will be open until the 11th of next month at the Atrium Plaza on the 1st floor of Lotte World Mall in Jamsil, Seoul.

Lotte Homeshopping announced on the 28th that Bellitokki's Carrot Farm was planned to celebrate the Year of the Rabbit 2023, featuring Belligom transformed into a rabbit to wish citizens happiness and support a strong start to the new year. The space covers a total of 330㎡ (100 pyeong) and includes a "photo zone" composed of two 3-meter Belligom sculptures wearing rabbit costumes and five 2-meter sculptures, a "goods shop" selling new 2023 Belligom merchandise and popular items, and a space where visitors can write their New Year's wishes on Belligom postcards.

On the first day of the exhibition, the 27th, a "surprise camera event" took place where Belligom, adorned with rabbit ears and a tail, suddenly appeared at the exhibition site, delighting visitors. Belligom roamed around the venue, taking 인증샷 (certification photos) with citizens, providing enjoyment. Lotte Homeshopping also reported that many customers flocked to the goods shop, which showcased a large stock of popular items that had caused sold-out chaos on the online store Belligom.com.

At the goods shop, new 2023 Belligom merchandise and popular items are sold at exclusive special prices. The offerings include a season greeting set composed of planners, calendars, and photo cards, as well as new products like stress balls and postcards. Popular items such as phone cases and grip tok are sold at discounts of up to 55%. Signature goods that have caused sold-out chaos at every offline exhibition, including Belligom sitting dolls, driver covers, and face cushions, are sold in large quantities. Since March, Belligom merchandise has sold over 2 billion KRW through pop-up stores and its own shopping mall. The shopping mall's sales have grown more than ninefold compared to the launch month.

Meanwhile, Belligom is a character born from an internal venture program conducted by Lotte Homeshopping in 2018 targeting MZ generation (Millennials + Generation Z) employees. Recently, Belligom debuted as an author by publishing an essay and expanded its activities by collaborating with Yoon Design Group, a typography branding specialist company, to release the font "Belligomche," which captures Belligom's round features. Going forward, four Belligom friends, including Neoguri and Lama, will be introduced, and overseas market expansion will be pursued through animation production and collaborations with famous global IPs.

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