Meet Bellygom at Train Stations Nationwide

Lotte Home Shopping Signs MOU with Korail Distribution
Public Exhibitions, Pop-up Operations, Limited Edition Goods Sales

Lotte Homeshopping announced on the 1st that it signed a Memorandum of Understanding (MOU) with Korail Distribution on the 31st of last month regarding the use of Bellygom intellectual property (IP).

(From left) Park Jae-hong, Head of Marketing Division at Lotte Homeshopping, and Yoo Won-jong, Head of Distribution Business Division at Korail Distribution, are posing for a commemorative photo after signing a business agreement on utilizing the Bellygom IP on the 31st of last month.
[Photo by Lotte Homeshopping].

The signing ceremony held at the Korail Distribution headquarters in Yeongdeungpo-gu, Seoul, was attended by Park Jae-hong, Head of Marketing at Lotte Homeshopping, Lee Bo-hyun, Head of New Media Commerce Division, Koo Bon-jo, Head of IP Business Cell, and Yoo Won-jong, Head of Distribution Business Division at Korail Distribution, Heo Yeon-seok, Head of Distribution Planning, and Choi Kwang-sik, Head of Convenience Store Business, among other officials.

According to the agreement, both companies agreed to collaborate on operating public exhibitions and pop-up stores within railway stations nationwide, selling Bellygom merchandise at Korail Distribution’s directly managed 'Storyway' convenience stores, and jointly conducting tourism campaigns utilizing the Bellygom IP. Lotte Homeshopping is expanding Bellygom’s activities by continuously holding offline events in connection with Lotte Group affiliates, other companies, and local governments. The company explained that this agreement was made to further solidify Bellygom’s position as a K-character by conducting offline marketing at train stations with high foot traffic, following the large-scale exhibition at Incheon International Airport in July last year.

Starting with Busan Station at the end of this year, the two companies will engage in public exhibitions and merchandise sales of Bellygom at railway stations nationwide for the next year. Popular Bellygom goods such as dolls and keyrings will be stocked at the Storyway convenience stores within the stations, and limited edition products like hot packs and toothbrush sets will be developed and released considering tourist demand.

Meanwhile, Bellygom, which has a fandom of 1.6 million, sparked a character craze through a massive public exhibition and has established itself as a representative domestic character through public exhibitions and merchandise sales at hot places such as shopping malls and cultural spaces. Bellygom merchandise includes over 100 types, and the cumulative IP business sales have exceeded 20 billion KRW to date. Recently, Bellygom has accelerated its overseas market entry by attending global IP events held in the United States and the United Kingdom and signing licensing agreements with a distribution specialist company in Thailand.

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