Lotte Homeshopping Hosts Special Exhibition of Bellygom at Thailand's Largest Mall 'Siam Discovery'

Lotte Homeshopping announced on the 21st that the special exhibition of Bellygom, currently being held at Siam Discovery, the largest shopping mall in Bangkok, Thailand, is receiving positive responses from locals.

Bellygom, which has a social media fandom of 1.6 million, has 40% of its official YouTube channel viewers from overseas, securing high recognition not only domestically but also internationally. Since last year, it has showcased public exhibitions and surprise camera events in regions with high demand for K-content such as Dubai, New York, and Jakarta, receiving favorable reactions from local visitors. This exhibition was planned to establish a foothold for expansion into Southeast Asia in Thailand, which is emerging as Asia’s largest shopping hub country in the post-COVID era.

From the 17th of last month until January 14th next year, for two months, the exhibition is held for the first time with a year-end Christmas concept, featuring sub-characters Kkonyang-i (cat), Maramara (llama), Jaadochi (hedgehog), and Daldalguri (raccoon). Bellygom and the sub-characters are wrapped on the exterior wall of the mall’s main entrance and various interior spots, and a pop-up store and photo zone showcasing popular goods such as sitting dolls and keyrings have been set up. In the outdoor plaza, a 4-meter-tall Bellygom and sculptures depicting Siam Street attracted long lines of local visitors taking commemorative photos. A ‘surprise camera event’ where Bellygom suddenly appeared at the exhibition site to startle visitors also received great acclaim.

On the 20th of last month, Lotte Homeshopping signed a character licensing contract with T.A.C.C (T.A.C consumer PCL), a Thai manufacturing and distribution specialist company, to actively promote Bellygom’s entry into Southeast Asia. T.A.C.C operates character IP licensing businesses for popular Japanese characters such as Rilakkuma in seven Southeast Asian countries including Thailand and Singapore. Starting with this entry into Thailand, Lotte Homeshopping plans to expand into countries such as Singapore and Malaysia in the future.

Lee Bohyun, Head of New Media Commerce Division at Lotte Homeshopping, said, “Bellygom, which has established itself as a representative domestic character, is holding its first exhibition in Thailand together with sub-characters,” and added, “Starting with the exhibition in Thailand, Asia’s largest shopping hub country, we plan to actively advance into Southeast Asia.”

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