Lotte Homeshopping's 'Belligom' Expands to Taiwan and Japan... "Expanding Content Business"

As Part of the Group's Strategy to Strengthen Content Business Promotion

Lotte Homeshopping announced on the 10th that following Thailand, it has signed license agreements with local companies in Taiwan and Japan for the intellectual property (IP) business of its own character 'Bellygom,' and is set to actively enter overseas markets.

On the 19th of last month, Lotte Homeshopping signed a license agreement with L.E International, Taiwan's largest toy distributor and a company engaged in license business, for the use of the Bellygom IP. Taiwan is a region with high preference for Korean Wave culture and a character market with great potential, with the cultural content market size reaching approximately 40 trillion KRW.

The event held at the headquarters of L.E International located in Taipei, Taiwan, was attended by key figures including Lee Bohyun, Head of Content Division at Lotte Homeshopping, and Sherlock Lu, Head of Marketing Division at L.E International. The two companies agreed on ▲development of licensed products using the IP ▲entry into offline stores ▲operation of local SNS and marketing in Taiwan. Established in 1974, L.E International collaborates with global IPs and distributes licensed products through more than 90 offline channels including ‘Funbox,’ Taiwan’s number one toy chain store. They plan to launch Bellygom goods in ‘Funbox’ and expand sales channels in the second half of this year.

This is part of Lotte Group’s strategy to strengthen its content business. Lotte Homeshopping is expanding its business scope globally beyond Korea by utilizing the Bellygom IP. In October last year, it signed a license agreement with T.A.C.C, a Thai manufacturing and distribution specialist company, and within six months secured 20,000 local SNS subscribers. This year, it plans to collaborate with Thailand’s largest distribution company ‘CP Group’ and L’Or?al Group’s beauty brand ‘Garnier’ to release about 20 types of local licensed products.

In April, Lotte Holdings Co., Ltd. signed a license agreement for Bellygom’s activities in Japan. As its first official activity in Japan, Bellygom participated as Lotte Group’s representative character at ‘Licensing Japan 2024,’ the largest content expo in Japan, earlier this month. Going forward, pop-up stores will be opened mainly in areas favored by the local youth, and surprise camera events will also be held. Additionally, Bellygom participated as a Korean representative influencer at ‘VidCon 2024,’ the world’s largest creator festival held in California, USA, from the 25th of last month to the 1st of this month, attracting over 2,500 visitors.

Lee Bohyun, Head of Content Division at Lotte Homeshopping, said, "We plan to increase Bellygom’s recognition and secure fandom by showcasing licensed products through various channels locally.”

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