Lotte Homeshopping's Bellygom Meets Global Fans at Singapore Changi Airport

Public Exhibition of "Bellygom" Character Until May 3
Expanding Activities to Southeast Asia and Greater China

Lotte Homeshopping announced on March 16 that it is expanding its global fandom by holding a large-scale exhibition and experiential pop-up store featuring its proprietary character, Bellygom, at Singapore Changi Airport.

Since 2024, Bellygom has been accelerating its overseas expansion and is now present in nine countries. Overseas sales account for 20% of total revenue, and the accumulated content views both domestically and internationally have reached 200 million, further boosting global recognition.

Starting this month, the company is strengthening its competitiveness as a global character IP by hosting the largest exhibition and experiential pop-up of the year at Singapore Changi Airport. Moving forward, Lotte Homeshopping plans to expand its activities to Southeast Asia and Greater China, including countries such as China and Malaysia, and to pursue various content businesses such as webtoons.

Experience-type pop-up store of Lotte Home Shopping's Bellygom set up at Singapore Changi Airport. Singapore Changi Airport Group

The exhibition, which runs until May 3, is themed "Bellygom Goes to Singapore Changi Airport" and incorporates Singapore's tourist attractions and cultural elements. The exhibition takes place throughout Terminals 1 to 4 of Changi Airport. In Terminal 3, which has the highest foot traffic, a 7-meter-tall Bellygom sculpture and the main photo zone inspired by the distinctive traditional "Peranakan House" architectural style of Singapore have been set up.

Bellygom decorations and photo zones are installed throughout the airport, including rest areas and dining spaces, allowing visitors to naturally experience the exhibition. At the pop-up store themed after the Singaporean neighborhood shop "Mama Shop," 45 types of character merchandise, including limited-edition goods, are being showcased. There is also a play experience zone designed after the outdoor food court "Hawker Center." During the exhibition period, live events with Bellygom mascot appearances will be held every weekend.

Junghojin, Head of Growth Strategy at Lotte Homeshopping, said, "Bellygom is connecting with global fans in various ways, including exhibitions, pop-up stores, and merchandise. We expect strong interest in this exhibition held at Changi Airport, a hub for travelers from all over the world, and we plan to continue overseas activities with content tailored to each country's culture and local context."

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