"Aespa as Shopping Guides"... Lotte Duty Free Unveils New Campaign

K-Content Branding Brought to Life Through Airport, In-Flight, and Shopping Guide Experiences
Expanding Experiential Shopping Spaces to Offline Stores

Lotte Duty Free announced on April 24 that it would further strengthen its K-content-based marketing by launching a new branding campaign with aespa, the fourth-generation leading global girl group serving as its global model.

From April 20 to 22, Lotte Duty Free sequentially released teaser content for the new campaign featuring aespa through its official social media channels. By incorporating elements reminiscent of travel—such as airport flipboards, in-flight announcements, and handwritten immigration forms by the members—the campaign heightened anticipation by presenting Lotte Duty Free as a travel destination in itself.

The core message of the campaign is "TRIP LOTTE DUTY FREE," which conveys the ambition to make the duty-free store not just a shopping venue but a must-visit landmark for global travelers. Just as travelers seek out landmarks or popular restaurants during a trip, the campaign is designed so that shopping at Lotte Duty Free becomes an integral part of the travel experience.

The video content consists of one main film and four short-form videos, each featuring a different member of aespa as a shopping guide. Karina introduces bags, Winter covers beauty, Ningning presents jewelry, and Giselle showcases sunglasses, each highlighting a trendy shopping experience.

Lotte Duty Free plans to extend the campaign universe to offline spaces. At the World Tower, Busan, and Jeju branches, an experiential area called the "Episode Zone" will be created to reflect the campaign’s concept. Life-size cutouts of aespa and handprint installations of the members will be placed throughout the stores to enhance visitor engagement.

Namkoong Pyo, Head of Marketing at Lotte Duty Free, stated, "By launching this branding campaign with aespa, we aim to make Lotte Duty Free not just a shopping space, but a destination for travelers to Korea." He added, "We will continue to aggressively attract global customers through distinctive marketing leveraging K-content."

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