Escape Room Experience at the Department Store... Lotte to Host "Lotte Town Myeongdong Festival"

Held Around Lotte Town Myeongdong Starting May 15
Four Escape Room Missions with "Lotte Town Herbal Medicine" Concept

Lotte Department Store announced on May 13 that it will host the "Lotte Town Myeongdong Festival" on May 15.

The Myeongdong Festival, which began in 2023 as Lotte Department Store’s exclusive event, has become known for blending festive celebrations with a variety of experiences, and is credited with revitalizing Myeongdong immediately after the end of the pandemic. In 2024 and 2025, through collaborations with global partners and various Lotte Group affiliates, the event cemented its position as the largest spring festival in northern Seoul. The cumulative number of visitors reached 1 million as of last year.

This year, the "2026 Lotte Town Myeongdong Festival" will focus on strengthening the main branch’s status as a "Global K-Hub." In the previous year, foreign customer sales at Lotte Department Store’s main branch increased by approximately 40%, and the opening of "Kinetic Ground," a K-fashion specialty section, attracted a large number of global Millennials & Gen Z customers. This year’s festival is designed to feature "Global K-Content" that both international and domestic visitors can enjoy together.

Lotte Town Myeongdong Cube Photo Zone created in the Cosmos Energy Plaza on the B1 floor of the main branch of Lotte Department Store, located in Sogong-dong, Seoul. Lotte Department Store

Lotte Department Store will also introduce a "K-Escape Room Game" at the festival for the first time. Escape room games, one of the most popular entertainment activities among people aged 25 to 35 worldwide, are immersive entertainment experiences in which participants solve puzzles or missions in each room.

In partnership with Key Escape, one of Korea’s leading escape room planners, Lotte Department Store will be the first in the retail industry to bring a "K-Escape Room Game" into its department store space. From May 15 to 25, the main branch’s Star Avenue on the 1st floor will host an immersive escape room game, "Lotte Town Herbal Medicine Sauna Escape," designed with a concept that reflects everyday Korean culture.

The "Lotte Town Herbal Medicine Sauna" consists of four themed rooms, each featuring a representative K-brand with a global fanbase: Immiss (K-fashion), Sulwhasoo (K-beauty), and Unbbaljonmangem (K-game). In addition, a pop-up by the popular Euljiro café "Coffee Herbal Medicine Room" will offer signature filter coffee and unique drinks inspired by the herbal medicine theme.

In addition to the escape room game, the festival will feature a "Lotte Joint Event" and unique experiential activities. Ahead of the festival’s official opening, the "Lotte Town Cube Photo Zone" will be available at the Cosmos Energy Plaza on the B1 floor of the main branch starting May 11. From May 15 to 25, the outdoor plaza of Lotte Hotel Seoul will host the "LTM Market," where flagship Lotte Group affiliates such as Lotte Hotel, Lotte Duty Free, Lotte Chilsung Beverage, and Lotte Homeshopping will showcase F&B offerings and goods that reflect the unique characteristics of each business. There will also be a "K-Content Pop-up" aimed at the global fandom, featuring leading K-brands ranging from well-known "K-food" to "K-fashion."

Junse Kim, Head of Branding, stated, "'Lotte Town Myeongdong' is already an unparalleled urban retail platform that seamlessly connects shopping, tourism, and cultural content—a rarity even on the global stage. Through this year’s festival, which brings together world-class 'K-Escape Room Games,' top K-brands, and major Lotte Group affiliates, the main branch will further establish itself as a global K-content hub."

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