Lotte Mart to Showcase Signature Wine 'LAN Mension' at Wine Bar 'Dongmyo830'

Lotte Mart, Pop-up Restaurant 'LAN×830'.

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[Asia Economy Reporter Yuri Kim] It is now possible to enjoy Lotte's signature wine 'LANmension' at 'Dongmyo' in Seoul.

To commemorate the launch of the third signature wine 'LANmension,' introduced last February, Lotte Mart announced on the 5th that it will collaborate with the wine bar 'Dongmyo830' in Dongmyo to present a pop-up restaurant 'LAN×830' for the entire month of April.

Lotte Signature Wine is a project started to introduce high-quality wines at reasonable prices to the domestic market, appealing to everyone from regular wine enthusiasts to customers just beginning to take an interest. It offers exclusive products available only at Lotte Group's distribution affiliates, including marts, supermarkets, department stores, and 7-Eleven. The Trivento from Argentina, launched in 2020, was so popular that the initial 200,000 bottles sold out within seven months.

Among Lotte Mart's new attempts targeting young consumers in their 20s and 30s, the 'pop-up restaurant' originated from the 'Gwan-sim Geup-gu Project,' which involved Lotte Mart's MZ generation (Millennials + Generation Z) employees. The 'Gwan-sim Geup-gu Project' aims to actively convey Lotte Mart's young and refreshed image by engaging the MZ generation with new and fun activities, discovering unique customer experiences.

In the pop-up restaurant and on the 'Gwan-sim Geup-gu Project' SNS accounts, it is hard to find the name 'Lotte Mart.' Only the intriguing 'Gwan-sim Geup-gu Project' is present. Visitors have responded positively, saying things like "I didn't feel the usual atmosphere of Lotte Mart at all" and "It's new and fun." Since opening on the 1st, 'LAN×830' has been fully booked every day and has become a hot topic on social media.

At 'LAN×830,' two types of LANmension wines are offered at the same affordable prices as at Lotte Mart. Visitors can also enjoy five LANmension wine-exclusive pairing menus, including 'Cheese-filled Pumpkin Risotto', prepared for only the month of April by an MZ generation chef formerly from the Korean restaurant 'Samcheonggak.'

The project also features art work by LIFO, a tattoo artist and illustrator who participated as the main art director. Under the concept of 'Enjoying wine in a Hanok' and 'Harmony of East and West,' limited edition goods such as 'LANmension' art posters and wine pourers were produced and provided to all visitors. Visitors to 'LAN×830' will also receive discount coupons for two types of LANmension wines redeemable at Lotte Mart stores.

Im Ho-seok, head of Lotte Mart's PR and marketing team, said, "We carefully prepared the location, artwork, and pairing menus of the pop-up restaurant to sincerely convey the value of 'RE NEW ALL' (Renew Everything) recently introduced by Lotte Mart to the MZ generation." He added, "Please look forward to Lotte Mart actively communicating by going directly to where customers are, together with the 'Gwan-sim Geup-gu Project.'"

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