Trendy Wine Bars and Giant Bear Picnics... Turns Out It's Lotte?

At the pop-up restaurant 'LAN×830' organized by Lotte Mart to celebrate the launch of Lotte Signature wine 'LAN Mension,' a customer is examining the wine.

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[Asia Economy Reporter Yuri Kim] Lotte is making a new attempt to promote itself in reverse through the 'Project to Erase Lotte,' led mainly by MZ generation (Millennials + Generation Z) employees. This approach breaks the mold of traditional large corporate retailers by engaging customers with fresh ideas and then raising brand awareness to change its image.

Lotte Mart announced on the 5th that it will collaborate with the wine bar 'Dongmyo830' near Dongmyo Station in Jongno-gu, Seoul, to present a pop-up restaurant 'LAN×830' throughout April. This pop-up restaurant aims to promote the third Lotte signature wine 'LANmension,' launched in February, and originated from the 'Urgent Interest Project' involving Lotte Mart's MZ generation employees. The goal of this project is to effectively convey Lotte Mart's recently emphasized value of 'RE NEW ALL' (renew everything) through enjoyable and unique activities, while creating new customer experiences. Neither the name Lotte Mart appears in the pop-up restaurant nor on the 'Urgent Interest Project' social media accounts. Customers in their 20s and 30s who discovered later that it was a Lotte Mart project responded positively, saying things like, "I didn't feel the usual atmosphere of Lotte Mart at all," and "It's new and fun."

'Bellygom,' a 15-meter-tall giant balloon displayed on the outdoor lawn plaza of Lotte World Tower that attracted over 500,000 spring visitors just last weekend, is also a character born from an internal venture program conducted by Lotte Homeshopping in 2018 targeting MZ generation employees. Bellygom became a popular character with 1.1 million SNS fans in three years through video content with a hidden camera concept aimed at the general public. Lotte Homeshopping plans to develop Bellygom as an independent brand, expand its business using non-fungible token (NFT) technology, and enter the global content platform market.

Lotte Homeshopping is holding the 'Amazing Bellygom' public exhibition to celebrate the 5th anniversary of the opening of Lotte World Tower. Citizens are enjoying a picnic, taking commemorative photos in front of the 15-meter giant Bellygom.

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