Lotte Department Store opened its second Christmas market to celebrate the Christmas season. Photo by Lotte Department Store

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"Let's take a picture here too! I think it'll turn out great."

On the 20th, the lawn plaza at Lotte World Mall in Jamsil was bustling with crowds eager to explore the 'Christmas Market' despite the chilly weather. Around the large tree at the entrance, many people were seen taking photos. A couple in their twenties found a less crowded spot near the tree and took pictures of each other.

'Christmas shops' lined up at Lotte Christmas Market. Provided by Lotte Department Store

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Lotte Department Store opened its second Christmas Market on this day to celebrate the Christmas season. This year's Christmas Market is themed 'Wonderful Showtime,' the department store's Christmas theme, and focuses on recreating the atmosphere of a European Christmas market. Thanks to attracting 240,000 visitors during last year's event, the market has grown even larger this year. The number of shops increased by 16 to a total of 41, and the area expanded by 20% to 2,300 square meters. The spot where last year's Christmas Market was held is now occupied by luxury brand Chanel's 'Ice Rink.'

Past the large tree at the entrance, dozens of shops came into view. Inside containers painted green, yellow, and red were shops selling accessories, gifts, towels, and more. Last year, the shops were lined up inside a glasshouse (vinyl tent), which made the space feel cramped and stuffy. This year, the shops are separated into containers, enhancing openness and convenience. Although it was morning and the lights were not yet visible, small bulbs were installed throughout the shops to create a festive atmosphere.

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There were also unique shops that caught consumers' attention. 'Present Moment,' a Christmas specialty select shop famous in Mangwon-dong, 'Teto,' selling colorful towels, and 'The Maison,' offering unique tableware, all attracted crowds of people browsing their products.

Jang Hyebin, Head of Brand Marketing at Lotte Department Store, said, "When organizing this year's Christmas Market, we focused on including many experiential contents so visitors could touch, eat, and feel directly," adding, "We actively reflected feedback from last year's visitors in this year's market." Jang has been leading the Christmas Market since last year, and began planning for this year's event as early as April.

A carousel located inside the Lotte Christmas Market. Provided by Lotte Department Store.

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The reason Lotte Department Store is putting so much effort into the Christmas Market is that it is an important event to attract potential customers in their 20s and 30s. About 70% of last year's visitors were in their 20s and 30s. The market also brings a boost in sales. The area is surrounded by Lotte Mall, the department store, and a supermarket, offering plenty of entertainment. A representative from Lotte Department Store explained, "After opening the market for the first time last year, not only Lotte Mall but the entire Jamsil commercial district saw an increase in sales."

On this day, due to the cold weather, the most crowded area was the 'food stalls,' where visitors could enjoy simple meals. The food stalls were placed inside glasshouses so customers could eat warm food. The number of food stalls was increased this year, with two glasshouses set up in total. Many people sought warm, non-alcoholic vin chaud to thaw out. Families were seen buying fish cakes and tteokbokki at snack bars to satisfy their hunger.

Consideration for families was also evident. Lotte Department Store placed a carousel, popular with children, at the center of this year's Christmas Market. Last year, visitors had to leave the market and walk to ride the carousel, but this year, it was brought inside so parents and children can enjoy the event together in one space. There is also a 'Tintin Shop' selling goods of 'Lego,' 'Playmobil,' and the cartoon character 'Tintin,' as well as a 'Wishing Wall' where people can write and hang their wishes.

Lotte Christmas Market 2024 view. Provided by Lotte Department Store

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Meanwhile, this Christmas Market will be open every day from 10:30 AM to 10:00 PM for 47 days until January 5 next year. To enter the market, visitors can purchase a 'Fast Pass' (10,000 won, includes one accompanying person) for quick entry through the application (app), or buy a regular ticket (2,000 won) on-site. The first and second batches of Fast Passes were sold on the 13th and 19th of last month, and all weekend passes have already sold out. Despite increasing the number of Fast Passes by about 10% to account for weekend crowds, they sold out quickly. The third batch of Fast Pass tickets will go on sale on the 3rd of next month.