Overview
- Lotte Duty Free reopened the redesigned Star Avenue on January 11 at its Myeong-dong flagship after a four-month revamp, with related upgrades at Lotte World Tower in Seoul.
- The space is organized into three zones—High Five, a tunnel-style LED media wall, and an expanded Experience Zone—with signature content on the 23.5m by 4.25m screen running every 15 minutes.
- Interactive games in the Experience Zone use QR codes to award duty-free shopping benefits, including attractions like Lucky Picker and Lucky Flip.
- K-pop groups KickFlip and Hearts2Hearts became new promotional models on January 7 to help draw multinational visitors through social and digital content.
- Limited-time offers include an LDF PAY credit for photo uploads through January 18 and a prize draw for game participants through February 12, as Lotte targets higher spending from inbound travelers, including Chinese visitors, with year-long differentiated marketing.