Lotte Mart debuts Korean street food store in Indonesia

South Korea's Lotte Mart has introduced its first specialized grocery store overseas, announcing the opening of its revamped Gandaria store in Jakarta, Indonesia, on January 28.

The new format is part of Lotte Mart's innovative approach, focusing primarily on grocery items, a strategy that has proven successful in Korea.

The specialized grocery store concept, already gaining popularity in South Korea, was first implemented at the Eunpyeong branch in Seoul late last year.

Rebranded as "Grand Grocery," the store filled 90% of its space with food items, receiving positive customer feedback.

Lotte Mart aims to replicate this success in the international market.

In the Gandaria store, the grocery section has been expanded by 20%, now occupying 80% of the store's total area.

This includes the addition of specialty sections like "Yorihada Kitchen," a live cooking area, and "Pungmisso," an in-house bakery brand, focusing on convenience and ready-to-eat meals.

Yorihada Kitchen features an open kitchen where visitors can watch the cooking process.

It offers a selection of popular Korean dishes such as Tteokbokki, Gimbap, and seasoned chicken, along with Indonesian cuisine.

"This strategy reflects the increasing demand for K-Food among the affluent middle class and Generation MZ (Millennials and Gen Z)," a Lotte Mart representative explained.

Write to Hun-Hyoung Ha at hhh@hankyung.com