Lotte Duty Free rebrands LDF House to Now in Myeong-dong

South Korea’s Lotte Duty Free announced on Tuesday that it changed its duty-free showroom LDF House, which was opened last October in Myeong-Dong, Seoul to Now in Myeong-dong.

The company rebranded the showroom in Myeong-dong to highlight an international space by combining English and Chinese characters, using designs featured in outdoor advertisements along the streets.

Lotte Duty Free will introduce various goods such as shopper bags, iPhone cases, phone grips, and stickers on the 3rd floor of Now in Myeong-dong.

A pop-up store featuring the pink Teddy bear character Bellygom will be open on the first and second floors until May 31.

The employees of Lotte Duty Free have become ad models to promote Now in Myeong-dong.

Lotte Duty Free has established a new growth business division this year and plans to leap forward as a "travel retailer" by increasing specialized personnel. I

In February, it participated in the international fashion expo COTERIE New York and signed over 50 K-fashion export deals.

It's also enhancing its direct purchasing mall Ginza Japan Direct and upgrading the overseas purchasing mall for foreign residents.

Write to Jae-Kwang Ahn at ahnjk@hankyung.com