Lotte Home Shopping showcases Bellygom in Bangkok

South Korea's Lotte Home Shopping announced on Tuesday that it has displayed Bellygom Bellygom at Siam Discovery, the largest shopping mall in Bangkok from Nov. 17 to Jan. 14 next year. 

Bellygom, a teddy bear-like character, has a fan base of 1.6 million on social media, with over 600,000 subscribers on its YouTube channel. Among the YouTube channel subscribers, 40% are foreigners.

Since last year, events have been held in high-demand K-content regions such as Dubai, New York, and Jakarta, receiving positive responses locally.

The special exhibition in Thailand will run for two months with a Christmas theme. Bellygom and its sub-characters are wrapped around the exterior and interior of the mall, and there are also pop-up stores and photo zones.

On Oct. 20, Lotte Home Shopping signed a character licensing agreement with TAC Consumer Public Co. (TACC), a lifestyle product and beverage company in Thailand, to officially launch Bellygom's entry into Southeast Asia. TACC runs character licensing businesses for various characters, including the popular Japanese character Rilakkuma, in seven Southeast Asian countries.

Starting with the entry into Thailand, Lotte Home Shopping plans to expand to other countries in the region, including Singapore and Malaysia, in the future.

Write to Mi-Kyoung Lee at capital@hankyung.com