Lotte Duty Free

Lotte Duty Free (롯데면세점) is South Korea's largest duty-free retailer and one of the top travel retail operators in Asia. Founded in 1980 as a subsidiary of Lotte Group, the company operates 17 domestic and international stores including its flagship Myeong-dong location and the World Tower branch in Songpa, Seoul, with additional outposts across Japan, Southeast Asia, and Oceania.

The retailer built its global profile through decades of K-pop marketing. BTS, TWICE, EXO, BIGBANG, Super Junior, and aespa have all served as brand ambassadors, with campaigns running across outdoor advertising, digital platforms, and branded content. The K-pop partnership model was pioneered in earnest through BTS's 2015 appointment, which transformed Lotte Duty Free's global recognition among younger international travellers. Subsequent ambassador cycles have tracked K-pop's expanding influence market by market, targeting inbound tourists from Japan, Greater China, and Southeast Asia. The 2026 ambassador lineup features aespa, KickFlip, and Hearts2Hearts, combining an established act with two of the most-watched new generation groups.

In January 2026, the Myeong-dong flagship's Star Avenue attraction reopened after a full renovation, integrating new digital media and interactive exhibit elements. The revamped space drew over 700,000 visitors in its first two months and serves as the anchor for the retailer's experiential push in the Korean domestic market. The store's duty-free zone remains one of the highest-revenue retail floors in Seoul, drawing luxury shoppers alongside K-pop tourists. Lotte Duty Free operates under Lotte Shopping Co., Ltd. and is publicly listed on the Korea Exchange.