Employees introduce various products in front of a large balloon wally installed at the front door of the Hyundai Department Store Trade Center branch in Gangnam-gu, Seoul.  (provided by Hyundai Department Store)
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“Come see the extra-large Wally, Pink Bean, and Belligom”… The keyword for the department store industry ‘endemic family month’ is ‘character collaboration’

Employees introduce various products in front of a large balloon wally installed at the front door of the Hyundai Department Store Trade Center branch in Gangnam-gu, Seoul. (provided by Hyundai Department Store)

As we were able to welcome May’s Family Month together with Endemic, department stores and other retailers began to gather offline customers. Department stores, such as Hyundai, Lotte, and Shinsegae, use outdoor spaces that do not need to wear masks and enter into marketing that leads consumers through collaborations with popular characters.

In line with the lifting of social distancing, Hyundai Department Store will run an event under the theme of ‘Happy Journey with Wally’ for four months from May. Using the ‘Wolly’ and ‘Wolly Crew’ characters, they will decorate 16 department stores and 8 outlets nationwide, including the Apgujeong Main Store and The Hyundai Seoul, and present experiential contents such as an exhibition of Wally sculptures, customer participation art events, and parades. During the event, you can see a total of 2,500 different Wally characters, including a 13m high Wally sculpture and 200 1.8m high Wally Crew sculptures, both inside and outside the department store.

Beligom is such a popular character that it was exhibited at Lotte World Tower Plaza in Jamsil in April and attracted 2 million visitors in two weeks.  (Maekyung DB)

Beligom is such a popular character that it was exhibited at Lotte World Tower Plaza in Jamsil in April and attracted 2 million visitors in two weeks. (Maekyung DB)

You can also meet extra-large characters at Lotte Outlets. Lotte Outlet will display the 15m high ‘Belligom’ on the grass plaza of Time Villas (Lotte Premium Outlets) from May 1 to 22 and open a pop-up store. Beligom is a character created through an in-house venture program conducted by Lotte Home Shopping for MZ generation employees in 2018. In April, it was displayed at the Lotte World Tower Plaza in Jamsil, and it is a popular character that attracts 2 million visitors in two weeks.

Lotte Department Store is holding an event for ‘kidults’. The department store is decorated as a gallery with the famous British pop artist ‘John Bergerman’. If you take a photo at the amusement park concept photo zone created at the main store, Jamsil store, Dongtan store, and Busan main store, post it on social media and tag it, limited edition goods are provided.

Shinsegae Group is also in the midst of welcoming customers with large characters. Hanam, Goyang, Anseong Starfield and Myongji Starfield City prepared the ‘Balloon Festival’. Nexon’s online game ‘Maple Story’, a popular character ‘Pink Bean’, will be exhibited with an extra-large balloon, and an authentication shot event will be held. The ‘Pokemon’ pop-up store and exhibition will also be held at Starfield Seoul COEX until May 15th.

In addition, Shinsegae Department Store is conducting a Family Month campaign with the theme of ‘Every moment is a gift’. We prepared a mission bracelet event and a pop-up dessert store to give out gift taste tests, balloon headbands, and more. From Children’s Day on May 5th to Mother’s Day on May 8th, an experience event ‘Kids in Wonderland’ will be presented. You can experience a variety of experiential contents for each store, such as drawing character dolls, gifting movie theater popcorn, and caricatures.

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