Lotte Department Store is set to showcase culinary offerings from star chefs featured on television. Starting July 17, a relay pop-up store will operate in the food court on the basement level of the Jamsil location, featuring signature dishes from chefs who appeared on the tvN program 'Street Restaurant Fighter' until September 17.
The first pop-up will be led by Chef Jo Seo-hyung from the Korean omakase restaurant 'Euljiro Jewel.' He will present his popular dish, 'Sticky Rice Nurungji Kimchi Cheese Chicken,' from July 17 to 23. On weekends, Chef Jo will also meet with customers at the store.
Following Chef Jo, a total of six chefs, including Chef Kim Ho-yoon and renowned Busan chef Kwon Dong-hoon, will sequentially introduce popular menu items from the show, covering Korean, Chinese, and Western cuisines. Lotte Department Store aims to transform the Jamsil food court into a hub for gourmet experiences to attract more customers.
Additionally, customer participation events will be held. After visiting the pop-up store, customers can post their taste evaluations on YouTube Shorts or Instagram Reels with the hashtags '#StreetFighterPopUp' and '#IAmTheJudge.' Outstanding participants will receive shopping vouchers worth 300,000 won from Lotte Department Store. Furthermore, 20 individuals who write creative reviews will be awarded a three-month subscription to Tving.
Recently, the department store industry has been enhancing experiential content to boost offline competitiveness. By introducing popular intellectual property (IP) pop-ups, exhibitions, and gourmet content, they are expanding strategies to increase customer dwell time, with collaborations with famous chefs and differentiation in food courts becoming key attractions.
Park Sang-woo, head of marketing at Lotte Department Store, stated, “We plan to continue offering differentiated experiential content that goes beyond shopping, allowing customers to see, taste, and enjoy, thereby strengthening the competitiveness unique to department stores.”
* This article has been translated by AI.
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