Lotte GRS's Lotte Burger chain attracted 2,000 participants to its inaugural running festival, moving beyond traditional store and product marketing to allow consumers to experience the brand directly through running.
Lotte announced on October 6 that the '2026 Ria is Full' event took place on October 4 at the Seoul Children's Grand Park.
'Ria is Full' is a non-competitive event focused on enjoying the act of running rather than competing for records. A 5km course shaped like a burger was set up at the park, with participants starting in waves from 7:30 a.m. based on their pre-assessed running preferences.
Approximately 2,000 people took part in the event. Tickets were sold exclusively through Lotte's own app, 'Lotte Eats,' and sold out quickly. Lotte's characters 'Teriang' and 'French Fry Man,' along with YouTuber 'Chicken Angel,' also participated as running mates.
After completing the run, participants enjoyed brand experience events. A style awards ceremony recognized those with unique running outfits, awarding winners with a 'Lotte Burger One-Year Pass,' along with recreational activities and a lucky draw.
Lotte also aimed to reduce single-use items during the event. Reusable cups were used at water stations instead of disposable ones, and a separate return booth was set up. Staff wore upcycled uniforms made from recycled materials, which Lotte GRS unveiled in June.
Recently, Lotte affiliates have been expanding experiential marketing through running events. Last month, Lotte Wellfood hosted the 'Excitement Run' with 3,000 participants, while Lotte Department Store and Lotte Mart have also introduced running events to enhance customer engagement.
A Lotte GRS representative stated, 'We planned this event to add enjoyable and generous benefits to the healthy culture of running. We will continue to present communication campaigns that share sustainable values with our customers.'
* This article has been translated by AI.
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