Lotte Home Shopping announced it will operate a K-brand export platform called 'Eeseol' in Paris' Marais district until November 30. This event was organized through the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA) as part of a program to support the overseas expansion of retail companies.
The Marais district, known for its concentration of global fashion and beauty brands, will feature over 40 beauty and lifestyle brands from 33 domestic small and medium-sized enterprises for approximately two months.
The store is designed as a 'beauty complex store,' allowing visitors to compare and experience a variety of Korean cosmetics. Customers can try skincare, color cosmetics, and hair and body products, and participate in a 'Skin MBTI' program that diagnoses 16 skin types and recommends suitable products. A 'K-Wellness' area will also offer tastings and experiences of Korean inner beauty products.
Additionally, the store will feature activities that blend K-pop and Korean culture. Visitors can purchase K-pop merchandise, take selfies, experience traditional Korean liquor and mixed coffee, and participate in K-beauty lottery events. Actress Kwon Yuri will serve as a guest manager during the opening weekend, and on November 15, SHINee's Taemin is scheduled to meet with visitors in line with his performance in France. Official merchandise from HYBE's Cine Fest and displays related to Taemin will also be available.
Lotte Home Shopping has connected online and offline purchasing channels, allowing on-site visitors to buy products through QR codes linked to the official Eeseol online mall. During the popup's operation, the company plans to facilitate export consultations between local buyers and participating domestic companies to foster actual transactions.
This Paris initiative follows a similar popup held in July in Los Angeles, where the Eeseol store attracted a total of 220,000 visitors at The Grove mall.
Lee Sang-yong, head of Lotte Home Shopping's Growth Business Division, stated, 'Having confirmed the high interest in K-beauty and lifestyle brands in LA, we aim to showcase the competitiveness of domestic small brands in Paris, the center of global fashion.'
* This article has been translated by AI.
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