Lotte Home Shopping's K-Brand export platform, 'Eeseol,' opened a pop-up store in Los Angeles, attracting over 30,000 visitors within its first three days.
The initiative aims not only to introduce domestic beauty and lifestyle brands to local consumers but also to facilitate export consultations with U.S. distributors to support their entry into the North American market.
Since July 17, the K-Beauty and Lifestyle pop-up store has been operating at 'The Grove,' a premium shopping mall in LA, Lotte Home Shopping announced on July 20.
This event is part of the 'Retail Companies Overseas Expansion Support Project' promoted by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA).
The pop-up space spans 1,887 square meters (approximately 570 pyeong) across two floors and will run until August 15. Lotte Home Shopping has themed the event 'Live Seoul' and prominently features its self-planned export platform, Eeseol.
A total of 39 domestic beauty and lifestyle companies are participating in the pop-up. According to Lotte Home Shopping, some brands have already sold out their prepared stock, and experiential programs such as personal color diagnosis and makeup classes have been fully booked.
In addition to local consumers, U.S. distributors and buyers are visiting the event to engage in export consultations with participating companies. Lotte Home Shopping plans to use this pop-up as a platform for market validation, focusing on converting buyer consultations into actual export contracts and global placements.
The opening ceremony on July 17 was attended by Kim Jae-gyeom, CEO of Lotte Home Shopping; Kim Young-wan, Consul General of the Republic of Korea in Los Angeles; Lee Hae-don, Director of the Korean Cultural Center in Los Angeles; Nam Woo-seok, Head of KOTRA's Los Angeles office; and Corinne Verdier, representative of The Grove.
Attendees discussed strategies for expanding the presence of domestic small brands in North America while enjoying brand events with local influencers, K-Beauty classes, and K-Pop experience programs.
Following the LA event, Lotte Home Shopping plans to open another Eeseol pop-up in Paris, France, in October. The company aims to expand its global e-commerce efforts to support the overseas expansion of domestic brands.
Since 2016, Lotte Home Shopping has been operating the 'Korea Brand Expo' to assist domestic small and medium-sized enterprises in exploring overseas markets. To date, it has held 23 events, with over 1,600 companies participating and achieving more than 11,000 export consultations, totaling over $1.2 billion in consultation results.
Kim Jae-gyeom, CEO of Lotte Home Shopping, stated, 'Eeseol, which debuted in LA, is receiving a positive response locally. Based on our experience from the 'Lotte Brand Expo' since 2016 and the support from the Ministry of Trade and KOTRA, we will strive to ensure that the excellent products of domestic small and medium-sized enterprises receive much love in the global market.'
* This article has been translated by AI.
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