Lotte lures Chinese with hint of Kim Soo-hyun
Kim Soo-hyun / Korea Times file
Lotte Department Store recently hinted that actor Kim Soo-hyun might appear on a Chinese matchmaking TV show ― but instead sent an employee.
The disappointing swap was part of a marketing strategy to attract Chinese consumers to Korea during the New Year holiday starting Feb. 18., JoongAng Ilbo said on Saturday.
Lotte first released an advertisement saying that “Lotte ‘obba” (Korean for “attractive young man”) would visit the TV show “If You Are the One” on Feb. 7. The ad featured a photo of Kim, the company’s official model, aiming to persuade Chinese that the popular actor from the Korean TV series “My Love from the Star” would appear.
But there was no sign of Kim ― just Jung Yeol, 30, from the company’s global marketing team.
Jung told 24 women who appeared on the show to visit his mall in Korea during the forthcoming holiday, distributing Lotte tumblers and his name cards. He also rapped, sang and danced to K-pop songs.
Jung’s appearance raised participation in the mall’s events by up to 80 percent.
The company is targeting so-called “third generation” Chinese consumers visiting Korea, who are no longer interested in hallyu products but seek unique reasons to buy products in Korea.