30,000 Visitors in Three Days to Lotte Homeshopping's LA Export Platform "Eeseol"

First-Ever K-Beauty and Lifestyle Pop-Up by the Industry
Supporting North American Entry for 39 Korean Brands
Strong Response from Local Consumers and Global Buyers

Lotte Homeshopping's K-Brand export platform "Eeseol," currently operating in Los Angeles (LA), marked 30,000 visitors within just three days of opening. Domestic small and medium-sized enterprises participating in the pop-up showcased their products to local consumers while also engaging in export consultations with global buyers.

On July 20, Lotte Homeshopping announced that since the 17th, it has been operating a K-beauty and lifestyle pop-up store at The Grove, a premium shopping mall in Los Angeles, USA. This event is part of the "Overseas Market Expansion Support Program for Retail Companies" promoted by the Ministry of Trade, Industry and Energy and KOTRA. The aim is to support the market expansion of domestic SMEs in the U.S., where interest in K-beauty and K-culture is high.

Local consumers are browsing K-brand products at the pop-up store of Lotte Homeshopping's K-brand export platform 'Isul,' held for about a month at 'The Grove,' a leading premium shopping mall in Los Angeles, USA. Provided by Lotte Homeshopping.

A total of 39 Korean beauty and lifestyle companies are participating in the pop-up. According to Lotte Homeshopping, some brands have already sold out their prepared inventory since the event began, and experience programs such as personal color diagnosis and makeup classes are fully booked every day, reflecting the ongoing interest from local consumers.

Participating companies are also conducting export consultations with local U.S. distributors and global buyers. The company says this provides an opportunity to explore not just product sales, but also potential entry into North American distribution networks.

The opening event on July 17 was attended by Kim Jaegyom, CEO of Lotte Homeshopping; Kim Youngwan, Consul General of the Republic of Korea in Los Angeles; Lee Haedon, Director of the Korean Cultural Center in Los Angeles; Nam Wooseok, head of the KOTRA Los Angeles Trade Center; and Corinne Verdery, CEO of The Grove, among others. The attendees toured the venue and discussed ways to expand North American entry for domestic small brands. This was followed by brand events and K-beauty classes with local influencers, as well as K-pop experience programs.

"Eeseol" is Lotte Homeshopping's self-planned K-Brand export platform. Its name was inspired by the poetic image of cherry blossom petals fluttering like the "snow of spring." It serves as a platform that connects overseas consumers with domestic brands by combining K-beauty and lifestyle products with K-culture experience content.

Beginning with this LA event, Lotte Homeshopping plans to open an "Eeseol" pop-up in Paris, France, this coming October. The company also aims to further expand the platform into a global e-commerce business to support the overseas expansion of domestic brands.

Since 2016, Lotte Homeshopping has been supporting overseas market entry for domestic SMEs by operating the "Korea Brand Expo." To date, there have been 23 events with participation from over 1,600 companies, accumulating more than 11,000 export consultations and over 1.2 billion dollars (1.7892 trillion won) in consultation performance.

Kim Jaegyom, CEO of Lotte Homeshopping, stated, "The K-Brand export platform 'Eeseol,' introduced for the first time in LA, has received a positive response locally. Based on the operational know-how built since 2016 with the 'Lotte Brand Expo' and the support of the Ministry of Trade, Industry and Energy and KOTRA, we will do our utmost to ensure that outstanding products from domestic SMEs are recognized and loved in the global market."

This content was produced with the assistance of AI translation services.