Lotte Department Store Launches 'Next Lab' Platform for K-Fashion Global Expansion

Supporting K-Fashion Brands from Pop-Up Stores to Official Global Launches

Launching First Collaboration with "Musent" Through Overseas Pop-Up in Hanoi

Lotte Department Store announced on July 21 that it is launching "Lotte Department Store Next Lab," a platform supporting the overseas expansion of K-fashion brands, and will be expanding its international business.

Next Lab is a platform designed to discover promising K-fashion brands and support their entry into global markets. The platform provides comprehensive support throughout the entire overseas expansion process, including export clearance, store interior design, and marketing. It is characterized by its ability to connect each stage—from operating pop-up stores abroad to verifying results and ultimately facilitating official store openings.

Lotte Department Store plans to verify overseas market reactions through a "two-track" strategy that leverages both its directly operated international stores and collaborations with local retailers. Brands that achieve notable results will be given opportunities to enter overseas locations, starting with Vietnam.

The first location is "Lotte Mall West Lake Hanoi" in Vietnam. The first participating brand to be selected is the K-streetwear brand "Musent," which will operate a pop-up store from July 24 to August 4. Lotte Department Store plans to continue with additional pop-up events for a total of five K-fashion brands—including "Setter" and "NoManual"—through the end of the year. In the second half of the year, the department store will also launch pop-ups in Tokyo and Osaka, Japan.

Next year, the company plans to upgrade "Lotte Department Store Next Lab" to a permanent K-fashion specialty zone in Vietnam and Japan, offering a variety of brands throughout the year.

Lee Hyuk, Team Leader of Next Content Lab 1 at Lotte Department Store, said, "We will continue to expand our support so that K-fashion brands aspiring to go global can verify their marketability and safely launch overseas."

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