Lotte Home Shopping to Promote K-Brands in Paris After LA... 33 Companies Take Part

Targeting the European market through K-brand export platform Eeseol
Showcasing more than 40 brands in Paris's Marais district through November 30

Lotte Home Shopping said on October 11 that it will operate a pop-up store for Eeseol, a K-brand export platform, in the Marais district of Paris, France, through November 30.

The event is part of the “Support Program for Overseas Expansion by Distribution Companies” run by the Ministry of Trade, Industry and Energy and KOTRA. After operating a pop-up store in Los Angeles (LA) in July with 39 domestic small and midsize companies, attracting a cumulative total of 220,000 visitors, Lotte Home Shopping has expanded its activities to Europe.

Since the 10th, Lotte Home Shopping has been supporting domestic small and midsize brands seeking to enter the European market by operating a pop-up store for Eeseol, a K-brand export platform, in Paris's Marais district. European customers wait to enter the Eeseol pop-up store. Photo: Lotte Home Shopping

More than 40 brands from 33 domestic small and midsize companies are taking part in the Paris pop-up store. It has been designed as a “beauty complex store” where visitors can try skincare, makeup, and hair and body products. The store also features “SKIN MBTI,” which diagnoses skin types and recommends personalized products, and a “K-Wellness” space where visitors can experience Korean-style inner beauty.

The K-pop and culture zone offers artist merchandise, Korean-style self-photo experiences, and tastings of traditional Korean liquor and mixed coffee. Actor Kwon Yuri will serve as a one-day store manager during the opening weekend, and SHINee’s Taemin is scheduled to visit the store on November 15 to meet fans. Lotte Home Shopping will also support export consultations with local distributors and buyers.

Lee Sang-yong, head of the Growth Business Division at Lotte Home Shopping, said, “After seeing the strong interest in K-beauty and lifestyle brands among overseas consumers and their growth potential in LA, we decided to operate a pop-up store in Paris, the center of global fashion. We will showcase a range of products and content that allow local customers to experience K-brands firsthand, and continue expanding domestic small and midsize companies’ global sales channels through Eeseol.”

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