Five-day event to be held at Korean Cultural Center LA

A poster for the opening of the "LA:ON" zone at the Korean Cultural Center Los Angeles [Lotte Department Store]
A poster for the opening of the "LA:ON" zone at the Korean Cultural Center Los Angeles [Lotte Department Store]

Lotte Department Store will operate a "K-Culture Beauty & Fashion" pop-up store at the Korean Cultural Center Los Angeles from Tuesday through Saturday next week.

The pop-up will be held at LA:ON, the center's global K-zone, a platform dedicated to showcasing Korean beauty, fashion and food products. The zone is set to open in six cities this year — Los Angeles, New York, Paris, Beijing, Shanghai and Tokyo.

The event will feature domestic skincare and fragrance brands, including Aromatica and Centellian24 in skincare, and Vivian and Hetras in fragrance. Seven brands in total will participate, including Lotte Department Store's own K-beauty curated shop, The Cast. Visitors can also take part in interactive experiences such as AI-powered skin diagnostics for personalized skincare routine recommendations and individual fragrance consultations.

Lotte Department Store said it selected brands with strong potential, with an eye on foreign customer sales. Sales of K-beauty products at the store to foreign customers rose 110 percent year-on-year over the past three months, with North American customers driving particularly strong growth — up 120 percent over the same period.

Among the participating brands, Hetras will hold a standalone pop-up at Lotte Outlet Seoul Station in December, the first time a retailer has hosted such an event for the brand. Other small brands that find it difficult to operate their own stores will receive online and offline distribution support through The Cast.

"We will continue to discover emerging brands and stay one step ahead of rapidly changing beauty trends for our customers, while building a virtuous cycle of mutual growth with the brands we work with," said Jeong Su-yeon, head of Lotte Department Store's beauty and accessories division.


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