Lotte Duty Free has unveiled a new promotional space at its flagship store in Myeongdong, Seoul.

The new 519sqm area, designated “Star Avenue”, promotes small and medium-sized South Korean brands. Its “Blooming Beauty” shop-in-shop is a highlight, housing a range of small and emerging brands. The firm has announced intentions to support these “incubated” brands by distributing them online and in outlets throughout Seoul.

Lotte Duty Free CEO Jang Sun-wook said: “The Star Avenue corner will further enhance the charm of the Myeongdong headquarters of Lotte Duty Free Shop, a shopping landmark in Korea, and contribute to the overall development of the tourism industry. We will strengthen our role as a stepping stone for promising small and medium-sized brands to expand overseas.”

The company has announced that brands housed in-store will “demonstrate their sales potential” while the store “will enhance customer convenience through brand diversification and space expansion”.