Lotte Homeshopping said on the 13th that it has launched 'Eeseol,' a global platform designed to support the overseas expansion of small and medium-sized domestic beauty and lifestyle brands, and will open a pop-up store in the United States.
From the 17th through the 15th of next month, Lotte Homeshopping will operate a pop-up store at 'The Grove,' a premium shopping mall in Los Angeles, with 39 small and medium-sized Korean K-beauty and lifestyle enterprises participating. Lotte Homeshopping plans to use the 'Eeseol' name not only for its K-brand export support platform but also for the pop-up store and future e-commerce operations.
This pop-up will occupy a total of 1,887 square meters across the first and second floors of The Grove, and is designed to let visitors experience present-day Seoul overseas. The first floor will feature more than 30 brands spanning skincare, color cosmetics, hair, and beauty devices, while the second floor will offer content such as K-pop and K-food, along with instant photo shoots and K-pop lessons.
The event is part of the "Distribution Company Overseas Expansion Support Project" promoted by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA). Lotte Homeshopping explained that it was selected as an implementing company in recognition of its track record of supporting the overseas expansion of domestic small and medium-sized enterprises since 2016.
"The LA pop-up store will serve as an opportunity to verify the marketability of outstanding domestic K-beauty and lifestyle brands and to broaden points of contact with global consumers," a Lotte Homeshopping official said. "We plan to develop 'Eeseol' into a global platform connecting overseas consumers with domestic brands, and to continue supporting the overseas expansion of domestic brands."
