Lotte Department Store to open new Seoul location for first time in 15 years: Lotte Mall Bellytown Cheongnyangni

[Financial News] Lotte Department Store will unveil its next-generation shopping complex, Lotte Mall Bellytown Cheongnyangni, in northeastern Seoul on the 23rd. It will be the company’s first new store in Seoul in 15 years, since it opened its Gimpo Airport branch in 2011.
According to Lotte Department Store on the 22nd, Lotte Mall Bellytown Cheongnyangni will be located in Lotte Castle SKY-L65 Landmark Tower in Dongdaemun District, Seoul. Connected to the existing Lotte Department Store Cheongnyangni branch, the new mall is an “ultra-compact shopping mall” that concentrates on key offerings rather than expanding its size.
The mall will have approximately 17,851 square meters (5,400 pyeong) of sales area across five floors, from basement level 1 to the fourth floor above ground. Unlike conventional shopping complexes that secure large amounts of space, it brings together a range of offerings—including fashion, food and beverage (F&B), global intellectual property (IP) and media—in one place to provide a distinctive shopping experience.
Lotte Department Store sees potential for commercial growth as the Cheongnyangni area is developed. At least 30,000 new households are expected to move into nearby areas, including the Cheongnyangni redevelopment district and the Imun and Hwigyeong districts, by 2030. With expanded subway and bus routes and the development of a wider rail network, including the Great Train eXpress (GTX), public transit ridership is also projected to rise to 300,000, about double the current level.
Lotte Department Store has created a shopping destination for everyone from customers in their 20s and 30s to families, adopting “New Breeze” (a fresh wind)—inspired by Cheongnyang, the area’s name, which means “clear and cool”—as its slogan.
The mall features Bellygom, Lotte Group’s signature character, throughout. For the first time among Lotte Department Store’s shopping complexes, “Belly” is included in the mall’s name, and Bellygom theming is used in key areas as well.
The company also paid special attention to the mall’s sound and scent. It installed 90 Bose audio units from basement level 1 to the fourth floor to play music suited to each area. Lotte Department Store’s signature fragrance, “Plitvice,” will be used in key lounge areas.
The tenant brands have also been differentiated. Of the approximately 50 brands, about 80% are either making their debut with the retailer or opening their first or largest stores in northeastern Seoul.
With the opening of the new mall, Lotte Department Store plans to develop the Cheongnyangni area into Seoul’s third “Lotte Town,” following Myeong-dong and Jamsil. It also plans to renovate the main building of its existing Cheongnyangni branch in stages, developing it into a premium mixed-use commercial complex that represents northeastern Seoul.
“Although compact in size, we worked to create Lotte Mall Bellytown Cheongnyangni with content stronger than that of any other shopping mall and the competitiveness to outperform large-scale malls,” said Kim Si-hwan, manager of Lotte Department Store’s Cheongnyangni branch. “We will continue to grow and develop it into northeastern Seoul’s leading next-generation shopping landmark, connecting current and future customers.”
[email protected] Jang Yu-ha Reporter