Lotte, one of South Korea’s largest department store operators, is betting big on the rising influence of Korean culture in Southeast Asia. The retail group announced plans to establish its regional headquarters in Singapore, underscoring its ambition to capture growing demand for Korean fashion, beauty, and lifestyle products.
The new hub will serve as Lotte’s command center for Southeast Asia, overseeing expansion into key markets such as Vietnam, Indonesia, Malaysia, and Thailand. Executives said Singapore’s position as a regional financial and logistics hub makes it a natural base for coordinating supply chains, local partnerships, and digital operations.
Korean cultural exports — from K-pop and K-dramas to K-beauty and food — have fueled a surge in consumer interest across Southeast Asia, especially among younger demographics. Retail analysts say this “K-culture wave” is reshaping shopping habits, with demand for premium cosmetics, fashion brands, and lifestyle experiences outpacing regional averages.
By positioning itself early, Lotte aims to strengthen its brand recognition and compete with global rivals such as Japan’s Isetan and Europe’s fast fashion chains. The company is also expected to expand its e-commerce presence, blending offline retail with online platforms to reach the region’s fast-growing middle class.
South Korea’s retail sector has increasingly turned outward as domestic consumption slows. Establishing a strong presence in Southeast Asia — a region with a population of over 650 million and one of the world’s fastest-growing consumer markets — is seen as critical for long-term growth.
Industry observers note that if successful, Lotte’s Singapore base could serve as a springboard for broader international expansion, solidifying the company’s role as a key cultural and retail ambassador for South Korea.
