Lotte Department Store said on the 22nd that it will hold a touring event to sequentially introduce "Sumgyeol Tong Bread," a product combining the expertise of Lotte Group's food and retail affiliates, at major department stores, shopping malls, and outlets.
Sumgyeol Tong Bread is produced by Lotte Wellfood using the Lotte Central Research Institute's patented lactic acid bacteria fermentation technology, and was launched as a private brand (PB) product at Lotte Mart, Lotte Super, and Seven Eleven. With its unique format of tearing off pieces from a whole loaf and its moist, soft texture, the bread surpassed a combined cumulative sales volume of 500,000 units in about nine weeks since its launch.
To let more customers experience Sumgyeol Tong Bread, Lotte Department Store will run "7-Select Sumgyeol Tong Bread" relay pop-up stores centered on major locations. Starting with Jamsil's Lotte World Mall on the 26th of this month, the event will be held sequentially at six stores: Lotte Premium Outlet Uiwang (July 4–5), Giheung (July 11–12), Lotte Department Store Dongtan (July 17–19), Lotte Premium Outlet Gimhae (July 25–26), and Lotte Mall Dongbusan (August 1–2).
These pop-up stores will operate as mini pop-ups set up along major traffic routes with high customer accessibility. They feature strengthened experiential content centered on tasting corners. During the event period, customers who purchase two or more Sumgyeol Tong Bread will receive a fan, and various promotions will also be offered, including a 50% discount for purchasing two or more when paying with Lotte/BC cards or PAYCO.
Lim Hyung-bin, head of Lotte Department Store's F&B division, said, "Through this '7-Select Sumgyeol Tong Bread' relay pop-up, we have enabled customers to directly experience the product's differentiated taste and quality," adding, "We plan to continue presenting content that expands customer touchpoints and provides new experiences based on synergy among affiliates."
