Lotte Department Store opens Lotte Mall Bellytown Cheongnyangni

Lotte Department Store is launching Lotte Mall Bellytown Cheongnyangni in Dongdaemun-gu, Seoul, marking its first new store opening in the capital in 15 years. Located in the Lotte Castle SKY-L65 Landmark Tower, the 5,400-pyeong complex spans from the first basement floor to the fourth floor.

The mall features approximately 50 brands, with 80% being first-time entries for the retailer or the largest of their kind in the northeastern Seoul commercial district. Key tenants include Musinsa Bag & Cap Club, Decathlon, Daiso, and VIPS. The fourth floor will host Bandai Namco Korea’s Fun Square and Best Hobby, a specialized figure and plastic model shop.

The development aims to capitalize on regional growth, including the upcoming move-in of over 30,000 new households by 2030 and increased transit accessibility via the GTX network. The facility integrates the Lotte Group character ‘Bellygom’ into its theme and is intended to serve as the third ‘Lotte Town’ in Seoul, alongside Myeong-dong and Jamsil.