[Edaily Reporter KIM JUNG YOU ] Lotte Department Store announced on the 22nd that it will operate a relay pop-up store for “Seven Select Breath-Style White Bread.”

“Sumgyeol Whole-Loaf Bread” is a brand produced by LOTTE WELLFOOD(280360)using a patented lactic acid bacteria fermentation method developed by the Lotte Central Research Institute, and is offered as a private label (PB) product at Lotte Mart, Lotte Super, and 7-Eleven. Lotte Department Store is also participating through these pop-up stores.

“Sumgyeol Whole Loaf Bread” is characterized by its whole-loaf eating style and moist texture. In fact, Lotte Mart and Super’s “Today’s Best Sumgyeol Whole Loaf Bread” and 7-Eleven’s “7-Select Sumgyeol Whole Loaf Bread” have gained popularity, surpassing cumulative sales of 500,000 units just nine weeks after their launch.

Lotte Department Store will kick off the campaign on the 26th at Lotte World Mall in Jamsil, followed by: △ Lotte Premium Outlet Uiwang Branch (July 4–5) △ Giheung Branch (July 11–12) △ Lotte Department Store Dongtan Branch(July 17–19) △ Lotte Premium Outlet Gimhae Branch (July 25–26) △ Lotte Mall East Busan Branch (August 1–2), among others.

The pop-up stores will feature experiential content centered on food tastings. During the event, customers who purchase two or more “Sumgyeol Tong” loaves will receive a free fan. A 50% discount will also be offered for purchases of two or more loaves made with Lotte or BC Card, or via Payco.

Lim Hyung-bin, Head of the F&F Division at Lotte Department Store, stated, “‘Sumgyeol’ Loaf is a prime example of collaboration, where the capabilities of Lotte Group’s food and retail affiliates are organically combined—from research and development to production and sales.” He added, “Moving forward, we plan to continue introducing content that expands customer touchpoints and offers new experiences, based on the synergy among our affiliates.”