Seoul, South Korea – April 8, 2026 — A significant milestone in international tourism collaboration was achieved as Lotte Duty Free officially partnered with the Philippine Department of Tourism (DOT) and Cebu Pacific through the signing of a strategic Memorandum of Understanding (MOU) at the Lotte Duty Free Myeong-dong flagship store in Seoul, South Korea.
The partnership aims to strengthen tourism ties between South Korea and the Philippines by promoting the Philippines as a premier travel destination for Korean travelers. Through collaborative marketing initiatives and exclusive promotional campaigns, the three organizations seek to inspire more visitors to experience the country’s diverse attractions while enhancing the overall duty-free shopping experience.
A highlight of the event was the launch of the Philippine Tourism Promotion Showroom, an immersive exhibition featuring the country’s top travel destinations. Visitors were introduced to the Philippines through interactive displays, dynamic media walls, and engaging experiences designed to showcase its rich culture, breathtaking landscapes, and world-class tourist attractions.
The MOU signing brought together key leaders from the tourism, aviation, and retail industries, along with government representatives from both countries. Among the distinguished attendees was Yongsoo Cho, CEO of our HQ company, who joined the event in support of the initiative. His presence underscored our company’s commitment to fostering international partnerships and contributing to initiatives that promote tourism-driven economic growth.
As part of the collaboration, Lotte Duty Free, the Philippine Department of Tourism, and Cebu Pacific launched a special promotional campaign featuring raffle draws with exciting prizes, including round-trip flights and hotel accommodations in the Philippines. The campaign ran through June 30, 2026, encouraging more Korean travelers to discover the country’s unique destinations and hospitality.
This strategic partnership reflects a shared vision of strengthening global tourism, creating meaningful international collaborations, and showcasing the beauty and warmth of the Philippines to a wider audience. By combining the strengths of the retail, tourism, and aviation sectors, the initiative is expected to further enhance travel opportunities and deepen the longstanding relationship between South Korea and the Philippines.