Business · Companies · 2 hrs ago
Lotte Duty Free and Hwayo to develop products together
Lotte Duty Free and Hwayo have agreed to develop products together under a new partnership.
Hwayo is a South Korean premium distilled-spirit brand, and the deal also covers global sales, events for top customers and pop-up spaces where visitors can try products.
Their first exclusive set will pair Hwayo spirits with pottery from Korean ceramics brand Gwangju요.
Hwayo already sells at Lotte Duty Free’s Changi Airport store in Singapore, and its presence in other overseas stores is set to grow from 2027.
Lotte Duty Free said foreign customers’ purchases of Korean alcohol rose 275% in the first nine months of this year compared with the same period a year earlier.
The companies aim to promote Korean spirits to customers around the world, with the planned overseas store expansion as a next step.
Lotte Duty Free and premium Korean distilled-spirit brand Hwayo signed an agreement to develop products and expand sales through duty-free channels.
The agreement covers exclusive products, global distribution, marketing for VIP customers and experiential promotions.
The companies plan to expand Hwayo’s presence at Lotte Duty Free locations overseas, with additional store entries expected from 2027.
They will also develop duty-free products, including a set combining Hwayo spirits with ceramics.
Hwayo is currently exported to 30 countries and entered Lotte Duty Free’s Singapore Changi Airport store in May.
- Who
- Lotte Duty Free and Hwayo, a Korean premium distilled-spirit brand.
- What
- They signed an agreement to develop products together and expand global duty-free distribution and marketing.
- When
- The agreement was signed on October 26 and announced on October 27, 2026.
- Where
- The signing took place at Lotte Duty Free’s Myeongdong main store in Seoul.
- Why
- The companies aim to expand Hwayo’s duty-free sales and promote Korean spirits to global customers.
This story does not have two clearly opposing sides.
Hwayo entered Lotte Duty Free’s Singapore Changi Airport store.
Lotte Duty Free and Hwayo signed their agreement at the Myeongdong main store in Seoul.
The companies announced the agreement.
Lotte Duty Free plans to gradually add Hwayo to more overseas stores.
- Export reach
- Hwayo exports to 30 countries.
- Singapore entry
- Hwayo entered Lotte Duty Free’s Changi Airport store in May.
- Planned overseas expansion
- Additional Lotte Duty Free overseas store entries are planned from 2027.
- Korean liquor sales
- Foreign-customer sales of Korean liquor at Lotte Duty Free rose 275% year on year in January–September.
- Exclusive product
- The companies plan a Hwayo x Kwangjuyo set combining spirits and ceramics.
What people are saying
We plan to broaden our reach among domestic and international travelers through Lotte Duty Free’s global distribution network.
We expect this agreement to serve as an opportunity to introduce excellent K-liquor products to customers around the world.