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Lotte Duty Free retains industry lead in brand competitiveness for 17th straight year
Lotte Duty Free has outperformed industry competitors in the Korean Brand Power Index (K-BPI) for the 17th consecutive year.
SOUTH KOREA. Lotte Duty Free has topped the Korean Brand Power Index (K-BPI) for the 17th consecutive year, maintaining its lead since duty-free shops were first included as a category.
The K-BPI, developed by the Korea Management Association Consulting, is a key benchmark for measuring brand influence and consumer preference in South Korea.
The awards ceremony took place yesterday (25 March) in Seoul, with more than 200 executives from top-ranked companies across various industries in attendance.
The retailer has strengthened its marketing strategies to attract both Korean and international customers as travel demand continues to recover. As reported, the retailer has reinforced partnerships with travel agencies to draw more customers from China, Japan and Southeast Asia.
Lotte Duty Free continues to enhance its brand offerings and customer service through a range of promotions at its downtown and airport locations.
KMAC has been conducting the K-BPI survey each year since 1999, making it the first and longest-running brand competitiveness survey in Korea. The 2024 survey captured insights from 12,800 consumers across 234 sectors. Brands that have held the leading position for more than ten years earn the exclusive ‘Golden Brand’ recognition. 
