Aespa Powers Lotte Duty Free’s Global Push; Coway Honored for Wheelchair Basketball Support

Seoul, South Korea – Monday saw a flurry of activity across several major South Korean companies, with Lotte Duty Free strengthening its marketing lineup and Coway receiving accolades for its sports initiatives. SK Intellix, N32, and Hanssem as well made notable announcements.

Lotte Duty Free Re-teams with Aespa

Lotte Duty Free has reappointed K-pop group Aespa as its global models, building on a successful partnership that began in 2022. The decision, announced on March 9, 2026, aims to leverage Aespa’s strong fan base in key markets including Korea, Japan, Greater China, and Southeast Asia to attract international tourists.

Lotte Duty Free decided to re-appoint aespa based on the successful partnership with the brand, which saw aespa serve as its models for approximately two years starting in 2022 and contributed to enhancing its brand value.

The company plans to feature Aespa in outdoor advertising campaigns at its Myeongdong and World Tower stores, alongside existing models KickFlip and Hearts to Hearts. Digital campaigns utilizing social media will also continue. Lotte Duty Free is also offering in-store incentives, with Aespa posters available to customers who spend a certain amount on domestic products at select locations.

Coway Commended for Wheelchair Basketball Support

Coway received a commendation from the Minister of Culture, Sports and Tourism for its contribution to wheelchair basketball. The company founded the ‘Coway Blue Wheels’ team in 2022, the only wheelchair basketball team in Korea operated by a private company.

Coway provides comprehensive support to the team, including sports equipment, training facilities, and welfare provisions. Notably, the company recognizes athletes’ training time as work time and provides them with wages, ensuring financial stability.

The Coway Blue Wheels have achieved significant success, winning a total of 11 championships, including consecutive Grand Slam victories in 2024 and 2025. Coway also operates wheelchair basketball experience programs for schools and youth organizations.

Other Notable Announcements

• SK Intellix: Unveiled the AI wellness robot ‘NamuX’ at MWC 2026, showcasing autonomous judgment-based AI agent technology.
• N32: Opened a pop-up store at The Hyundai Seoul, featuring its premium vegan mattress lineup.
• Hanssem: Conducted volunteer work to support single-mother and child families in celebration of International Women’s Day.

FAQ

• What is Lotte Duty Free’s strategy with Aespa? Lotte Duty Free aims to leverage Aespa’s popularity to attract international tourists, particularly from Japan, Greater China, and Southeast Asia.
• What has Coway done to support wheelchair basketball? Coway founded and fully supports the ‘Coway Blue Wheels’ team, providing financial stability and resources for athletes.
• What was unveiled at MWC 2026 by SK Intellix? SK Intellix showcased the AI wellness robot ‘NamuX’ at the Mobile World Congress.

These developments highlight a trend of Korean companies investing in both global brand recognition and social responsibility initiatives.