1. Taking the excitement experienced in Yokohama to Korea

 

For 24 days this past spring, the Jamsil area of Seoul, Korea was transformed into a wondrous Pokémon fantasyland. A giant-size Pokémon balloon was floated on Seokchon Lake, and around 100 Ditto were placed throughout the large open area abutting the ever-popular LOTTE WORLD MALL. These and other attractions were all part of “Pokémon Town 2025 with LOTTE,” a major event that drew delighted visitors from near and afar between April 25 and May 18.

 

 

Nearly the entire Jamsil area was transformed for the occasion. Visitors were treated to greetings by various Pokémon, and they could also try their hand playing a variety of Pokémon games. The event, the largest Pokémon undertaking of its kind in Korea, was organized in collaboration with Pokémon Korea, Inc. and LOTTE, a group of global scale with operations spanning from food, retail and entertainment, to construction, manufacturing, tourism, services and finance.

 

“Pokémon Town 2025 with LOTTE” was the second event of its type in Korea, the first having taken place in 2024. That initial event came about as an indirect result of the “Pokémon World Championships” held in Yokohama, Japan in 2023. For quite some time, LOTTE had business relations with Pokémon Korea, so when the “Pokémon World Championships” took place in Yokohama, a LOTTE representative was invited to Japan to observe how this major event was organized and operated.

 

What the representative discovered in Yokohama was the entire Minatomirai area transformed into what looked like a Pokémon theme park. Moreover, visitors were on hand from virtually all generations, everyone enthralled by the opportunity to experience the wondrous world of Pokémon. The representative acted quickly, issuing a request to mount a Pokémon event of similar scale and variety in Korea.

 

△A parade held in conjunction with the “Pokémon World Championships” in Yokohama 2023. The entire area was transformed into a Pokémon fantasyland, including opportunities to be photographed with various Pokémon.

 

The representative’s enthusiasm was quickly rewarded with the decision to organize “Pokémon Town 2024 with LOTTE.” Besides offering Korean visitors opportunities to engage directly with their favorite Pokémon, the event, backed by LOTTE group companies, was developed and promoted as an occasion ideal for “sightseeing, eating and shopping.”

 

2. How to gain recognition of other Pokémon besides Pikachu?

 

“Pokémon Town 2024 with LOTTE” was planned and developed primarily to showcase Pokémon familiar from their appearance in the Pokémon Scarlet and Pokémon Violet video games. That first event in Korea attracted more than 4 million visitors during its 3-week run – making it a phenomenally successful undertaking.

 

For the follow-up event, “Pokémon Town 2025 with LOTTE,” the decision was taken to turn the focus to the Transform Pokémon Ditto. Why? Because in Korea the name “Pokémon” overwhelmingly conjures up associations with Pikachu, and there was a strong desire to have Korean fans become more familiar with other members of the Pokémon cast. The representative at Pokémon Korea says that ultimately the members decided to put the spotlight on Ditto, a Pokémon that transforms into many different guises.

 

△The giant balloon floated on Seokchon Lake in Seoul depicted Ditto transformed into Lapras and Pikachu.

 

For “Pokémon Town 2025 with LOTTE,” a background story was created for the occasion. Ditto, having witnessed how enthusiastically Korean fans had embraced Pikachu and Lapras in 2024, was said to have become jealous – and decided to pay a visit to Korea. So for the 2025 event, a large number of places were set up where local fans could meet and engage first-hand with Ditto.

 

3. Ditto of every conceivable transformation were on hand to greet visitors

 

In preparing “Pokémon Town 2025 with LOTTE,” the planning team at Pokémon Korea racked their brains trying to figure out ways to generate interest not just among well-established Pokémon fans but also in casual visitors to the venue. At the 2024 event, the majority of visitors had been Pokémon fans from the outset, so for 2025 the members were in total agreement that they wanted more and more visitors, fans as well as others, to get total enjoyment and fulfillment from the event.

 

One answer they came up with was to make 100 Ditto appear in myriad transformations throughout the open zone adjacent to LOTTE WORLD MALL. Each Ditto’s expression was different, ranging from happiness to anger, sadness to pleasure. Needless to say, the resulting sight made for an eye-popping spectacle of wondrous delight, and one that aroused the interest of the visitors. Special places were set up where anyone – Pokémon fan or not – could casually stop and take their photos together with a Ditto that caught their eye.

 

 

All in all, “Pokémon Town 2025 with LOTTE” was transformed into a little village inhabited by Ditto Pokémon of all conceivable kinds.

 

4. Venues to encounter Pokémon were set up throughout Jamsil

 

During its 24-day run, “Pokémon Town 2025 with LOTTE” attracted an amazing 5-million-plus visitors. The venue was filled daily with the smiles and laughter of hordes of visitors of all generations, both people previously familiar with Pokémon and visitors making first-time encounters with Pokémon.

Ultimately, generating interest and glee in the realm of Pokémon among visitors to Jamsil was made possible thanks to the close collaboration achieved between Pokémon and LOTTE, a group that produces so many businesses – department stores, convenience stores, restaurants, and more – already familiar to Koreans of every generation.

 

△This pop-up store was featured at LOTTE WORLD MALL in 2025.

 

Remarkably, large numbers of visitors, even those of middle age and older, were so enthralled by their first encounter with Ditto at “Pokémon Town 2025 with LOTTE,” they were inspired to purchase related merchandise on the spot. For everyone involved in planning and developing the event, this outcome was a source of unbridled pride and joy.

 

The first two “Pokémon Town with LOTTE” events clearly demonstrated what amazing results are possible from collaboration between Pokémon, Pokémon Korea, and LOTTE.