Seoul & Beyond by Leeloo

Introduction

Seoul transformed into a vibrant Pokémon paradise this past summer! The highly anticipated « Pokémon Town with LOTTE » event returned for its second run, turning the iconic Jamsil area—home to the Lotte World Tower, Lotte World Mall, and Seokchon Lake—into a temporary haven for trainers and fans. If you missed it, or are planning your next Korea trip, here is a breakdown of this massive collaboration.

So obviously I had to go and see it for myself. Like many of us, we grow up with pokemon, we played pokemon video game, collected pokemon card, watched Sasha and pikachu; I couldn’t missed it. I took a lot of pictures, If you want to see them, you can check out mypinterest account.

📍 Where: The Location That Became Pokémon Town (Jamsil, Seoul)

The choice of Jamsil is key to the event’s massive scale and success.

• Location: The area surrounding Lotte World Tower, Lotte World Mall, and Seokchon Lake (Songpa District, Seoul).
• Why Jamsil? This large complex, owned by the LOTTE Group, provides expansive indoor and outdoor spaces ideal for a huge pop-up experience. The collaboration, often dubbed « Pokémon Town with LOTTE, » is a massive group effort involving multiple LOTTE affiliates (Lotte Duty Free, Lotte GRS, etc.), making Jamsil the perfect central hub.

🗓️ When: The Second Run (A 2025 Summer Event)

The event, which has quickly become a yearly tradition, took place in the late spring/early summer.

• The Second Event (2025): Ran from late April to mid-May (April 25 to May 18, 2025).
• The First Event (2024): The initial success story, setting the stage for the yearly event.
• Attendance: The second run in 2025 attracted an estimated 4 million visitors, (I was one of them:)) demonstrating its growing popularity and cultural impact in Korea.

💡 Why: The Origin and Purpose

The event’s existence stems from a desire to bring a global Pokémon phenomenon closer to Korean fans, thanks to a major local partner.

• The Spark: The concept was indirectly inspired by the success and organization of the Pokémon World Championships held in Yokohama, Japan, in 2023. A LOTTE representative observed the event, leading to the decision to create a similar large-scale experience in Seoul.
• The Goal:
  • Fan Engagement: Offer Korean fans a direct, large-scale, and immersive experience with the Pokémon franchise.
  • Commercial & Sightseeing: Boost tourism and commerce in the Jamsil area. LOTTE sees this as a key move to strengthen its « content business model » by securing exclusive IP collaborations. I definitly invested time and money since I had to wait 2hours in order to enter in one of the pop-up store in a lotte departement store. But I get my totodile plush. Worth it!!
• The 2025 Theme : For the second event, the focus shifted from just Pikachu to other popular Pokémon, such as Ditto (Metamong in Korean), to deepen Korean fans’ connection with the broader Pokémon cast.
  • To be honest I wasn’t the biggest fan at first of Ditto but after that I for sur find him some qualities, such as very CUTE!

✨ How: What Makes the Event so Popular

A huge event needs huge attractions! Pokémon Town is a mix of pop-up shops, photo zones, and unique experiences.

Event Highlight	Description & SEO Keywords
Giant Pokémon Art Balloons	A massive (16 meter) Lapras and Pikachu inflatable installation floating on Seokchon Lake.
Pokémon Smile Plaza	The main arena area in front of Lotte World Tower, featuring various Pokémon sculptures, photo opportunities, and booths from LOTTE affiliates.
Pop-up Store	Located inside the Lotte World Mall Atrium, selling exclusive merchandise, including Korean Pokémon Trading Card Game (TCG) boxes, plushies, and limited-edition items.
Pikachu Parade	A special parade featuring a team of dancing Pikachus, usually held multiple times on select days around the main plaza. I didn’t get to see it
Interactive Activities	Events like a QR Stamp Rally located inside and outside the mall, encouraging visitors to explore the entire area. I started it but in the end … didn’t finish it 🙂

Conclusion

The « Pokémon Town with LOTTE » event is more than just a pop-up; it’s a monumental collaboration that solidifies Pokémon’s cultural standing in South Korea. By leveraging the vastness of the Jamsil complex, LOTTE and Pokémon Korea have created a yearly spectacle that successfully merges gaming fandom, family entertainment, and major retail. Keep an eye out for news on the 2026 event—it’s sure to be even bigger!

I don’t think I will be there for next year, but I’m just happy I get to saw it at least once. Maybe 2027🤞