Lotte Property & Development said on the 2nd that visitors to Lotte World Tower and Mall last month totaled about 4.9 million, the highest ever for February.
Although February is usually classified as the off-season in retail, the light festival "2026 Lotte Luminarie" held at the outdoor lawn plaza drew in visitors, the company said.
The average daily number of visitors to the tower and mall in February was about 170,000, up 20% from a year earlier. In particular, on the third weekend of February (the 21st–22nd), about 410,000 people came, a level similar to the average weekend visitor count in December, the busiest month of the year (420,000 in 2025).
Driven by this, the number of customers in their 20s and 30s at Lotte Department Store's Jamsil branch last month increased by more than 20% from a year earlier, and sales to foreign visitors expanded by over 65%, showing tangible revenue gains.
Lotte Property & Development analyzed that a threefold expansion of the event compared with a year earlier, along with more dazzling features such as a cross-shaped tunnel and a large 16-meter-tall tower, contributed to its popularity.
A Lotte Property & Development official said, "Due to the recent online buzz over the 'floor selfie' (a method of placing a mobile phone on the ground and shooting in selfie mode), an unusual scene unfolded on site, with people setting their phones down on the floor beneath the 17-meter-high dome."
The "2026 Lotte Luminarie" event runs through the 8th.