Lotte Homeshopping said on the 5th that it will showcase a large-scale exhibition and hands-on content using its character "Bellygom" around Yunjung-ro in Yeouido, Seoul, where the "2026 Yeouido Spring Flower Festival" is taking place. Bellygom has staged large exhibitions every spring at major cherry blossom sites such as Seokchon Lake in Jamsil, establishing itself as a representative spring character.
The event will run through the 7th with Bellygom participating as the representative character of the Yeouido Spring Flower Festival. To that end, the entire Yunjung-ro section, a famous cherry blossom spot (about 1.7 kilometers), will feature ▲ installation of large sculptures measuring 6 meters and 3 meters ▲ creation of photo booths and selfie zones ▲ operation of a pop-up store (temporary shop) where visitors can purchase about 10 popular Bellygom goods.
On the 3rd, the opening day, Bellygom held a car parade, riding in a MINI and moving along the cherry blossom road. A photo booth in collaboration with MINI's official dealer Kolon Motors was also set up. With the global hotel search platform HotelsCombined, a photo zone recreating an airplane cabin was created. In addition, participatory events such as the Bellygom march parade and a treasure hunt to find coupons hidden along the cherry blossom road are also planned.
Jun Ho-jin, head of growth strategy at Lotte Homeshopping, said, "This year, we prepared a variety of hands-on content to deliver unique experiences and fun to visitors to the Yeouido Spring Flower Festival," adding, "We hope people fully enjoy spring with Bellygom."