Lotte Duty Free exclusively launches BTS-developed brand ARIH in Korea

Lotte Duty Free announced Tuesday it has exclusively launched ARIH, a global brand developed by food companies Paldo and hy in collaboration with BTS, in Korea's duty-free market.

ARIH is a food brand centered on everyday balance and wellness. BTS participated directly in the process from product development to package design. The brand made its debut at Walmart in the United States in May and became a bestseller within three days of its launch.

Lotte Duty Free began selling ARIH products simultaneously with the domestic launch, rolling out the brand across key locations including its Gimhae Airport, Busan and Incheon Airport Terminal 2 stores. The brand will also enter the Gimpo Airport store on June 19. The lineup spans 28 items, including "Modern Noodle," "Postbiotic Energy Drink" and "Dual Biotic Soda."

Growing attention to K-food has helped drive sustained growth in Lotte Duty Free's food category. Sales to foreign customers in the first quarter of this year rose 58 percent from the same period a year earlier. A Lotte Duty Free official said the company will "strengthen K-food competitiveness by offering global fandom customers a special shopping experience."