For global fashion enthusiasts and travelers heading to South Korea this spring, the shopping landscape is about to shift into high gear. Lotte Outlet and Lotte Mall have announced the launch of the “Black Super Present,” a massive discount event designed to bring the intensity of a November shopping spree to the heart of the spring season. Billed as “April’s Black Friday,” the event aims to provide significant relief to consumers facing a high-inflation economy by offering deep cuts across a vast array of luxury and contemporary brands.
Scheduled to take place from April 17 to 19, 2026, the Lotte Outlet Black Super Show is the first ultra-large-scale sale of the year for the retail giant. The event is not merely a standard seasonal clearance. it introduces a tiered pricing strategy that allows shoppers to find deals far below typical outlet prices, spanning categories from high-end luxury and contemporary fashion to sports, casual wear, and children’s clothing.
As an editor who has covered the intersection of luxury and commerce for over 15 years, I’ve seen many “mega-sales,” but the structure of this event is particularly aggressive. By layering additional discounts on top of already reduced outlet prices, Lotte is positioning itself as a primary destination for value-conscious luxury shoppers during the peak spring outing season.
The ‘Black Price’ Strategy: Layering Discounts for Maximum Value
The centerpiece of the event is the “Black Price” initiative. Unlike traditional sales where a single percentage is taken off the original retail price, the Black Price model applies an additional 10% to 30% discount on top of existing outlet prices. This means that items already marked down for the outlet environment will see a second wave of price reductions.
This strategy applies to a comprehensive list of globally recognized brands. Shoppers can expect these additional savings at stores featuring Nike, Adidas, New Balance, Lacoste, Michael Kors, Theory, and Sandro. By involving all major categories—luxury, contemporary, sports, casual, and kids—the event ensures a broad appeal, whether the customer is looking for a high-end blazer or performance athletic gear.
Beyond the “Black Price” layering, Lotte is offering “super special” prices on popular spring and summer items, with discounts reaching up to 70%. To give shoppers a concrete idea of the value, several representative items have been highlighted:
- Discovery: Men’s lightweight stretch packable windbreakers priced at 44,700 KRW.
- Guess: Women’s cool-touch wide denim available for 59,000 KRW.
- Lacoste: Color-tipping polo sweaters priced at 89,000 KRW.
Targeted Events: ‘Daehyun Week’ and Regional Specials
Recognizing that different demographics have different shopping habits, Lotte has integrated specialized events within the broader Black Super Show framework. One of the most notable is “Daehyun Week,” a curated exhibition specifically for female shoppers that extends beyond the main three-day window, running until April 22.
During Daehyun Week, popular women’s brands such as Mojo, Duelle, Juke, and CC Collect will offer an additional 20% discount at their main stores. Depending on the brand, shoppers may also benefit from a 3% gift promotion based on the total purchase amount. Dedicated event halls at various locations will feature concentrated special offers with discounts of up to 70%.
Regional shoppers will also find localized themes tailored to specific branches. These include:
- Gimhae: A specialized Guess exhibition.
- Uiwang and Cheongju: A New Balance special exhibition.
- Gimhae, Icheon, and Dongbusan: The Laura Ashley Home Refresh Festa.
- Suwan: An ABC Mart special exhibition.
Beyond Shopping: Luxury Rewards and Entertainment
Lotte is attempting to transform the shopping trip into a full-day experience by combining retail therapy with entertainment and high-stakes rewards. To drive foot traffic and increase customer engagement, the company has introduced a “Lucky Draw” event. The headline prize is a yearly shopping support fund totaling up to 10 million KRW.
Adding to the festive atmosphere, Lotte is hosting circus performances at six of its premium outlets. These entertainment hubs include the Dongbusan, Gimhae, Giheung, Icheon, Paju, and Uiwang locations, turning the retail centers into family-friendly destinations for the spring holiday weekend.
The strategic intent behind these moves is clear. Kim Hyun-young, head of Lotte Department Store’s Marketing Team 2, stated that in an era of high prices, the goal was to provide “practical benefits that customers can feel” by creating an event comparable to the scale and impact of Black Friday.
Key Event Summary
| Feature | Details |
|---|---|
| Main Event Dates | April 17–19, 2026 |
| Primary Discount | 10–30% additional off outlet prices (“Black Price”) |
| Maximum Discount | Up to 70% on S/S items |
| Daehyun Week | Until April 22 (Focused on women’s fashion) |
| Top Prize | Up to 10 million KRW shopping support fund |
For those planning to attend, the most critical window is the April 17–19 period for the broadest “Black Price” discounts. Though, those focusing on women’s contemporary brands have a slightly longer window via Daehyun Week. With the combination of circus acts and massive price cuts, this event represents a significant push by Lotte to capture the spring consumer market in a challenging economic climate.
The next major checkpoint for shoppers will be the start of the event on April 17. We encourage readers to check their nearest Lotte Premium Outlet’s local schedule for specific brand participation and circus performance times.
Do you plan on visiting the Black Super Show, or do you have a favorite brand you’re hoping to find on the list? Share your shopping strategy in the comments below!