FairPrice Xtra earns accolade at Retail Asia Awards

The hypermarket leveraged influencer partnerships and social content to expand reach in Singapore's retail market.

FairPrice Xtra won the Influencer Marketing Campaign of the Year - Singapore category at the Retail Asia Awards 2026 for “The Ultimate K-Experience at LOTTE Mart Express,” a campaign developed for the launch of the second LOTTE Mart Express store-in-store at FairPrice Xtra JEM.

K-Pop Star Dayoung’s appearance gave the LOTTE Mart Express launch a recognisable public face and tied the store concept to interest in Korean food and culture. Her involvement covered the in-store event, social media content, and customer-facing activations.

At FairPrice Xtra JEM, influencer content was paired with specific retail features. These included the DIY Ramyeon Bar, Yorihada Kitchen street food snacks, cooking demonstrations by LOTTE Shopping chefs from Korea, and an AI photobooth where shoppers could appear in traditional Korean hanboks. The activities directed attention to the store’s Korean food range and gave visitors several points of participation during the launch.

The store carried more than 800 Korean products. More than 160 of these were exclusive to FairPrice Group. Yorihada Kitchen served freshly prepared Korean street food and desserts, including three-colour honey rice cakes, squid kimchi pancake, and mixed vegetable and sweet potato fritters. Yorihada and Good Today private label products were also featured, covering meal solutions, beverages, and snacks.

Public discussion around the launch centred on Dayoung’s appearance and the Korean food offer. Fans posted reactions online, while Time Out Singapore and Eatbook covered the store’s product range and launch activities. Dayoung also posted about her visit to FairPrice, extending the campaign to her own audience.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].