Lotte Cinema Launches New Summer Menu for Movie-Camping Fans

Lotte Cinema announced on June 30, 2026, that it is launching a diverse lineup of new summer season menu items to attract “geukkangseu” visitors—consumers who visit cinemas as a way to escape the heat—during the peak summer movie season. According to reporting from Economic Times, the cinema chain is attempting to transform its theaters into food and beverage hotspots to diversify its appeal beyond film screenings.

The strategy targets a specific consumer trend where the theater serves as a climate-controlled destination for leisure and dining. Lotte Cinema’s announcement on June 30 indicates a shift toward prioritizing the F&B experience as a primary draw for guests during the summer months.

How is Lotte Cinema changing its food and beverage strategy?

Lotte Cinema is positioning its concessions as a destination in their own right rather than just a secondary service for moviegoers. Economic Times describes this move as a “provocation” to turn movie theaters into F&B hotspots. By introducing a large-scale lineup of seasonal menus, the company aims to capture the “geukkangseu” demographic, a portmanteau of “cinema” and “vacation” (hocance), referring to people who seek luxury or comfort in public spaces to avoid summer humidity.

The company’s focus on a “diverse lineup” of new items suggests a move toward more complex and varied offerings than standard popcorn and soda. This approach aligns with a broader industry trend in South Korea where cinema chains seek new revenue streams to offset the volatility of box office performance.

Why does the “geukkangseu” trend matter for the cinema industry?

The rise of the “geukkangseu” crowd represents a shift in how consumers utilize cinema infrastructure. Instead of the film being the sole driver of foot traffic, the physical environment—specifically the air conditioning and seating—becomes the product. By expanding its summer menu on June 30, Lotte Cinema is leveraging its physical assets to maintain high occupancy and spending during the hottest months of the year.

This pivot toward an F&B-centric model reflects a competitive necessity. As streaming services continue to challenge traditional theater attendance, cinema operators are increasingly relying on “experience-based” draws. Turning a lobby into a “hotspot” for food and drink allows the theater to monetize the space regardless of whether a customer has purchased a movie ticket.

According to the Economic Times report, this specific push is timed for the “peak summer season,” which historically provides the highest volume of theater visits in the Korean market due to the release of major domestic blockbusters and the need for indoor cooling.