South Korea’s shorter four-day Chuseok holiday is prompting retailers to target families staying in or near cities with cultural programs, hands-on activities, leisure discounts and short-trip packages. Lotte World Tower will display a moon-rabbit media facade from the 24th through the 27th, while Lotte World Aquarium will feature penguins and aquarists in hanbok. Other initiatives include Mellow TV’s first offline pop-up store at Lotte Premium Outlets in Uiwang, family experience discounts at Shinsegae stores, Hyundai Department Store’s free Mongle Mongle Autumn Playground at Pangyo, and Starfield’s Chuseok Culture Vacation programming. Lotte On is also offering theme park, water park and regional tourism products for one- or two-day trips. The holiday runs from the 24th through the 27th, compared with seven days from Oct. 3 to Oct. 9 last year. A Korea Transport Institute survey of 10,024 people found that 32.7% planned to travel this year, down from 40.9% last year, while projected holiday travel fell to 30.93 million people from 32.18 million. Among those planning trips, 89.9% chose domestic destinations. Trip.com data also showed strong demand for nearby overseas destinations and rising inbound travel to Korea during overlapping Asian holidays, with Japan the leading overseas choice for Korean travelers and Seoul ranking first globally during China’s National Day holiday.