Lotte Homeshopping Co., a South Korean TV-based retailer, said Thursday that it will start 24-hour sales broadcasting in Vietnam that could expand its presence in the fast emerging Southeast Asian country.

The company, which is part of the Lotte Group, said all-day broadcasting will start on Friday and cover 1.5 million households in the Hanoi and Ho Chi Minh City areas.

It said products such as TV sets made by Samsung Electronics, miscellaneous household goods like containers made by Lock & Lock Co. and Sanyo microwave ovens will be sold.

Lotte said the service provided will be the same as that offered in South Korea with show hosts explaining the products on sale and the purchases being shipped to the customers‘ home.

The company said its Vietnam operation is a joint venture with DatVietVAC Group, a large media conglomerate. The new home shopping company will be called Lotte Datviet.

Lotte Homeshopping said it has set a 10 billion won ($8.9 million) sales target for Lotte Datviet this year.

The retailer, in addition, said that it is looking at expanding the company’s presence in nearby Thailand, Malaysia and Indonesia.

(Yonhap News)