Lotte Duty Free, Publishes 'Sasa' Commemorating 40th Anniversary

Lotte Duty Free 40th Anniversary Heritage Book. (Photo by Lotte Duty Free)

[Asia Economy Reporter Seungjin Lee] Lotte Duty Free has published the company history book "Lotte Duty Free 40th Anniversary Heritage Book" on the 12th to commemorate its 40th anniversary.

Completed after about a year and a half of planning and compilation, the "Lotte Duty Free 40th Anniversary Heritage Book" breaks away from the traditional chronological historical narrative style of previous company histories and expresses the history, authenticity, and vision of the Lotte Duty Free brand with an artistic sensibility.

Produced as a 387-page hardcover book, the "Lotte Duty Free 40th Anniversary Heritage Book" is composed of a Heritage part focusing on the brand value of Lotte Duty Free and a History part showcasing the history of the duty-free store.

The Heritage part introduces representative products by year over the past 40 years and depicts the process from products displayed in stores to being delivered to customers at airports through illustrations. It also includes content introducing the relationships between global brand partners and Lotte Duty Free in an interview format. The commemorative sticker is also enclosed along with the production process of the 40th anniversary emblem of Lotte Duty Free, created in collaboration with Steven Wilson, a famous British pop artist.

The History part, which organizes the 40 years of footsteps in various ways, not only covers the history of Lotte Duty Free but also summarizes the origins and development of duty-free stores worldwide. It archives Lotte Duty Free's advertisements that led the Korean Wave marketing, featuring top stars of the era from Bae Yong-joon to BTS. Additionally, interesting figures showing the 40-year journey are revealed.

If you connect the vouchers issued by Lotte Duty Free over 40 years, the length would reach 380,000 km, enough to span from the Earth to the Moon. Sales, which were 2.2 billion KRW in the first year of establishment in 1980, grew about 5,000 times to approximately 10 trillion KRW in 2019.

Lee Gap, CEO of Lotte Duty Free, stated, "We thank our customers who have supported us for 40 years. Based on the achievements of 40 years, Lotte Duty Free will continue to pursue change and innovation in the duty-free business and strive to become a leading brand in the industry."

The "Lotte Duty Free 40th Anniversary Heritage Book" also won the Winner award in the Brand & Communication Design category at the Red Dot Design Award, the world's most prestigious design award. The book is scheduled to be distributed to over 430 locations nationwide this month, including national and public libraries, public institutions, and university libraries.

This content was produced with the assistance of AI translation services.