Lotte Chilsung Beverage Unveils Limited Edition 'Let's Be' Package to Celebrate 30th Anniversary

[Asia Economy Reporter Seungjin Lee] Lotte Chilsung Beverage announced on the 15th that it will produce a limited edition retro package of the canned coffee "Let's Be," which was launched in 1991 and is celebrating its 30th anniversary this year.

The Let's Be retro package was planned to share the brand's tradition over the past 30 years with consumers and to add a sense of intimacy. It was designed with a retro concept to evoke memories and emotions of the 1990s when Let's Be was first launched.

The Let's Be retro package, produced in limited quantities until the first half of this year, features an emblem design commemorating the 30th anniversary and a logo symbolizing the launch year 1991, emphasizing the brand's history and differentiating it from existing products. Lotte Chilsung Beverage explained that they aimed to approach consumers familiarly by maintaining the unique taste and aroma of Let's Be, which has grown into a national canned coffee with steady annual sales of 400 million units, as well as preserving the brand's blue color.

Let's Be is a shortened form of "Let's Be Together," meaning "Let's be together," conveying the message "When drinking canned coffee, let's drink Let's Be together." The phrase "I'm getting off here" from a commercial made in 1997 was a top catchphrase at the time and became the subject of numerous parodies.

In 2019, Lotte Chilsung Beverage launched condensed milk coffee and salt coffee under "Let's Be Asia Trip" to provide unique overseas coffee experiences, and last year, they introduced "Let's Be Grande," a large-sized product for generous enjoyment.

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