Lotte Unveils New Brand Slogan "Leading Innovation, Becoming a Future-Oriented Company"

Lotte, New Brand Slogan Advertising Campaign.

On the 29th, Lotte announced that it will lead change and innovation with its new brand slogan.

In July, Lotte unveiled a new brand slogan reflecting future value, "Renew Today, Benefit Tomorrow," at the '2021 Second Half VCM (Value Creation Meeting).' The slogan embodies the intention to transform into a future-oriented company that leads change and innovation in step with the evolving times.

On the 18th, Lotte also launched an advertising campaign for the new brand slogan. This campaign sensibly expresses key business areas that will drive Lotte's future, including ▲next-generation future food and grocery research ▲development of smart shopping platforms ▲establishment of an eco-friendly hydrogen ecosystem ▲provision of IT-based hotel solutions, presenting Lotte's direction as a future-oriented group leading innovation and change.

Earlier in June, Lotte established a brand management organization under the Communications Office of Lotte Holdings. Brand-related tasks previously handled by three organizations including Lotte Holdings and Business Units (BU) are now integrated and managed by the Brand Management Task Force (TF). The Brand Management TF shares major brand policies through regular meetings with the 'Brand Council,' composed of brand-related task leaders from BUs and affiliates, and is enhancing brand strategy and policy management by developing integrated brand indicators.

Recently, Lotte Holdings set up a Design Management Center and appointed President Bae Sang-min, a former KAIST Industrial Design professor, as its inaugural head. The company expects President Bae to accelerate innovation not only in product and service design but also in strengthening a creative organizational culture and overall corporate innovation.

To actively secure new growth engines, Lotte has also organized dedicated teams for new business initiatives. In August, Lotte Holdings established Healthcare and Bio teams under the ESG (Environment, Social, Governance) Management Innovation Office. The Healthcare team plans to focus on the rapidly growing digital healthcare and senior markets to discover business opportunities, while the Bio team is exploring various options such as acquiring existing buyer companies and establishing joint ventures with pharmaceutical firms to seek business opportunities in the bio industry.

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