"Beyond Prejudice, Benefiting Everyone's Tomorrow" Lotte YouTube Surpasses 1.2 Million Cumulative Views

Osaenae expressed through sign language choreography by deaf dancers.

[Asia Economy Reporter Jeon Jinyoung] Lotte Group's slogan "Renew Today, Benefit Tomorrow" digital advertisement surpassed 1.2 million cumulative views on YouTube just four days after its release. According to Lotte on the 15th, the company featured 15 models with disabilities from various professions in the advertisement released on the 11th, showcasing them exerting beneficial influence on par with non-disabled individuals.

The advertisement stars dancer Kim Hongin (hearing impaired), who participated in Boy24, athlete Yoo Byunghoon (physical disability), who competed in the 2020 Tokyo Paralympics, dancer Kim Yongwoo (physical disability) and ballerina Go Ara (hearing impaired), who performed at the opening and closing ceremonies of the 2018 Pyeongchang Paralympics.

In this advertisement, Lotte retained the catchy melody of its existing CM song that had gained popularity, while making experimental attempts rarely seen in typical commercials to newly convey the group’s slogan. The slogan was expressed through sign language choreography in the audiovisual advertisement. This allowed hearing-impaired individuals to enjoy Lotte’s slogan together, presenting a "barrier-free" approach that bridges cultural gaps between disabled and non-disabled people in corporate advertising.

Additionally, the ad naturally evokes empathy for hearing impairment by showing models silently preparing the stage during the first 20 seconds. As the CM song begins, the harmony created by disabled artists and athletes conveys Lotte’s message of respecting and embracing diverse values.

This digital advertisement is significant in expanding Lotte Group’s slogan "Renew Today, Benefit Tomorrow" combined with the company’s emphasis on "respect for diversity" into a customer-targeted empathy campaign. Under Chairman Shin Dongbin’s strong will, Lotte established the "Lotte Group Diversity Charter" in 2013 and has been striving not only institutionally?by expanding recruitment of female talents and people with disabilities and fostering foreign employees?but also within the organization to eliminate discrimination and cultivate a culture that respects individual diversity.

Going forward, Lotte plans to provide content expressing the value of diversity in new ways that resonate with the MZ generation (Millennials + Generation Z).

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