[Asia Economy Reporter Seungjin Lee] Lotte Department Store announced that it will select the store theme as 'Rejoice,' Lotte Department Store's social contribution program, until the 6th of next month.
The 'Rejoice' campaign is a program to improve awareness of women's depression that has been ongoing since December 2017. Considering that female employees account for more than 70% of all employees in the company and that female employees working at customer contact points experience emotional labor and have a high risk of depression, the program was started to prevent and raise awareness of this issue.
In particular, selecting the store theme as 'social contribution' is the first time since the company's founding in 1979, differentiating it from the usual practice of selecting specific themes to introduce new seasonal products to customers. For example, last year's first theme was 'Meet the Newness in Spring,' which involved marketing and events using products suitable for the new school semester.
Regarding this, a related Lotte Department Store official explained the reason for selecting this theme as "It is the will of a major domestic company to sincerely form empathy with customers and make it an issue to lead positive social change for patients suffering from the 'cold of the mind,' which anyone can experience but is difficult to overcome."
Meanwhile, the newly introduced 'Rejoice' will hold various customer participation events under the theme 'Please hold that heart tightly.' During the event period, a 'Heart Hold Photo Studio' will be operated at seven stores nationwide, including the main store, Jamsil, and Incheon Terminal, where customers can take pictures hugging family and friends.
Lotte Department Store will also provide goods that express sympathy and support for the Rejoice campaign. Until the 30th, customers who apply through the Lotte Department Store app will receive a 'Rejoice Paper Air Freshener' featuring illustrations by a world-renowned fashion illustrator.
When photos taken at the Heart Hold Photo Studio and the Rejoice paper air freshener are uploaded to personal social network services (SNS) with specific hashtags, a donation of 1,000 KRW per post will be made. This donation will be donated to an 'international relief NGO' or used for the 'Rejoice psychological counseling' project after the event ends.
Hwang Beom-seok, head of Lotte Department Store's business division, said, "We will continue to present activities that the world can empathize with so that many customers can participate not only in improving awareness of depression but also in the true meaning of the Rejoice campaign."
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