Activities in Jeju and Yangyang, Regions Affected by Marine Debris Issues
Planned to Align with MZ Generation's 'Plogging' Cultural Trend
Supporting 'Beachcombing' Activities through 'Reals Market' Operation
Points Awarded for Eco-Friendly Goods Exchange Based on Beachcombing Amount
[Asia Economy Reporter Yuri Kim] Lotte Department Store is taking direct action by heading to the beach for environmental cleanup activities.
On the 4th, Lotte Department Store announced that it will launch the "Beachcombing Project," which involves visiting summer vacation beaches to conduct environmental cleanup activities. Beachcombing refers to the act of collecting driftwood, debris, and trash washed ashore, likened to combing, and is an eco-friendly protection activity involving picking up trash on the beach.
In June, Lotte Department Store launched the environmental campaign "RE:EARTH" under the slogan "Renew the Earth Again," and has been actively engaging in ESG (Environmental, Social, and Governance) activities. The RE:EARTH campaign is designed for customers to participate together and enjoy ESG activities.
On the 6th and 7th, Lotte Department Store will visit Woljeong-ri Beach in Jeju, where trash issues arise due to the surge of summer visitors. On the 13th and 14th, they will visit Junggwangjeong Beach (Surf Beach) in Yangyang, Gangwon Province. They will operate the Beachcombing booth called RE:EARTH MARKET and support customers' beachcombing activities. Lotte Department Store explained that this program was planned based on the recent trend among the MZ generation (Millennials + Generation Z), who value eco-friendliness and health, enjoying related consumption known as "Meaning Out," and the lifestyle culture of "plogging," which combines walking or jogging with environmental cleanup activities.
The RE:EARTH MARKET installed at each beach will operate a "Kit Booth," a "Point Booth," and a "RE:EARTH Truck." At the Kit Booth, visitors can rent plogging tools such as bags, gloves, and tongs needed for beachcombing. Four hundred customers who pre-register will receive a "RE:EARTH Plogging Kit," which includes a hat, biodegradable bags, gloves, and tongs necessary for plogging. Additionally, the first 2,000 visitors on-site will receive a RE:EARTH bag made from eco-friendly materials, which can be used lightly during outdoor activities. Customers can carry out beachcombing activities using the tools rented at the Kit Booth.
The Point Booth is a place where customers who complete beachcombing receive points that can be used at the RE:EARTH MARKET. Points are awarded based on the amount of trash collected and participation in SNS certification events. The points vary depending on the number of trash bags and event participation. At the RE:EARTH Truck, points received at the Point Booth can be exchanged for zero-waste products. Well-known eco-friendly brands such as Dr. Noah, Dear Earth, Donggubat, and TON28 are participating, offering about 20 items including bamboo toothbrushes, travel kits, and organic sunscreen.
Various events will also be held on-site for customers participating in beachcombing. At Woljeong-ri in Jeju, eco-friendly classes will be available. On August 6th, a "Sea Glass Frame Making" class and on the 7th, a "Tangerine Shampoo Bar Making" class will be held, each limited to the first 15 participants. There will also be various events including a busking performance by singer SOLE.
The "RE:EARTH Challenge," which can be participated in daily life, will also be conducted. From August 11th to September 12th, customers who certify their plogging and eco-friendly activities in their neighborhood or travel destinations on their SNS with the required hashtags will be entered into a draw to win prizes. Ten celebrities will participate as ambassadors for the RE:EARTH Challenge. They will be revealed on the 11th on Lotte Department Store’s official YouTube channel.
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