Chairman Shin Dongbin Attends Lotte Design Strategy Conference...Explores Brand Direction

Held Under the Theme of "Brand Continuum"
Attended by Over 50 Affiliate CEOs and Design Executives
Showcased Innovation Booths Featuring Design IP Value-Up and Lotte Signature Scent Development

Lotte announced on December 14 that it held the 2025 Lotte Design Strategy Conference at Lotte World Tower on December 12 to explore the future direction of the company's brand and design.

Approximately 50 participants attended the conference, including Lotte Chairman Shin Dongbin, the CEO and directors of Lotte Holdings, affiliate CEOs, and design executives. This was the second time the Design Strategy Conference has been held, following last year's inaugural event.

Shin Dongbin, Chairman of Lotte (right), and Lee Dontae, Head of Design at Lotte Holdings (second from right), are examining an exhibition booth showcasing Lotte's design strategy and innovation cases. Provided by Lotte

This year, the conference was themed "Brand Continuum." Lee Dontae, Head of Design, presented the core values and long-term direction that the Lotte brand should maintain amid a changing future environment. Discussions also took place on the key initiative of "Shifting Brand Strategy Perspective: From Supplier-Centric to Customer-Centric." In addition, the conference established concrete goals to enhance brand trust by strengthening the competitiveness of core products and services and improving tangible customer experiences.

The venue also featured an exhibition booth showcasing design strategies and innovation cases. Highlights included the advanced "Group CI Guideline 2.0," tailored to digital transformation and the characteristics of each business sector; the "Design IP Value-Up Strategy," which aims to increase and strengthen the use of Lotte's intellectual property and heritage assets such as the Sun Mark, formerly the symbol of Lotte Wellfood; and the "Lotte Signature Scent Development," inspired by the group's heritage.

A Lotte representative stated, "The Design Strategy Conference is a forum for discussing ways to enhance Lotte's brand competitiveness and customer experience," adding, "We will continue to strengthen an integrated brand experience at the group level by consolidating the design capabilities of our affiliates."