[New Year's Address] LF CEO Kyu-Sik Oh: "Innovating Customer Experience... Leaping Forward as a Comprehensive Future Lifestyle Company"

Fashion Business Must Compete in Brand Power Beyond Scale
"We Must Achieve Results Chosen by Customers"

On January 5, Vice Chairman and CEO Kyu-Sik Oh emphasized, "Let us leap forward as a comprehensive future lifestyle company through new customer experiences and innovation."

During the New Year's kick-off ceremony held that morning, CEO Oh stated, "We must accelerate the 'brand-centric management' and 'global market expansion' strategies we have pursued so far, and ultimately evolve into a brand chosen by customers."

Kyu-Sik Oh, Vice Chairman and CEO of LF.

He stressed that, in the fashion business, the focus should shift from competing in terms of scale to competing in 'brand power.' He said, "We will realize innovative brand value that exceeds customer expectations and accelerate the global expansion of brands such as Hazzys and Dunstan, which have already proven their potential in overseas markets."

In the beauty business, he expressed his intention to nurture Athe Beauty as a future growth axis by focusing on overseas markets beyond the domestic market.

Regarding the food business, he emphasized the need to maximize integrated synergy by vertically integrating manufacturing capabilities for each category through mergers and acquisitions (M&A). CEO Oh said, "We must develop high value-added killer products, specialize products by category, expand new exclusive business rights for famous overseas brands, and accelerate strategies for overseas market entry, ultimately growing into a food material distribution specialist based on our own private brands (PB)."

For the real estate finance business, he noted the necessity of expanding assets under management (AUM) and upgrading both domestic and overseas portfolios. He explained, "We need to expand from an office and logistics-centered structure to include data centers as a core growth sector, secure strategic overseas partners, and accelerate entry into overseas real estate markets."

In addition, across all business areas, the company plans to diversify related businesses and seek new growth momentum through M&A. It also intends to take the lead in introducing digital technology innovation and artificial intelligence (AI) across its operations.

CEO Oh added, "Amid deepening uncertainty in domestic and global economic conditions, competition is intensifying and customer expectations are rising. Let all employees proactively respond to change with creativity, autonomy, and a spirit of innovation, and achieve results that are truly representative of LF and chosen by our customers."