On the 22nd, in line with the opening of the professional baseball season, the distribution industry has launched various marketing campaigns to capture the hearts of baseball fans. However, among the 10 teams, only Lotte has been notably absent from related marketing, leading to complaints from Lotte Giants fans.
According to industry sources on the 25th, SPC Samlip collaborated with the Korea Baseball Organization (KBO) to launch 'KBO bread' featuring mascots and logos from 9 teams on the 20th. This KBO bread created a sensation, selling 1 million bags within just 3 days of its release.
Inside the bread bags are 'Tibuseal' stickers featuring the team’s representative players and mascots, appealing to fans’ desire to collect them and garnering enthusiastic responses. There are a total of 10 professional baseball teams. This promotion involved all teams except for the Lotte Giants.
The reason Lotte did not participate in KBO bread is that its affiliate, LOTTE Wellfood, is in the baking business. SPC Samlip, the manufacturer of KBO bread, reportedly requested cooperation from Lotte through the KBO, but Lotte declined.
Previously, Lotte was also absent from the 'Homerun Ball' promotion introduced by Haitai Confectionery in 2023 and last year. The Homerun Ball is a snack that is particularly popular at baseball games. At that time, the Lotte Group did not participate in the limited edition of the Homerun Ball, citing LOTTE Wellfood's status as a competitor to Haitai Confectionery.
A Haitai Confectionery official stated, "We are conducting this under a contract with the KBO, and the KBO inquired with each team, but the Lotte Giants decided not to participate."
This pattern of Lotte Giants being excluded continues with various KBO collaboration products, such as Woongjin's 'Haneulbori' KBO edition this year and last year's Samsung Everland 'Red Panda' team dolls.
The reason Lotte is excluded not only from KBO bread but also from other collaborative products is related to the businesses of its affiliates. In the case of Haneulbori, it overlaps with the beverage business of LOTTE Chilsung Beverage. LOTTE Chilsung Beverage currently operates a brand called 'Thehada Barley Tea.'
Samsung Everland, which created the Everland dolls, competes with Lotte World, dividing the domestic theme park market.
Lotte also did not participate in the theater live broadcast agreement with the KBO. The KBO signed an exclusive live broadcast agreement with CJ CGV for the 2025-2026 league games ahead of this year's season opening.
However, the Lotte Giants were also excluded here. The live broadcast schedule for the opening matches on the 22nd and 23rd included all games except for the Lotte-LG match. Industry insiders speculate that Lotte's absence is due to the fact that CGV is a competitor to Lotte Cinema.
The Lotte Giants are undoubtedly one of the most popular teams among the 10 professional baseball teams. As a historic founding team that has been present since the inception of professional baseball in 1982, it has maintained its identity with its home base, parent group, and team name unchanged for 43 years.
However, as Lotte fans have been excluded from various promotions for several years, dissatisfaction is also emerging among Lotte fans. In online baseball communities and social media, voices like "It feels like our team is being marginalized" have been heard. While it might seem justifiable to avoid participating in competitors' businesses, fans may feel hurt.
In particular, as LOTTE affiliates refuse to engage in such collaborations without offering alternative products, fans' complaints are growing louder. One Lotte fan said, "While I understand the nature of the Lotte Group having many affiliates, it is a problem if fans are excluded from all promotions." Another fan commented, "If they are not going to participate in collaborations, LOTTE Wellfood or LOTTE Chilsung should independently launch baseball-related promotions."
Some argue that Lotte’s independent actions could harm its corporate image.
Kim So-hyung, a consultant at Davis & Company, noted, "In professional sports, the fan experience should continue outside the stadium, and decisions that compromise fan belonging for corporate profit will negatively impact brand value in the long run. Lotte has more restrictions on collaborations than other teams, but it should develop alternative promotions for fans, considering the competitive relationships among its affiliates."