LOTTE Group said on the 14th that it held the "2025 LOTTE design strategy meeting" (hereinafter design strategy meeting) at LOTTE World Tower on the 12th.
The design strategy meeting is a group-level meeting to review the present of LOTTE's brand and design and discuss the direction forward, and it was held for the second time following last year. About 50 people attended this year's meeting, including Chairman Shin Dong-bin, the LOTTE Corporation CEO and Deputy Minister, affiliate CEOs, and design executives.
This year, under the theme "Brand continuum," Design Head Lee Don-tae presented the core values and long-term direction that the LOTTE brand must maintain amid a changing future environment. The discussion also covered the core execution task presented as "a shift in brand strategy perspective: from supplier-centered to customer-centered." A concrete goal was also drawn up to strengthen the competitiveness of core products and services and raise brand trust by improving tangible experiences that customers can feel.
An exhibition booth was set up in the venue to introduce design strategies and innovation cases. It showcased "Group CI guidelines 2.0," advanced to fit changes in the digital environment and the characteristics of each business line; the "design IP value-up strategy" to increase and strengthen the use of design IP based on LOTTE's IP (intellectual property) and heritage asset, such as the sun mark that was formerly the LOTTE Wellfood symbol; and the case of "developing LOTTE signature scent" inspired by group heritage.
A LOTTE official said, "The design strategy meeting is a forum to discuss raising LOTTE's brand competitiveness and the level of customer experience," adding, "We will continue to strengthen an integrated brand experience at the group level by bringing together affiliates' design capabilities."