Romoms diapers from Daddy for Bebe, which started as Lotte Group's first in-house venture, are rapidly expanding their footprint in the Vietnam market with support from Lotte Homeshopping.
According to Lotte Homeshopping on the 23rd, Romoms diapers began when CEO Jeon Young-seok set out to solve inconveniences felt during childcare.
Focusing on the hassle of having to fully take off a child's pants at every diaper change, the company began development to implement a more convenient structure. Although it initially struggled to satisfy both functionality and comfort, it has now succeeded in differentiating the product by completing a "holding banding type" structure.
The idea won the grand prize at Lotte Group's in-house venture contest in 2016, recognizing its business potential. It then secured about 1.8 billion won in investment, leading to full-scale commercialization. The product combines the advantages of band and pant styles, allowing changes without fully removing the pants.
Recently, the lineup has expanded from patent-based diapers to general lines. Including "Premium" diapers with pure cotton and shea butter essence and "All Day," which emphasizes breathability, the lineup has grown to five types, such as summer, nighttime, and water-play options tailored to seasons and use cases.
The company said, "After turning profitable in 2023, we have maintained an average annual sales growth rate of 50% over the past three years."
Lotte Homeshopping's systematic support also played a major role in overseas expansion. Since entering the Vietnam market in earnest last year, it has provided comprehensive assistance, from export certification support to discovering local distribution partners and building collaboration frameworks. As a result, Romoms diapers have secured about 100 sales outlets centered on Hanoi and Ho Chi Minh City.
On the marketing side, live commerce conducted in collaboration with local influencers (KOLs) quickly expanded brand awareness, and a broadcast incorporating Lotte Homeshopping's programming expertise drew up to 2,000 concurrent viewers.
Jeon Young-seok, CEO of Daddy for Bebe, said, "An idea that started from inconveniences felt during childcare grew into a business through Lotte's in-house venture program and support from Lotte Homeshopping," adding, "From product development to distribution and marketing, comprehensive support enabled us to lay the groundwork for entry into the Vietnam market based on domestic results."
Lee Sang-yong, head of growth business at Lotte Homeshopping, said, "We are continuing support across all processes—including exports, distribution networks, and marketing—so that 'Romoms diapers,' which began as a Lotte in-house venture, can settle stably in the Vietnam market," adding, "We plan to continue expanding support to strengthen the global competitiveness of domestic brands."