Lotte Group Strengthens Its Brand Identity Ahead of 60th Anniversary, Discusses Design Strategy

[Financial News] Lotte Group is moving to strengthen its brand identity and design strategy ahead of the group's 60th anniversary next year.
According to industry sources on the 10th, Lotte Group held the 2026 Lotte Design Strategy Meeting at Lotte World Tower in Songpa-gu, Seoul, that day to discuss the group's brand identity and future design strategy. About 50 people attended the third annual meeting, including Lotte Group Chairman Shin Dong-bin, Lotte Corporation's CEO and division heads, and the heads of major affiliates.
This year's meeting was held under the theme 'Imagine the Unimagined.' Ahead of the group's 60th anniversary next year, Lotte Group focused on discussing ways to inherit and develop the brand philosophy it has built over the years, as well as establishing a design process to lead the group in the future.
The group also shared a strategy for pursuing design innovation by incorporating artificial intelligence (AI) technology into its brand values. To this end, Lotte Group plans to develop an internal design platform called the 'Lotte AI Design Studio.' The platform will reflect the group's management, brand and design philosophies in AI's generation and verification processes, enabling it to produce results that embody Lotte Group's unique identity.
The meeting venue also featured an exhibition highlighting major brands and businesses since the founding of Lotte Group, along with booths showcasing innovative development processes that rapidly turn customer-focused ideas into products.
The results of AI projects conducted by the 'Creative Board,' a group of Lotte Group's young designers, were also unveiled. Notable examples included the 'Roty Rori Robot's Lotte World Guide Service' and an 'augmented reality (AR)-based navigation service.'
A Lotte Group official said, "At this year's design strategy meeting, we focused on discussing the direction needed to look back on Lotte Group's 60-year history from a brand and design perspective and prepare for the next 60 years." The official added, "We will inherit and develop Lotte's unique heritage and continue strengthening the qualities that make Lotte distinctly Lotte."
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