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Creating Social Value

LOTTE is expanding its social welfare infrastructure to make the world a better place, and implementing
various aid and support programs to help the socially vulnerable.

LOTTE conducts many campaigns to provide people with opportunities
to participate in community services.

Super Blue CampaignCampaigning to combat prejudice against the disabled

Super Blue Campaign
  • LOTTE kicked off its “Super Blue Campaign” in 2014
    to combat prejudice against the disabled.
    The campaign uses cobalt blue shoelaces as its symbol;
    the color represents hope and the act of tying
    one’s own shoes represents independence.

  • The campaign encourages people to wear blue shoelaces to express their support for the disabled and pass along the spirit of independence, sharing and consideration. In addition, in cooperation with Special Olympics Korea, LOTTE has held the “Super Blue Marathon Competition” since 2015. In 2019, more than 9,000 people across the country, including people with disabilities, participated in the Super Blue Campaign, expanding its status as a public marathon event. With the increasing number of disabled participants, the competition has become a sports festival where both able-bodied and disabled people can enjoy.

  • To celebrate this festive competition, 7-Eleven opens to the public free Seven Café,
    where visitors can enjoy snacks and drinks provided by LOTTE Confectionery
    and LOTTE Chilsung Beverage.
    LOTTE Group will continue its efforts to create a society without prejudice against the disabled,
    and asks for your continued attention and support.

Mind Heat 37℃ CampaignFundraising campaign to support heating expenses for the children of the socially neglected

37℃ Heart Campaign
  • While your normal body temperature is 36.5℃,
    the temperature of your heart may rise to 37℃ when you
    do something good. Inspired by this imaginative concept,
    LOTTE and the Salvation Army have conducted
    the Mind Heat 37℃ Campaign together since the winter of 2014
    in order to support heating expenses for the underprivileged.

  • Every December, we gift red muffler knitting kits to those who participate in the donation program for heating expenses via the LOTTE World Tower, LOTTE Mall, and Salvation Army Christmas Kettle websites. Through the campaign, LOTTE is supporting heating expenses for 700 children's welfare facilities, regional childcare centers, and households where grandparents raise their grandchildren.

  • Donators can make mufflers with the kits and give them
    to neighbors or others in need. This enables them to donate twice when they
    participate in the Mind Heat 37℃ Campaign.

LOTTE Home Shopping, Sharing Relay - Angel DayThe Sharing Relay Campaign, donating where employees choose

LOTTE Home Shopping, Sharing Relay - Angel Day
  • Designed to encourage voluntary participation in corporate social responsibility (CSR) activities, the Sharing Relay of LOTTE Home Shopping lets its employees determine whom and how to help. The third Saturday of every month is designated as "Angel Day" and 1,004 won per order for TV home shopping is accumulated as a donation. About 1.72 million customers participated in the sharing relay broadcast, which began in 2014, raising a total of 2.1 billion won, and the funds are used to support the underprivileged, local communities, and social enterprises.

LOTTE Members, Little Miracle Changing the World'Point Publisher’

  • 롯데멤버스, 세상을 바꾸는 작은 기적

    Point Publisher, LOTTE Members’ corporate social responsibility campaign to publish fairy tales books in braille for blind children The Point Publisher campaign is a CSV (Creating Shared Value) activity in which L.POINT members produce and donate Braille books for blind people with donated points. By 2020, a cumulative 480 million won worth of books and 17,000 books were delivered to special schools and Korean Braille libraries nationwide.

  • 롯데멤버스, 세상을 바꾸는 작은 기적

    LOTTE Members encourages donations in many creative ways by connecting point donations with various cultural events, such as “Big Pleasure,” so that donators benefit from premium cultural contents.