Lotte Group Chairman Shin Dong-bin has announced a new strategic initiative to position Pepero as a global megabrand with the goal of reaching annual sales of 1 trillion won. During a recent business trip to Europe, Shin visited Lotte's food production facilities in Belgium and Poland to assess operations and explore ways to enhance global competitiveness through collaboration between Korean and Japanese Lotte food companies. Following the inspection, he led the One Lotte Strategy Meeting in Warsaw, where management heads from both countries discussed practical cooperation strategies to establish a sustainable global presence and develop mega-brands with over 1 trillion won in international sales. The meeting focused on elevating Pepero into a global megabrand, with plans to expand in existing markets like Vietnam and India, explore new markets, and support joint sourcing and marketing efforts. Both Korean and Japanese branches agreed to market products under a unified Lotte brand overseas, streamline the global distribution network, and collaborate on testing new products before official launch. Additionally, Shin's trip included visits to the Guylian plant in Belgium and the Bethel plant in Poland, as well as a meeting with architect and designer Thomas Heatherwick in London to discuss contemporary architectural design trends and strategies.