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At the time, the Japanese chewing gum market was dominated by 'Harris', the leader in flat gum. In response, Shin Kyuk-ho entered the bubble gum market, which was his main market, and caught up with Harris in 1953. By the 1960s, he actively utilized promotional media such as the Miss Lotte pageant (1953) and TV advertisements to increase his market share in the Japanese gum market to 70%. raised The reason why the game was decided was that it secured American Wrigley and natural chicle at a 50:50 ratio. Furthermore, in 1962, after scouting Max Brack, a Swiss chocolate artisan, he started developing chocolate, introduced 'Ghana Chocolate' in 1964, candy in 1969, and ice cream in 1972, respectively. Furthermore, it focused on establishing affiliates such as Lotte Ad, Lotte Real Estate, Family, and Lotteria.
2.2. Coming to Korea[edit]
After liberation in 1945, Koreans' accumulated anti-Japanese sentiment and President Rhee Syng-man's anti-Japanese tendencies kept Korea and Japan in a state of severance of exchanges. In 1965, diplomatic relations between Korea and Japan were normalized after 20 years. At the time, President Park Chung-hee encouraged Shin Gyeok-ho, who had succeeded in starting a confectionery business in Japan, to invest in his home country because the government would provide support in accordance with the Foreign Capital Inducement Act. Accordingly, Chairman Shin decided to expand the business to his home country, and in April 1967, he established 'Lotte Confectionery' in Galwol-dong, Yongsan-gu, Seoul. Shin Gyeok-ho himself served as the president, and Yoo Chang-soon, former deputy prime minister for economy, was appointed chairman. The following year, in 1968, it opened a branch office in Geoje-dong, Busan for the second time to expand its business. Lotte Confectionery grew rapidly in the Korean confectionery market, which was dominated by Haitai Confectionery, Crown Confectionery, and Dongyang Confectionery at the time, based on management know-how that had already been successful in Japan. In 1970, Dongbang Aluminum was acquired for the production of silver foil for packing chewing gum and snacks, and the name was changed to 'Lotte Aluminum Co., Ltd.'.

Up until this point, Lotte was not a conglomerate in Japan or Korea, but rather a chewing gum or snack company. The reason why Lotte, which almost ended up being a confectionery company like this, changed because of an unexpected incident. In 1970, as a result of a massive crackdown on illegal food by the Seoul Metropolitan Government, iron powder was detected in chewing gum at Lotte Confectionery. Unexpectedly, this served as an opportunity for Lotte to rapidly grow in Korea and rise to the ranks of conglomerates and conglomerates. At that time, there were no luxury hotels in Seoul, so there was no suitable place for state guests to stay when they visited Korea. In response, President Park Chung-hee thought that a luxury hotel should be built in Seoul even for national prestige. At this time, when iron powder was detected at Lotte Confectionery, President Park Chung-hee decided to use this as an excuse to build a hotel using chairman Gyeok-ho Shin, who was living in Japan. On November 13, 1970, the government ordered Lotte Confectionery to suspend manufacturing for three months, and on the same day, President Park Chung-hee summoned Shin Gyeok-ho, who was staying in Tokyo, to the Blue House and promised that if he would build a hotel in Seoul and run the hotel business, Lotte Confectionery's suspension would be resolved. that was suggested Professor Son Jeong-mok, who was in charge of the city planning bureau at the time, records this day as 'the day when the birth of Lotte Chaebol was decided'.