Lotte Mart and Lotte Super announced Thursday the exclusive launch of a special edition Orion Goraebap product developed in collaboration with Orion and the city of Ulsan.
The product is the third collaboration under a regional co-prosperity project the retailers have pursued since last year. Following earlier editions tied to Busan and Gangwon Province, this installment draws on the Bangucheon petroglyphs — a UNESCO World Heritage site representing Ulsan.
The Bangucheon petroglyphs are a prehistoric site carved with scenes of whale hunting as well as depictions of deer, tigers and other animals and humans. The site was inscribed on the UNESCO World Heritage List in July last year.
The packaging applies petroglyph-inspired illustrations, drawing on the shared whale motif found in both the ancient carvings and Orion's popular snack Goraebap. The brand's character "Radu" has also been redesigned with a prehistoric concept. The packaging includes activity content using petroglyph patterns and a QR code linking to cultural heritage information.
Special themed displays at Lotte Mart's Ulsan and Gwangbok branches will run through July 29. During the 48th UNESCO World Heritage Committee session in Busan, the retailers will set up a promotional booth and distribute complimentary Goraebap snacks to visitors.
"We will continue to offer differentiated products that capture the unique culture of each region in partnership with local governments and manufacturers," said Lee Hwa-seok, a merchandise planner on Lotte Mart and Lotte Super's snack and beverage team.
siuu@heraldcorp.com
