LOTTE Wellfood's art collaboration exhibition themed on 'Ghana Chocolate' is becoming a hit. According to the LOTTE Museum where the exhibition is held, the number of visitors to this exhibition over the past two months has been confirmed to be about 30% higher compared to the exhibition of works by domestic artists held in the same venue.
According to the industry on the 26th, LOTTE Wellfood is holding the exhibition 'Atelier Ghana: Since 1975 - Happiness Comes from Chocolate' at the LOTTE Museum in Jamsil, Songpa District, Seoul, from April 30 to this month 29.
In celebration of the 50th anniversary of the launch of Ghana Chocolate this year, five contemporary artists are creating and exhibiting artworks themed around chocolate. A space for experiencing the history and technology of Ghana Chocolate has also been prepared. It is known that LOTTE Wellfood and the LOTTE Museum have collaborated for over a year for this exhibition.
This exhibition, which was held as a paid event, recorded more success than expected. Goods featuring a dodo bird, inspired by the work of artist Kim Seon-woo depicting the journey of chasing cacao in the African jungle, sold out early.
An official from the LOTTE Cultural Foundation, which operates the LOTTE Museum, noted, 'Based on the average daily visitors, we attracted over 30% more visitors compared to previous domestic artist exhibitions,' and added, 'The theme of 'chocolate' was organized to allow family visitors with children to see the chocolate processing and taste it.'
The industry evaluates that LOTTE's strategy to strengthen Ghana as a premium brand has been successful. Since launching the campaign 'Ghana, Becoming a Dessert' in 2021, LOTTE has redefined Ghana as a premium brand. As chocolate consumption decreased, it attempted to upgrade itself. In 2022, it opened a pop-up store called 'Ghana Chocolate House' in Seongsu-dong, Seoul, attracting 20,000 visitors over six weeks. This pop-up store became a topic of discussion, holding a total of three events including subsequent ones in Busan and Seongsu-dong.
This time, on the occasion of the brand's 50th anniversary, it has approached 'art.' This also aligns with the aspirations of Shin Kyuk-ho, the founder of the LOTTE Group. It is well-known that he entrusted all authority to Max Brachs, the top chocolatier in Switzerland, in 1963, asking for 'the best work of art' to create and ultimately launched Ghana Chocolate in 1975. In fact, the founder's statement 'Please create not a product, but a work of art' is inscribed on the walls of the exhibition hall.
It is known that there is a strong affection for the Ghana brand at the group level. Shin Dong-bin, chairman of the LOTTE Group, is personally involved in managing the cacao farms that supply Ghana Chocolate.
According to the industry, due to climate anomalies and diseases, cacao harvests in West Africa have decreased, causing cacao bean prices to soar by 4 to 5 times. In response, Shin visited cacao farms in the Suhum region of Ghana last October to inspect the supply chain and requested the establishment of sustainable business capabilities. LOTTE aims to increase the usage of sustainably grown Ghanaian cacao to 30% this year and plans to ultimately achieve 100% incorporation.
According to the Korea Agro-Fisheries & Food Trade Corporation (aT) and Euromonitor, the domestic chocolate market, which had been declining since 2017, is experiencing annual growth rates in the 2% range as it upgraded following COVID-19. It is forecast that the market size will reach 704.6 billion won by 2026. The annual sales of the Ghana brand are reported to be around 60 billion won.
An official from LOTTE Wellfood stated, 'Since Ghana is related to the founder's spirit, we approached it with art to celebrate its 50th anniversary,' and added, 'We plan to conclude the 50th anniversary marketing with this exhibition and will focus on various activities centered around the sustainability of Ghanaian cacao beans moving forward.'