Anti-Japan Backlash at Lotte
One famous feud in the early 2000s for control of Hyundai
ended only when the aging founder, Chung Ju-yong, died in 2001, and the
conglomerate was split three ways.
The current family feud to succeed Shin Kyuk-ho, 92, as head
of the Lotte Corp. pitting the two younger sons of Shin, both in their 60s, played
out this summer in the familiar pattern – with one important difference.
Lotte is not really a Korean Company; it is Japanese.
So it is not surprising that the family came to a climax
week at the offices of the Lotte Holding’s headquarters in Tokyo, this being
the umbrella group of the $97 billion Lotte empire.
The struggle of brothers started when Shin’s older son Shin
Dong-joo flew unexpectedly to Tokyo bent on dismissing the younger son, Shin
Dong-bin (who is known in Japan as Akio Shigamitsu), and his closest aides.
The younger son fended off the attack at a board meeting, confirmed
himself as CEO and Chairman and pushed the founding father upstairs to becoming
the Honorary Chairman.
Lotte’s founder (known in Japan as Takeo Shigamitsu) was
born in Korea during the Japanese colonial rule (1910-1945) but moved to Japan
before the war’s end. After the surrender, he got his start in business by selling
chewing gum on the streets of Tokyo.
In 1948 he founded the Lotte Confectionary Company to retail,
gum, chocolates and other candy. The young Shigamitsu named his company Lotte
from the character of Charlotte in the German novel Sorrows of Werther, which the founder admired.
He married a Japanese, and his two sons were born in Japan. Although
they were raised as Japanese, they were actually Korean citizens under Japan’s
strict immigration laws.
After Japan and South Korea normalized relations in 1965, Lotte
began selling and investing in Korea. It now earns more from its Korean
enterprises than those in Japan by a factor of more then ten.
In Seoul today the largest supermarkets and department
stores are Lotte stores. Koreans buy their groceries, liquor and snacks by
swiping a Lotte credit card. Many live in Lotte-built high-rise buildings and
watch Lotte movies
Lotte owns professional baseball teams in Chiba, near Tokyo,
and Busan in South Korea. In Japan and Korea, baseball teams, sporting the
company name, are major public relations tools.
Aside from supermarkets and department stores, Lotte is
building the Lotte Tower, which, when all 123 stories are completed by the end
of next year, will be Korea’s highest super skyscraper and the sixth-tallest building
in the world.
But these are difficult times for Lotte aside from the
family squabble. It is a chaebol at
time when chaebols are unpopular in
Korea. It is a quasi Japanese company at a time when relations between the two
countries are seriously strained.
Dismantling the chaebols
and breathing new life into the economy
excessively dependent on the Hyundais and Samsungs has been a campaign issue in
every recent presidential election including the 2012 contest won by Park
Geun-hye.
However her credentials as a reformer of the chaebol is undermined by the fact that
it was her father, the former dictator Park Chung-he, who literally invented
them and made them the foundation for Korea’ remarkable economic engine.
Sensing that Lotte is vulnerable, some consumer activists
are supporting a boycott of Lotte products to publicize how small businesses
have been hurt by the large retail chains.
For all their trials, the scions of the other major Korean
conglomerates have not had to defend their origins in a neighboring country or their
considerable ties to Japan at time when relations are under serious strain.
Relations have been roiled by the continuing controversy
over the “comfort women”, Koreans conscripted into Imperial Army brothels, and
use of Korean forced labor during the war, among other irritants.
Lotte got in trouble with Koreans when it chose world-class
Japanese figure skater Mao Asada as a major sponsor for Lotte products in both
countries. It would have been wiser to have hired Korea’s much loved Olympic
gold medal skater Kim Yuna, at least in Korea.
It was an example of how culturally tone deaf the Lotte
management can be. As the feud spilled into the public domain, the competing
brothers found themselves on television answering questions from Korean
journalists in Japanese or heavily accented Korean.
Public opinion in Korea turned strongly against the
conglomerate after the televised appearances of the battling brothers. “The
negative image of the conglomerate is fast-spreading,” asserted the
English-language Korea Herald.
Lotte’s management has taken some steps to assuage Korean
public opinion, including erecting a gigantic South Korean flag on top of the
Lotte super skyscraper in downtown Seoul.
It is also taking a closer look at its stock market
shareholder structure, with the idea of reducing the number of Japanese
shareholders. Presently, the bulk of the
shares are kept in the family.