Recently, a photo posted online caught the attention of many because of its rather unusual but offensive message.
It’s a good thing, however, that Lotte department store in Jeonju explained its side of the story. What the sign was intended to read was “Beach,” not “Bitch.”
“For Lotte to use the worst kind of language in the artistic city of Jeonju makes me distressful of them,” said one Internet user.
Another Web user commented, “When foreigners see that banner, they will get a bad image of Korea and make it a topic overseas. I can’t believe this kind of thing happened in a big company like Lotte.”
A Lotte representative stated that the banner itself was not used at the official event, but was there during the set-up process. The company is also now in communication with the ad agency that produced the banner, and with its store in Jeonju as well.
The misunderstanding was cleared, but with Lotte being one of the largest store chains in Korea, this misstep will definitely not break away from the public’s eye anytime soon.