Principle of Lotte

We shall pursue the quality and service which our competitors can never imitate, and shall always make utmost efforts to
this end. The quality and completeness of products and services to be used by customers shall be our most important
value. Through our products and services, we shall build and maintain the trust that Lotte is reliable. This is our mission
and the purpose of our existence; to create an affluent society.

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Action Plan

• Make utmost efforts in order for our products and services to be customers’ first choice.
• Always pursue the highest level of satisfaction for a price that our competitors can never imitate.
• Make customers trust and use the products and services only with the brand name of Lotte.
  To this end, strictly comply with all policies and procedures regarding safety, hygiene and quality at every moment.
• Accurately identify the rapidly changing demands of customers, and be committed to meeting the expectation of
  customers by, for example, quickly responding to the reasonable complaints and requirements of customers.
• Pursuing short-term profits or concealing products’ defects is an unconscientious act. Specifically,
  report and correct problems regarding the hygiene and safety or quality of products promptly.
• Always check if products or components supplied by our partners comply with the standards and
  safety regulations of the company. Since even a minor component could largely affect the whole product,
  components or materials not meeting the standards or with defects shall be strictly excluded.
• Domestic and foreign laws related to the safety of products are the minimum standards
  that we must basically comply with. In order to respond to safety problems which could occur later,
  establish and follow stricter inhouse standards and safety criteria.

Principle of Lotte

We shall provide only honest and truthful information in order to create the right customer values. We shall keep in mind
that providing customers with false or exaggerated information for short-term sales growth or profits would in one
moment, destroy customers’ trust which our colleagues have built with their best efforts. We shall actively disclose any
information which may significantly affect our customers, even if it is disadvantageous to us.

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Action Plan

• Those who are responsible for the marketing of products and services and communication with customers
  shall be well aware of in advance and comply with the related laws and company regulations.
• In the event of producing PR material, check if inaccurate information is included.
• hen using PR material produced by external agencies, thoroughly check if there are any factual errors or
  violations of intellectual property rights.
• Refrain from the marketing plan indiscriminately criticizing competitors’ products based on information
  which is distorted and not objective. Pay particular attention when mentioning competitors’ products in
  order not to violate the Fair-Trade Acts, etc.
• Refrain from using vague or exaggerated wording when producing marketing material,
  and use words with clear meanings.
• When the information about a product and service changes, inform the related division of such change to
  ensure that the product information is accurately reflected in the related material.

Principle of Lotte

The damage done by the leakage of the company’s confidential information is to be borne by our company, but the
damage caused by the leakage of customer information is directly passed on to our customers who are trusting us.
Therefore, our company handles and manages customer information at the level beyond our company’s confidentiality.
We shall set the internal standards regarding customer information protection above legal standards and shall collect
and manage customer information in accordance with such standards.

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Action Plan

• The principles of customer information protection are applied to all information which can identify individuals.
  Treat such information as the subject of first priority protection.
• Limit the access to customers’ personal information to ensure that only executives and employees involved in the applicable
  work are allowed to browse it.
• The act of collecting customers’ personal information indiscriminately may be the subject of punishment. Do not collect any
  personal information, except that which is allowed to be collected by law.
• Use personal information only for the business with which the customers agreed. Completely destroy the personal information
  of the customers which becomes no longer relevant or necessary to your business in order to ensure that such information is
  not recovered, according to the related regulation within the set period.
• Be fully aware of the personal information-related laws of each country, since the level of regulations regarding
  personal information may vary depending on country.
• The leakage of personal information does not only occur online. The personal information of customers may be leaked in
  unexpected places such as on photocopiers, desks or in the boxes collecting reusable paper. Manage such information strictly.
• Treat the customer information received from our partners at the same level with our own information.
• In the event of entrusting our customer information to a partner company, Check if the partner company has physical,
  administrative and technical capabilities, enough to protect the customer information, and make sure whether it
  completely destroys such information after use.

Principle of Lotte

Thinking that we are the face of Lotte, we shall first consider the position of our company and the profit of our customers
before speaking about our company’s business through media such as TV, blogs, Twitter, Facebook and Internet
Websites. We shall be committed to protecting the logo, mission, trademark and brand value of our company without
damaging them via the media.

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Action Plan

• Keep in mind that the behavior of each executive and employee is directly connected with the image of the company,
  and work to be careful in our words and actions to keep our dignity.
• Do not mention any confidential information regarding the company (financial, sales, customers, partners, employee
  information and intellectual property rights, etc.) and the policy, accidents and rumors which the company has not announced
  officially, or do not publish and distribute files containing photos, video and voice via the media without permission.
• Do not slander our company and stakeholders through the media, and do not mention the accidents, complaints and
  slandering happening in the business process with the company and stakeholders.
• Do not distribute false information, encourage illegal/unlawful acts, distribute pornography, make a personal insult,
  swear and cause sexual discrimination, etc. which all may damage the reputation of the company, stakeholders or others.
• Consult with the related division, including a PR Officer, about the purpose and details of the interview in advance when having
  an interview with the media.
• In the event of mentioning your personal opinion regarding the company, make clear that it is not the company’s opinion,
  but your own.