Lotte Home Shopping announced on July 21 that it established its social contribution initiative, “Small Library,” at the LA Korean Education Center and the Korean Cultural Center Los Angeles in Los Angeles, providing educational equipment and books.
The initiative is part of Lotte Home Shopping’s broader social contribution efforts connected to its K-beauty and lifestyle pop-up store currently operating for one month at the premium shopping mall The Grove in Los Angeles. Rather than simply introducing K-products and culture, the company aims to expand its support into education and culture to contribute to the global spread of K-culture.
The project is significant as the first expansion of the Small Library initiative overseas after more than a decade of operation in South Korea.
The handover ceremony held at the LA Korean Education Center was attended by key figures including Lotte Home Shopping CEO Kim Jae-gyeom, Consul General of the Republic of Korea in Los Angeles Kim Young-wan, Korea-U.S. Education Foundation Chairman Choi Hak-sun, LA Korean Education Center Director Lee Byung-seung and Director of the Korean Cultural Center Los Angeles Lee Hae-don.
After approximately three months of preparation, Lotte Home Shopping provided furniture and educational equipment needed to create the learning space, along with various books including Korean-language books and English-language books translated from Korean publications.
The initiative will support Korean American youth learning the Korean language while also creating a foundation for local residents to more easily experience Korean culture and history. It reflects how overseas expansion by Korean retailers is moving beyond simply selling products toward broadening the reach of Korean culture in local communities.
“Korean beauty and K-culture are gaining growing global attention, and we wanted to provide meaningful support beyond introducing products and content by establishing the ‘Small Library’ in Los Angeles,” said Kim Jae-gyeom, CEO of Lotte Home Shopping. “We hope Korean American youth can develop their identity by having easier access to books in their native language, while also providing local residents with an opportunity to better understand Korea’s culture and history.”