Lotte said on Feb. 5 it will establish the 'mom pyeonhan Family Award' with the Ministry of Health and Welfare and Chorok Usan. It aims to encourage individuals and organizations that put warm changes into practice in everyday life and make society better.

Selection will be conducted in three categories: childbirth and parenting, family sharing, and family diversity. A total of 6 teams of individuals and organizations will be selected across the categories. The childbirth and parenting category will seek cases involving exemplary parenting practices or contributions to expanding encouragement for childbirth.

The family sharing category targets cases in which family members practice sharing together and strengthen bonds. The family diversity category will accept applications on cases that improve awareness of, or provide support for, diverse family forms such as single-parent and multicultural families.

The establishment of the 'mom pyeonhan Family Award' is part of 'mom pyeonhan', one of Lotte's social contribution brands. Lotte launched the 'mom pyeonhan' social contribution program in 2017 with the aim of 'creating a world where mothers are comfortable'. 'mom pyeonhan Dream Darak', which supports improvements to local child center environments and emotional education programs, has expanded to 100 locations. 'mom pyeonhan Playground', a project to create public indoor and outdoor playgrounds, recently opened its 32nd location.

Applications will be accepted until March 4. Details can be found on Chorok Usan's official website. Award recipients will be announced in April after screening. The awards ceremony will be held in May, Family Month. Winners will receive prize money of 20 million won and an additional prize.

Lotte is making various efforts to overcome low birthrates and support childcare based on a family-friendly corporate culture. In 2012, it introduced an automatic childcare leave system for women so they could use childcare leave after maternity leave without a separate application process or a supervisor's approval. In 2017, it implemented a mandatory childcare leave system for men. With these efforts, the Lotte Group birthrate recorded 2.05 people as of 2022.