Lotteria, the multinational fast-food chain originating from Japan with extensive branches in South Korea and various other Asian countries, has long been a significant brand, even if its presence in some regions might be limited.
On the 21st, Japanese officials announced that all Lotteria stores across Japan will progressively transition to a new brand, "ZETTERIA." This new name is already used by stores opened by its parent company, Zensho Holdings. The "Lotteria" name, which has served Japanese consumers for over half a century, will soon become a part of history within Japan.
Lotteria was founded in Japan in 1972 by Korean-Japanese entrepreneur Shin Kyuk-ho. It currently boasts 106 outlets across Japan and is the second-largest fast-food brand in South Korea, trailing only McDonald's.
The reason for this rebranding stems from Zensho Holdings' acquisition of Lotteria from Lotte Holdings in 2023. Since then, Zensho has been gradually driving brand transformation, converting stores to "ZETTERIA" in phases. "ZETTERIA" already has a significant presence in Japan, positioning itself with more affordable prices and targeting the light meal and quick-service market.
However, for many Japanese consumers, the "Lotteria" name carries 54 years of history, making the newer "ZETTERIA" relatively unfamiliar. Japanese netizens widely feel they should visit Lotteria one last time before the rebranding takes full effect in March to preserve their memories.
Many netizens expressed disappointment that such a long-standing brand name has to change simply because of an acquisition. For most, 54 years of history is a significant part of their memories, and a name change often evokes a negative sentiment.
Zensho Holdings, the parent company, boasts a vast portfolio of brands, including popular gyudon chain Sukiya and conveyor-belt sushi restaurant Hama-Sushi. It seems that after being acquired by such a large corporation, "Lotteria" is indeed set to become a cherished memory.