Earth Day is a global environmental observance established in 1970 to highlight the seriousness of pollution. In South Korea, major public agencies and facilities hold annual events that switch off lights for 10 minutes.
The company ran the campaign under the slogan “Magical 10 Minutes.” It said 24 domestic chain hotels, resorts and golf courses participated, including Signiel Seoul and Signiel Busan.
From 8 p.m., each site turned off exterior landscape lighting for 10 minutes and reduced lighting levels in shared areas such as lobbies and restaurants to save energy. The company said guests also voluntarily switched off room lights, joining what it described as value-based consumption and environmental protection efforts.
An online promotion will continue through Wednesday on the company’s official Instagram account, featuring a photo-verification event for participation in the lights-out campaign or a quiz entry. Winners will be selected by drawing to receive an Emissary.73 Enriching Travel Kit or goods featuring the company’s character, “LUA.” Winners will be notified individually on April 30.
Lotte Hotel & Resort also cited recognition for its environmental, social and governance, or ESG, performance. It said that in November last year, it ranked No. 1 for a sixth straight year in the hotel category at the “2025 Korea Sustainability Conference” hosted by the Korean Standards Association.
* This article has been translated by AI.
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