In its headquarters in Japan, Rakuten's positioning is closer to that of a food company. In Japan, where super conglomerates such as Mitsubishi and Sumitomo are rampant, Rakuten's influence is not as strong as in South Korea. Its various businesses in South Korea are now more local. Among South Korean large companies, it ranks fifth after Samsung, Hyundai Motor, LG, and SK. It has strong competitiveness in the fields of distribution, food, entertainment, shopping, and credit cards. Lotte Department Store and Shinsegae Department Store are the twin walls of Korea's distribution field. Lotte has surpassed Shinsegae Department Store, which was separated from Samsung Group, to become the largest distribution company in Korea by virtue of the construction of department stores and duty-free shops. Lotte World located in Lotte Department Store is even more It is the largest indoor amusement park in the world. Rakuten Credit Card also has the ability to compete with Samsung Credit Card and LG Credit Card. In the entertainment field, Lotte is also one of the three major film companies in South Korea, along with CJ and SHOWBOX. Rakuten's business in South Korea is so successful that it is often mistaken for a Korean company. In fact, like SoftBank founded by Korean-Japanese Masayoshi Son, it should be attributed to a Japanese company. But Lotte is based in South Korea, and together with the Korean people, it has become a multinational enterprise loved by the people of both countries.

The current president is Shin Dong-bin (Korean name:), with a net worth of approximately US$2 billion. He is ranked fifth on the 2013 Forbes Korea 50 Richest List, and eighth is Shin Dong-joo (who is also a member of the family). Korean name:), worth approximately US$1.9 billion. Shin Dong-joo is the eldest son of Lotte Group founder Sing Ho. He is the vice chairman of Lotte Holdings and also serves as the vice president of Lotte Group's Japanese branch.