韓國樂天集團投資越南之因素及策略分析

Abstract

本研究旨在探討韓國樂天集團投資越南之主要因素與策略，並解析其背後的地緣政治脈絡與經濟考量。韓國樂天集團原於1990年代積極進軍中國市場，然2017年因薩德事件遭遇中國政府及民間抵制，致使大規模關閉中國分店。樂天集團因此調整投資方向，將目光轉向新南方政策下的越南。本文以文獻分析與個案研究法為主，輔以PEST分析、產品生命週期理論與折衷理論等架構，系統性探討樂天選擇越南的動因與發展模式。研究發現，越南具備廣大內需市場、年輕人口紅利、穩定政治環境與外資友善政策，使其成為韓國企業對中替代的首選投資地。樂天集團除在河內西湖打造大型商業中心外，更計畫將越南發展為繼韓國、日本後的第三大海外市場。此外，樂天在越南的佈局顯示其已由傳統出口導向轉向在地化經營，反映企業在全球供應鏈重組背景下的策略轉型。

This study aims to explore the key factors and strategies behind Lotte Group’s investment in Vietnam, analyzing the geopolitical and economic considerations underpinning this decision. Lotte, one of South Korea’s major conglomerates, initially expanded aggressively into the Chinese market during the 1990s. However, in 2017, the deployment of the THAAD missile defense system led to strong backlash from the Chinese government and the public, resulting in the closure of a significant number of Lotte’s Chinese branches. In response, Lotte redirected its investment strategy toward Southeast Asia, with Vietnam emerging as a core focus under South Korea’s “New Southern Policy.” This study adopts document analysis and case study methods, supported by frameworks such as PEST analysis, the Product Life Cycle Theory, and the Eclectic Paradigm, to systematically investigate the rationale and development model behind Lotte’s selection of Vietnam.The findings reveal that Vietnam offers a vast domestic market, a favorable demographic dividend, political stability, and investment-friendly policies, making it an ideal alternative to China for South Korean enterprises. Beyond constructing a major commercial complex in Hanoi's West Lake area, Lotte plans to elevate Vietnam as its third-largest overseas market after South Korea and Japan. Lotte’s evolving strategy in Vietnam also reflects a shift from traditional export-oriented operations to localized management, indicating its adaptation to the restructuring of global supply chains.