In a recent ceremony held in Seoul, Choi Ga-on, who won the gold medal in the women's snowboard halfpipe at the Winter Olympics, received a total of 400 million won in prize money. This included 300 million won from the Korea Ski and Snowboard Association and an additional 100 million won as a special award from Shin Dong-bin, the chairman of Lotte Group. Other medalists such as Kim Sang-gyeom and Yoo Seung-eun also received substantial prizes, with Shim acknowledging their achievements and performance as results of the collaboration between athletes and corporate support.

The event took place at the Signiel Seoul, where various dignitaries including the Minister of Culture, Sports and Tourism, and members of the National Assembly participated, highlighting the importance of corporate sponsorship in supporting Olympic athletes. Over the years, Lotte has invested significantly in winter sports, contributing around 800 million won since 2014, showcasing a long-standing commitment to nurturing talent in these disciplines.

Minister Choi Hwi-young praised Lotte's consistent support over the decade, recognizing it as a critical factor in the athletes' remarkable performances. He emphasized that the outstanding results from the Olympics were not solely due to the athletes' hard work but also depended on the collective effort of the sports community and corporate partners, indicating the symbiotic relationship between sports and business in South Korea.