Lotte Group, South Korea’s fifth-largest conglomerate with operations in manufacturing, hotels, and e-commerce, plans to expand its non-fungible token (NFT) business into the global market through a partnership with the Polygon blockchain, according to Daehong Communications, Lotte’s marketing and NFT hub. The collaboration will begin with rebranding BellyGom NFTs, or Lotte Homeshopping’s profile picture (PFP) digital collection centred on the same-named pink bear character. BellyGom NFTs, which were first minted on the Klaytn network in August 2022, provide holders with benefits related to Lotte’s products and services, such as hotel vouchers or shopping discount coupons.