Lotte's "Pai no Mi" (Flaky Pastry with Chocolate) underwent a significant renewal by shifting its brand concept to focus on the customer's perspective.

Initially positioned internally as a chocolate treat, consumer feedback revealed that the crispy texture of the pastry was the primary appeal.

This realization led to a strategic repositioning, emphasizing the "ultimate crispy texture" and resulting in increased sales and positive customer response, demonstrating the importance of aligning a brand's core identity with actual customer value rather than internal assumptions.