The gum featured a penguin on the package, which became one of the country's most prominent consumer logos into the next century. Another Lotte sponsoring effort was the Lotte Music Album show on television, a popular music-oriented program that ran through the late 1970s. Shin expanded his production interest to include candies, cookies, and snack cakes, and by the early 1960s, the company had established itself as a rival to Japan's two largest confectionery groups, Meiji and Morinaga. The company's true breakthrough came during the 1960s, with its entry into the chocolate market. In 1964, the company launched its first milk chocolate, called Ghana, adapting Swiss-style chocolates for the Japanese palate. The company supported this launch with a massive television advertisement campaign, firmly positioning the brand in the minds of consumers. The launch paved the way for Lotte's emergence as the number one chocolate manufacturer in Japan by the end of the century. Although Lotte had successfully established itself in Japan — a country where ethnicity had always been a prominent part of the national identity— Shin had not abandoned his Korean roots. Lotte had established a presence in Korea as early as 1958, opening a factory producing chewing gum and other confectionery, as well as instant noodles, for the Korean market. The normalization of diplomatic relations between Japan and Korea in 1965, however, presented a new opportunity for the company. Lotte decided to move into Korea on a full scale, and in 1967, the company established a dedicated operation for South Korea, called Lotte Confectionery Co.