To celebrate the hotel's new ownership by Lotte Hotels & Resorts, the newly rebranded Lotte New York Palace's food and beverage team reproduced the Midtown Manhattan hotel as a cake. The cake was unveiled at the hotel's relaunching celebration on September 16, an event that was attended by Brooke Shields, Lotte C.E.O. Yongdok Song, and the hotel's managing director, John C. Tolbert.