Seoul, July 9 (IANS): Lotte Group, one of South Korea's largest business conglomerates, came under fire for comparing its employees to cows as part of an internal campaign designed to motivate them.

The company had placed posters in several of its offices, depicting a scholar, in a traditional Korean feudal setting from the 14th century, asking a farmer, which of his two cows work harder, and who replies "they are both my precious cows", Efe news agency reported.

The poster also shows the cows, supposedly representing the company's employees, under a wooden yoke behind the two men.

The posters were taken down when employees began to express their discontent.

Korean media on Thursday dug up the matter, launching a scathing criticism against the company.

"It was designed to tell employers they should give more compliments to subordinates to motivate them to work harder," a spokesperson from Lotte told the Herald.

In Korean culture, “cows” are often used to describe hardworking people or situations that require a lot of effort, though it also carries negative overtones as these animals are traditionally farm animals, used for intense labour.

Lotto Group is one of the largest conglomerates in South Korea with great economic and political clout in the country.

It is known to subject employees to intense work hours and high pressure situations at work.

The controversy comes at a time when South Korea, which has one of the most competitive work environments in the world, is beginning to question the demanding work hours, lack of vacations and dictatorial attitude of seniors.