Lotte Well Food Pepero, K Food's representative player, turned into a global festival on Pepero Day
Oct 27, 2025
Amid growing global interest in Korean music and culture, Lotte Well Food serves as the vanguard of the K-snack market and exports snacks to more than 70 countries around the world. In particular, Pepero is exported to more than 50 countries, and exports last year rose 30% year-on-year to 70.1 billion won, exceeding 100 million exports for the first time.
Lotte Well Food is expanding its global campaign to let the world know the value of Pepero's 'Sharing'. The K-pop group with global fandom 'Stray Kids' is selected as the official global ambassador, and various marketing is carried out under the slogan of 'Show your love with PEPERO'. Advertisements with Stray Kids will be on-air on domestic and international channels, and on-pack packages containing images of members will also be introduced in major tourist destinations and distribution channels in Korea.
The global campaign will be held together in 20 countries, including the United States, India, and the Philippines, including Korea. In particular, the large outdoor advertisement in Times Square, New York, USA, which began in 2023, will continue this year, and a festival event is also being prepared on November 11 to spread day culture. In Korea, a large-scale offline campaign has resumed for the first time in two years, and 'Find the Pepero Hidden by Stray Kids on Seoul Subway Line 2!A participatory event called ' will be held to provide the joy of Pepero Day in everyday life.
In addition, large-scale outdoor advertisements will be executed at 55 subway stations in major cities, including Hongik University Station and Gangnam Station, to promote the value of 'Sharing' and enhance the festive atmosphere.
Pepero, launched in 1983, has long been loved as a national snack, and its cumulative sales are estimated to reach KRW 2.15 trillion by 2024.
The culture of 'Pepero Day', which began spontaneously in Gyeongnam in the mid-1990s, is now spreading to the global market. Lotte Well Food has more than doubled its Pepero exports by fully implementing global integrated marketing since 2020, and aims to generate more than 90 billion won in global sales this year. In particular, the company established a Pepero production line at Lotte India's Haryana plant in India and started local production, opening an era of overseas production. This is expected to serve as a strategic bridgehead to target the Indian market and expand exports to the Middle East and Southeast Asia.
Lotte Well Food aims to foster Pepero as Asia's No. 1 global top 10 brand by 2035, and a global mega brand with sales of KRW 1 trillion. An official said, "We will actively promote Pepero Day culture with K-Culture and make it a global festival enjoyed by people around the world."
Lotte Well Food is expanding its global campaign to let the world know the value of Pepero's 'Sharing'. The K-pop group with global fandom 'Stray Kids' is selected as the official global ambassador, and various marketing is carried out under the slogan of 'Show your love with PEPERO'. Advertisements with Stray Kids will be on-air on domestic and international channels, and on-pack packages containing images of members will also be introduced in major tourist destinations and distribution channels in Korea.
The global campaign will be held together in 20 countries, including the United States, India, and the Philippines, including Korea. In particular, the large outdoor advertisement in Times Square, New York, USA, which began in 2023, will continue this year, and a festival event is also being prepared on November 11 to spread day culture. In Korea, a large-scale offline campaign has resumed for the first time in two years, and 'Find the Pepero Hidden by Stray Kids on Seoul Subway Line 2!A participatory event called ' will be held to provide the joy of Pepero Day in everyday life.
In addition, large-scale outdoor advertisements will be executed at 55 subway stations in major cities, including Hongik University Station and Gangnam Station, to promote the value of 'Sharing' and enhance the festive atmosphere.
Pepero, launched in 1983, has long been loved as a national snack, and its cumulative sales are estimated to reach KRW 2.15 trillion by 2024.
The culture of 'Pepero Day', which began spontaneously in Gyeongnam in the mid-1990s, is now spreading to the global market. Lotte Well Food has more than doubled its Pepero exports by fully implementing global integrated marketing since 2020, and aims to generate more than 90 billion won in global sales this year. In particular, the company established a Pepero production line at Lotte India's Haryana plant in India and started local production, opening an era of overseas production. This is expected to serve as a strategic bridgehead to target the Indian market and expand exports to the Middle East and Southeast Asia.
Lotte Well Food aims to foster Pepero as Asia's No. 1 global top 10 brand by 2035, and a global mega brand with sales of KRW 1 trillion. An official said, "We will actively promote Pepero Day culture with K-Culture and make it a global festival enjoyed by people around the world."
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This article was translated by Naver AI translator.
