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Pepero Day:
A Celebration of Sharing, Growth, and Global Appeal
Pepero Day, celebrated on November 11 in South Korea, is a holiday that combines charm, cultural identity, and a sweet exchange of treats.
It traces its origins to the 1990s when students in the Gyeongnam region exchanged Pepero sticks (resembling the numbers “11/11”) to wish each other luck and slender physiques.
This playful tradition caught the attention of Lotte Wellfood, which transformed it into a significant marketing event and solidified its status as a staple of South Korea’s “day marketing” culture, celebrating friendship, love, and connection.
The Origin and Growth of Pepero Day
The day’s symbolic meaning is rooted in the idea of giving, as the Pepero sticks, in their slim and elongated form, represent the wish for health and wellness among friends and loved ones.
Over the years, Lotte promoted Pepero Day with increasing creativity, offering unique flavors and packaging designs that became especially popular in the months leading up to November 11.
Today, the Pepero Day season between September and November accounts for roughly half of Pepero’s yearly sales.
Global Expansion: “Show Your Love with Pepero”
In recent years, Pepero Day has grown beyond Korea’s borders, largely thanks to the rising popularity of Korean culture and entertainment.
To expand Pepero Day internationally, Lotte launched a campaign called “Show Your Love with Pepero,” appointing the K-pop group NewJeans as global ambassadors.
The campaign focuses on Pepero’s core value of “sharing love,” appealing to an international audience by associating Pepero with connection and positive exchanges.
This year’s Pepero Day activities included collaborations with major global retailers, including Costco, which introduced Pepero to its U.S.
Northeast region stores for the first time. Pepero’s arrival in the North American market has been further boosted by partnerships with “Try the World,” a subscription-based snack service, allowing international consumers to experience popular Pepero flavors such as Almond, Crunchy, White Cookie, and Original, complete with English inserts explaining Pepero Day’s origin and culture.
Pepero Global Reporter: A Firsthand Pepero Day Experience
Further enhancing Pepero Day’s global footprint, Lotte organized the “Pepero Global Reporter” initiative, inviting influencers from 58 countries to experience Pepero Day in Korea.
These global ambassadors, with a collective reach in the millions, immersed themselves in the holiday’s spirit through interactive experiences in Seoul, including creating customized Pepero packages with messages of love and unity.
Top influencers, such as YouTuber Topper Guild, shared their experiences with their international audiences, bringing Pepero Day’s joy and meaning to fans around the world.
A Testimony to Cultural Marketing Success
Pepero Day is not merely a marketing success story—it’s a cultural celebration, embodying the value of simple gestures and meaningful exchanges.
Lotte’s success in expanding Pepero to the global market, including strategic alliances and an emphasis on Korean cultural heritage, highlights the power of integrating local traditions into a broader cultural context.
Pepero has thus become a symbol of “K-culture” that fosters connections and continues to spread a unique aspect of Korean culture across borders.
As Pepero Day continues to evolve and expand globally, it serves as an example of how a small, playful tradition can become a platform for cultural exchange.
What began as a lighthearted exchange among Korean students has grown into a cultural phenomenon, bringing people closer together—one Pepero stick at a time.
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