Lotte Wellfood Teams Up With Stray Kids to Take Pepero Day Global

Lotte Wellfood, the Korean snack brand, has partnered with K-pop sensation Stray Kids to bring Pepero Day to a global stage. The collaboration aims to introduce Pepero and the Korean tradition of Pepero Day, celebrated on November 11, to international consumers. The initiative involves a digital single titled "November 11" by Stray Kids, which was released on September 10. The song, composed by Stray Kids member HAN, encapsulates the essence of sharing and expressing affection during Pepero Day.

Stray Kids is set to serve as the global ambassador for Lotte Wellfood's Pepero brand, enabling the company to expand its overseas presence. Currently, Pepero Day is celebrated in 35 markets, a significant increase from the 15 markets in 2024. Similarly, Pepero exports reached approximately 87 billion won ($63 million) last year, marking a 25% growth from the previous year. Lotte Wellfood intends to leverage this new release as the cornerstone for this year's global Pepero Day campaign.

The partnership between Lotte Wellfood and Stray Kids commenced in May 2025, with Stray Kids being chosen as the global ambassador for Pepero. This collaboration is part of a broader strategy by Lotte Wellfood to strengthen Pepero's position in North America and Southeast Asia, while exploring potential growth in Europe, East Asia, and India.

The company believes that the collaboration will help in building global recognition by combining K-pop and Korean cultural content with its brands. According to a Lotte Wellfood spokesperson, "We aim to share Pepero's core values of warmth and sharing with consumers across the globe through our collaboration with Stray Kids."