Lotte Wellfood Ramps Up Global Pepero Day Marketing with Stray Kids Collaboration

Lotte Wellfood is intensifying its global marketing efforts ahead of the November 11 Pepero Day. The company, which launched a series of online and offline campaigns on October 21, will collaborate with global ambassador Stray Kids, display advertisements in major overseas locations, and partner with digital platforms. The initiative seeks to introduce Pepero Day to more international consumers and broaden brand awareness across key markets.

A key promotional campaign, "PLAY WITH PEPERO," encourages consumers to share Pepero-themed photos or videos on Instagram using specific hashtags. Participants from both Korea and overseas can submit their posts between now and February 5, 2027. A total of 111 winners will be chosen, including eleven grand-prize winners who will attend a special meet-and-greet event with Stray Kids in Seoul in April 2027. Another 100 winners will also receive invitations to the event.

In addition to digital partnerships, Lotte Wellfood is increasing its visibility in major international markets. Advertisements featuring Stray Kids will run in Times Square, Los Angeles, Vietnam, and Kazakhstan, among other locations. Locally, Lotte Wellfood plans to organize product sampling events and pop-up stores in Vietnam, Kazakhstan, and the Philippines.

In Thailand, Malaysia, and Malaysia, the company will introduce special gift packs and promotional video displays at duty-free stores. The company aims to establish Pepero Day as a more widely recognized international occasion and build on the global popularity of Korean pop culture to strengthen consumer engagement and expand Pepero's reach.