Wisevoter
World

Lotte Wellfood Partners With Stray Kids for Pepero Day

The South Korean snack company launches a global marketing push featuring K-pop group Stray Kids.

Updated on Oct. 23, 2026 in Marketing

A glowing snack display on a city street at night, capturing the urban energy of a global marketing campaign.
Lotte Wellfood is expanding its international marketing push for Pepero Day, aiming to increase brand awareness across 50 global markets. AI Illustration. Upload story photo >

Live Poll

Do you support corporations using global marketing campaigns to promote local cultural holidays internationally?

Lotte Wellfood is running an international campaign for Pepero Day, including digital content and large-scale advertisements. The initiative features the K-pop group Stray Kids and targets markets across 50 countries where the snack brand is exported.

Why it matters

The company aims to expand the cultural reach of Pepero Day while enhancing its global brand recognition. By leveraging international advertising in major hubs, Lotte seeks to cement the brand's presence beyond its domestic market.

Lotte Wellfood exports its products to approximately 50 countries and is marking its fourth consecutive year of advertising in New York's Times Square. The promotional push culminates in a social media event involving 111 contest winners.

The players

Lotte Wellfood

This major South Korean food company produces various confectionery and snack products for both domestic and international distribution.

Stray Kids

This internationally acclaimed South Korean boy band is utilized as the face of the global marketing campaign to drive brand engagement.

The details

The campaign includes advertisements at Times Square in New York and Koreatown Plaza in Los Angeles alongside sampling events in Vietnam and sales promotions in the Philippines, Thailand, and Taiwan. YouTube has also released digital gifts centered on the Pepero brand to support the global event.

Timeline

  1. Lotte Wellfood began its full-scale global marketing for Pepero Day in 2020.

  2. The company started its annual advertising displays in Times Square in 2023.

  3. Global marketing initiatives were officially announced on October 23, 2026.

  4. The Times Square advertisement display concludes on November 15, 2026.

  5. A global social media event with Stray Kids continues until February 5, 2027.

Market Landscape

This campaign reflects the broader trend of South Korean firms utilizing K-pop talent to penetrate Western and Southeast Asian consumer markets. It underscores the intense competition among snack manufacturers to transform localized holidays into recognizable global events.

Consumers in the 50 countries where Lotte Wellfood operates can expect increased availability of special event promotions and digital brand content. Those engaging with the social media campaign have the opportunity to win entry to the exclusive event held in Seoul.

The takeaway

Companies are increasingly relying on international cultural icons to bridge the gap between regional snack traditions and global markets. Consumers should monitor official social media channels to participate in ongoing international contests for exclusive event access.

What happens next

111 winners will be invited to a special meeting event in Seoul scheduled for April 2027.

Further reading

Learn more about evolving promotional strategies in the Marketing section.

Source note: This article includes information reported by 조선일보.

Live Poll

Do you support corporations using global marketing campaigns to promote local cultural holidays internationally?