From New York’s Times Square to pop-up stores across Asia, Lotte Wellfood is taking Korea’s Pepero Day celebration global with Stray Kids.
Lotte Wellfood is launching a worldwide campaign to promote Pepero Day, celebrated on November 11, in partnership with global brand ambassadors Stray Kids.
The campaign features social media events with the K-pop group, advertising in New York’s Times Square, a collaboration with YouTube on animated digital gifts, and localized promotions across multiple countries.
PLAY WITH PEPERO: Win a Chance to Meet Stray Kids in Seoul
Lotte Wellfood’s global social media campaign, “PLAY WITH PEPERO,” runs through February 5, 2027.
Fans can participate by posting photos or videos featuring Pepero on Instagram. A total of 111 winners will be invited to a Stray Kids event scheduled to take place in Seoul in April 2027.
Among them, 11 lucky winners will also receive round-trip transportation and accommodation for a three-day, two-night stay.
The event is expected to feature the first live performance of “November 11,” a collaborative track created by Pepero and Stray Kids.
For international STAYs, this campaign offers an exciting opportunity to connect their love of K-pop with one of Korea’s most recognizable snack-day traditions.
Pepero Takes Over New York’s Times Square
Lotte Wellfood is also expanding its international advertising efforts to increase Pepero’s visibility among global consumers.
In New York City, Pepero advertisements will appear in Times Square for the fourth consecutive year since 2023. This year’s campaign runs from October 19 through November 15, 2026.
Additional advertising will take place in Koreatown in Los Angeles and at Lotte Mart locations in Vietnam.
The campaign also includes a collaboration with YouTube, marking the first time the platform has introduced gifts using a brand’s intellectual property (IP), according to Lotte Wellfood.
The digital gifts will feature animated Pepero products, characters, and messages celebrating Pepero Day.
Local Promotions Across Asia, Europe, and Beyond
Lotte Wellfood is tailoring its promotions to local markets, combining sampling events, pop-up stores, retail promotions, and online campaigns.
- Vietnam: Sampling events near universities and a pop-up store in Hanoi.
- Kazakhstan: Photo booths at major local retail chains.
- The Philippines, Thailand, Taiwan, and Malaysia: Promotional product packages, sampling, and other local marketing activities.
- Peru, Ecuador, Australia, and Germany: Additional product and online promotions.
Through these initiatives, Lotte Wellfood aims to introduce more consumers to Pepero while building stronger connections between the snack, Korean culture, and global K-pop fandom.
KOREA FBI Editor’s Comment
Pepero Day is one of those uniquely Korean celebrations that has grown far beyond simply exchanging snacks with friends or loved ones.
What makes this campaign interesting is how Lotte Wellfood is combining a familiar Korean snack with the global influence of Stray Kids. Times Square advertising, fan participation, and local events could help make November 11 more recognizable to international audiences.
And honestly, for STAYs, the chance to attend a Stray Kids event in Seoul makes this campaign even more exciting. K-pop has become a powerful way to introduce Korean food and everyday culture to the world, and Pepero is a perfect example of how a simple snack can become part of that experience.
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