Pepero and Stray Kids are teaming up once again — this time through music.
Lotte Wellfood has announced that its global ambassador, K-pop boy group Stray Kids, will release a special digital single titled “November 11” to celebrate Pepero Day.
The collaboration song will be released on September 10 at 1 p.m. KST through major music platforms in Korea and around the world.
Stray Kids’ ‘November 11’ Is Made for Pepero Day
The new song was created as part of Lotte Wellfood’s global cultural marketing campaign for Pepero, one of Korea’s most recognizable snack brands.
Pepero Day, celebrated every year on November 11, has become one of Korea’s best-known food-related cultural events. People traditionally exchange Pepero sticks with friends, family and loved ones.
Lotte Wellfood and Stray Kids first joined forces in May 2025, when the group was appointed as Pepero’s global ambassador.
Now, their partnership is expanding from advertising and brand promotion into music.
And honestly, it makes perfect sense.
K-pop is already one of Korea’s biggest cultural exports, while K-food is rapidly gaining popularity overseas. Combining the two gives Korean brands another way to introduce Korean culture to international fans.
Pepero’s Global Campaign Keeps Growing
Pepero’s international marketing campaign has expanded significantly in recent years.
The campaign was launched across 15 regions in 2024 and expanded to 35 regions in 2025.
Pepero’s export sales also reached approximately 87 billion won ($63 million) last year, up about 25% from 70 billion won in 2024.
Lotte Wellfood plans to continue promoting Pepero globally throughout this year’s campaign.
On November 11, the company will also release a teaser for its new global Pepero Day campaign commercial featuring the new Stray Kids song.
So if you’re a Stray Kids fan, don’t be surprised if “November 11” suddenly starts showing up everywhere around Pepero Day.
K-Pop Stars Are Becoming the New Face of K-Food
The Pepero and Stray Kids collaboration is also part of a much bigger trend.
As Korean food becomes increasingly popular around the world, food companies are turning to major K-pop stars to connect their brands with international consumers.
Nongshim has selected aespa as the global ambassador for Shin Ramyun, while HiteJinro has appointed BTS member V (Taehyung) as a global ambassador.
This shows how closely K-pop and K-food are becoming connected.
For global fans, discovering a Korean idol can naturally lead to discovering Korean snacks, ramen, drinks and other foods.
And that is exactly what makes collaborations like Pepero x Stray Kids so interesting.
KOREA FBI Editor’s Comment
For me, this is one of the most fun ways to promote K-food overseas.
You don’t always need a serious campaign explaining what Korean food is. Sometimes, a catchy song by a K-pop group that fans already love can do the job much better.
Stray Kids + Pepero + November 11?
It feels very Korean, very K-pop, and very Gen Z.
If “November 11” becomes a fan-favorite song, Pepero Day could become even more familiar to K-pop fans outside Korea. 🍫🎧
#StrayKids #Pepero #PeperoDay #November11 #LotteWellfood #KFood #KPop #KoreanFood #KoreanCulture #StrayKidsCollaboration #KFoodGlobal #KoreaFBI
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