Lotte Confectionery Accelerates Global 'Pepero Day' Marketing Efforts

Kazakhstan 'Pepero Day' Marketing Activity Scene

[Asia Economy Reporter Seungjin Lee] Lotte Confectionery launched a new Pepero advertising campaign overseas in countries such as Kazakhstan, Russia, and Singapore ahead of Pepero Day on the 11th.

This year’s advertising slogan is “Let’s get closer together.” Although physical distance has increased due to COVID-19, the campaign encourages people to narrow the emotional distance by sharing Pepero and checking in on each other. The advertisement was released in English and local languages with the same content as the domestic version. Following last year, the Pepero character “Pepero Friends” appears again in this year’s ad to convey the meaning of sharing hearts on Pepero Day.

In Kazakhstan, the advertisement will be broadcast on seven nationwide TV channels. A Pepero dance challenge event featuring influencers (celebrities) will be held, and an online concert by a popular local idol will be supported. A Pepero mural will be created and displayed at the “Almaty Shopping Mall” plaza, and on the 11th, a car parade using a Pepero limousine is planned as part of a large-scale offline event.

In Russia, the focus will be on online promotion through YouTube and Instagram, actively utilizing local influencers. A consumer participation event using the already popular Pepero game in Korea will also be held.

In Singapore, the advertising campaign is being conducted through various channels such as newspapers, banners, and online media, and dedicated Pepero displays will be installed at 55 major local chain stores. Additionally, product promotion through influencers and online events are planned, and an offline purchase verification event is underway where customers who buy products can enter a raffle to win prizes.

Meanwhile, as Pepero Day gradually spreads among Korean expatriates, Lotte Confectionery is actively strengthening marketing efforts to promote Pepero Day worldwide. Pepero records annual overseas export sales of approximately 35 billion KRW and is currently sold in more than 50 countries worldwide, including the Middle East, Southeast Asia, Russia, and the United States.

This content was produced with the assistance of AI translation services.