Lotte Wellfood Launches Full-Scale Global Integrated Marketing Campaign for "Pepero Day"

Campaign Launches with the Message: "Show your love with PEPERO"
Promoting in Global Hub Cities including New York, Los Angeles, Hanoi, and Seoul
Strengthening Consumer Engagement with Global Ambassador Stray Kids

On October 29, Lotte Wellfood announced that it will launch a full-scale global integrated marketing campaign for Pepero Day ahead of November 11, focusing on key cities both in Korea and abroad, including New York, Los Angeles, Hanoi, and Seoul. The company aims to strengthen awareness of Pepero and Pepero Day through a variety of on-site experiences, ranging from outdoor advertisements to offline events.

Pepero Day global marketing campaign video being broadcasted from the TSX Broadway building in New York Times Square.
[Photo by Lotte Wellfood]

The main message of this year’s Pepero global marketing campaign is "Show your love with PEPERO." This slogan encourages people to share their hearts with loved ones on Pepero Day, November 11. Notably, the key visual for the campaign features Stray Kids, the global ambassador for Pepero, aiming to resonate with fans around the world.

In New York, digital advertisements will be displayed on the giant screen of the TSX Broadway building in Times Square until November 16. This is a prime location with about 450,000 daily visitors. For the third consecutive year, Lotte Wellfood is running a Pepero advertising campaign in Times Square, focusing its efforts on establishing its presence as a global brand.

On Pepero Day, an offline event will be held at Father Duffy Square, the heart of Times Square. Various experiences such as photo zones and event zones will allow visitors to taste and experience Pepero, and additional activities like K-pop dance performances are also planned. In consideration of local culture, a commemorative ceremony will be held on the same day, which is also Veterans Day in the United States, inviting Korean War veterans to present them with certificates of appreciation and gifts.

In Los Angeles, the largest city on the U.S. West Coast, digital outdoor advertisements will be displayed until November 24 at The Twins building in the city center and near Koreatown.

In Hanoi, Vietnam, a key hub in the Southeast Asian market, on-site experiential events will be held. From November 2 to 16, various programs such as photo zones and game zones will be available at the main atrium on the first floor of Lotte Mall West Lake Hanoi. As this location has become an essential tourist destination, the campaign aims to effectively promote the Pepero brand and Pepero Day to both locals and tourists.

In Korea, outdoor advertisements will be featured on four large billboards near Hongdae Station in Mapo-gu, Seoul, as well as at 55 major subway stations including Seongsu Station and Gangnam Station. On Seoul Subway Line 2, a participatory event targeting Gen Z, titled "Find the Pepero Hidden by Stray Kids!", is currently underway. Passengers can board the specially decorated train, scan the QR codes inside, and access the event page to participate in the event.

A Lotte Wellfood representative stated, "This year’s campaign is designed to provide a variety of brand experiences so that global consumers can naturally recognize November 11 as Pepero Day. We will continue to strengthen our brand activities in key cities around the world to establish Pepero Day as a global celebration."

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