Lotte Wellfood Expects Record Pepero Sales of 241.5 Billion Won This Year

Lotte Wellfood announced on November 6 that this year’s annual sales of “Pepero” are expected to reach 241.5 billion won. This represents a 12.2% increase from last year’s 215.2 billion won, marking an all-time high. In particular, export sales are projected to expand to around 90 billion won, up approximately 30% from last year’s 70.1 billion won. A Lotte Wellfood representative stated, “Based on steady domestic demand and strong brand loyalty, the growth is being driven by the spread of ‘Pepero Day’ culture overseas.”

Since 2020, Lotte Wellfood has been conducting integrated marketing campaigns with the goal of globalizing “Pepero Day.” This year, the company appointed the idol group Stray Kids as its official global ambassadors, carrying out a variety of brand activities such as TV commercials, large-scale outdoor advertisements, and subway events.

Lotte Wellfood's Pepero Agent P team members are filming content with Pepero displayed in the supermarket as the background. Provided by Lotte Wellfood.

원본보기 아이콘

In Korea, the company operated a special event train on Seoul Subway Line 2 called “Find the Pepero Hidden by Stray Kids!” to strengthen communication with younger generations. The limited edition package created in collaboration with Stray Kids sold out immediately after its release, resulting in shortages at some stores. At the Lotte Mart Zetaplex branch in Seoul Station, the product sold out as soon as it was displayed, demonstrating its popularity.

Overseas, “participatory marketing” is also producing results. Since May, Lotte Wellfood has been running the “Pepero Agent P (AGENT:P)” program, allowing global consumers to serve as Pepero ambassadors themselves. This year, more than 2,300 people from 107 countries applied, and the final 11 selected participants visited Korea on November 2. Over four days and three nights, they created content themed around “sharing” at major landmarks such as Gyeongbokgung Palace and Lotte World Tower.

Meanwhile, Pepero was selected as Lotte Group’s “first global mega brand” at the “Korea-Japan One Lotte Food Companies Integrated Strategy Meeting” held in Warsaw, Poland in September last year. At the time, Lotte Chairman Shin Dongbin instructed, “Grow a mega brand that generates over 1 trillion won in overseas sales through cooperation between Lotte Korea and Lotte Japan.” In response, Lotte Wellfood is expanding its local production base in India. In July, a dedicated Pepero production line was established at the Lotte India factory in Haryana, India, and the company plans to strengthen its global market strategy starting with this initiative.

A Lotte Wellfood representative said, “Pepero Day has now become a holiday enjoyed by consumers around the world, beyond just Korea,” adding, “We will grow into a global brand through localization strategies tailored to each country.”

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.