Lotte Wellfood to Promote Pepero Day in Heart of New York... Times Square Ad for Fourth Straight Year

Pepero Ads to Run Through Nov. 15
Outdoor and Indoor Ads Also to Run at LA Koreatown Plaza
Global Social Media Event with Stray Kids
111 Consumers Worldwide to Be Invited to Special Event
YouTube Launches First-Ever Gift Collaboration Using Brand IP

Lotte Wellfood said on Oct. 21 that it will run a Pepero advertisement in New York's Times Square to mark Pepero Day on Nov. 11.

Lotte Wellfood has run Pepero advertisements in Times Square for four consecutive years since 2023. This year's campaign will run through Nov. 15. Digital out-of-home and indoor advertisements will also run at Koreatown Plaza in Los Angeles through Nov. 14. In Vietnam, the company continues to run Pepero advertisements featuring Stray Kids, its global ambassador, at 14 Lotte Mart stores.

Lotte Wellfood X Stray Kids Pepero billboard in New York's Times Square. Photo provided by Lotte Wellfood.

Lotte Wellfood is also holding a global social media participation event, "PLAY WITH PEPERO," with Stray Kids. The event is open to consumers in Korea and abroad, and entries will be accepted through Feb. 5 next year. Participants can take a photo or video of a moment with Pepero, post it to their personal Instagram feed with the required hashtags, and submit the post's URL through the link in Pepero's official Instagram profile. They can take part in any way they like, such as sharing a Pepero photo, decorating the product, introducing Pepero Day, or joining a song challenge.

A total of 111 winners will be selected. The 11 first-prize winners will receive invitations to a "MEET & GREET" event with Stray Kids, round-trip travel tickets, and accommodation for two nights and three days. The 100 second-prize winners will also receive invitations to the event. It is scheduled to take place in Seoul next April.

Lotte Wellfood will also collaborate with YouTube to offer gifts featuring the Pepero brand. This marks the first time YouTube has launched gifts using a brand's intellectual property (IP). Pepero products, characters, hearts, and Pepero Day congratulatory messages have been brought to life as animated images, allowing consumers to enjoy a more approachable experience with the Pepero brand in digital spaces.

Various promotions tailored to local consumer preferences will also be held around the world. In Vietnam, consumer participation events, including product sampling, will be held mainly near universities, and a Pepero pop-up store is planned at Hanoi's West Lake Mall. At a major retail chain in Almaty, Kazakhstan, photo booths and other activities will be set up on Nov. 11 to create a Pepero Day atmosphere. Pepero Day marketing will also continue in various other countries and regions, including the Philippines, Thailand, Taiwan, Malaysia, Peru, Ecuador, Australia, and Germany.

A Lotte Wellfood representative said, "We have prepared various global marketing initiatives so that Pepero Day can become a day when consumers around the world celebrate together and share their feelings. We will continue to expand our engagement with global consumers through the unique brand experience that only Pepero can offer."

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