Main message: “Share love with Pepero”; features Stray Kids as global ambassador

Lotte Wellfood announced on October 29 that as Pepero Day approaches on November 11, it will roll out a global integrated marketing campaign across key cities including New York, Los Angeles, Hanoi, and Seoul. The campaign’s central theme is “Share love with Pepero,” inviting people to share their hearts with loved ones on Pepero Day. Notably, the campaign’s key visual features Stray Kids, the global ambassador for Pepero.

In New York City, digital ads will run on the giant TSX Broadway building’s screens until November 16, reaching a high flow of pedestrians. Lotte Wellfood has been broadcasting Pepero ads on Times Square for three years to reinforce its presence as a global brand. On Pepero Day itself, an offline event will be held at the center of Times Square, Father Duffy Square, with a photo zone and an event zone.

In Los Angeles, digital outdoor ads will run in the downtown area at The Twins building and near Koreatown through November 24. In Hanoi, Vietnam, hands-on events will be held from November 2 to 16 at Lotte Mall Westlake Hanoi’s main atrium on the first floor, featuring photo zones and game zones. Domestically, outdoor ads will appear at four large digital billboards near Hongdae, as well as at Seongsu and Gangnam stations across 55 major subway stations in Seoul. An interactive event titled “Find the Stray Kids hidden Pepero” is also taking place on Seoul Subway Line 2.

A Lotte Wellfood spokesperson said the campaign aims to help global consumers naturally recognize November 11 as Pepero Day by offering diverse brand experiences and that the company will continue to strengthen brand activities based on major hubs to establish Pepero Day as a global celebration.