Sales reach about 241.5 billion won; overseas sales up 30%; India plant in operation; global fandom marketing draws over 2,300 applicants in 107 countries; Stray Kids named as global ambassador in major campaigns

Lotte Wellfood’s flagship brand Pepero is gaining momentum beyond Korea, with forecasts pointing to record annual sales this year. The unique Pepero Day culture in Korea is riding the K-food boom to the global market, and Korean consumer trends are taking root in international markets. Lotte Wellfood expects Pepero’s annual sales to reach about 241.5 billion won, with overseas sales up around 30% year over year to help fuel growth.

In the first half of the year, overseas sales surpassed domestic sales, signaling the brand’s rising global profile. Overseas sales reached about 32.5 billion won, while domestic sales stood at about 31.5 billion won, illustrating the shift toward a global-facing brand.

Global marketing has also evolved. Lotte Wellfood established a global ambassador program, “Pepero Agent:P,” to drive participatory marketing with a worldwide fanbase. This year, more than 2,300 applicants across 107 countries volunteered to promote Pepero and Korean culture. The company has also tapped Stray Kids as a global model, running subway wrap advertisements in Seoul and large-scale outdoor campaigns in Times Square, New York.

Domestically, premium strategies have elevated Pepero beyond a simple snack, including collaborations with Sanrio and Pokémon and the release of limited-edition merchandise to increase collectability. In major retail venues like Lotte Mart, global packaging and displays have been used to target both domestic and international consumers, aiming to broaden the brand’s reach further.

Industry observers say Pepero is evolving from a snack into a symbol of K-life lifestyle, and they credit Lotte’s proactive global strategy with strengthening both its profitability and brand image.