Lotte Wellfood lit up Manhattan, turning New York into Pepero Day with a festival titled “Welcome to K-Sweet Holiday” at Father Duffy Square in Times Square on November 11 (local time). The company said the event was a success on November 12.

The festival was designed to expand Korea’s Pepero Day into a global sharing culture that people around the world could enjoy. This year’s global campaign centers on the message “Show your love with Pepero,” aiming to extend the day into a global celebration of love, friendship, and gratitude, the company said.

Even in subfreezing weather, tens of thousands of attendees gathered at Times Square, signaling strong interest in the brand. A large visual installation featuring Stray Kids, the group’s global ambassador, was set up to attract fans.

A sampling zone distributed Pepero products and leaflets, and a two-meter-tall Pepero package sculpture, along with a “Pepero” character and life-size Stray Kids figures, created a photogenic lineup for visitors.

An oversized OX quiz about Korean culture drew huge crowds. Additionally, activities including calligraphy where participants wrote English names in Korean, K-Pop dance performances, and Random Play Dance boosted the festival’s energy.

Lotte Wellfood also staged pop-up stores and outdoor ads not only in New York but also in Los Angeles, Vietnam, Taiwan, Malaysia, the Philippines, and Thailand. In Korea, a subway event in Seoul featuring “Stray Kids Hide Pepero” drew about 10,000 participants.

This year’s Pepero campaign video has racked up 150 million views. The festival in Times Square was designed to let global consumers experience Korea’s sharing culture and to expand the global campaign around Pepero Day, with the aim of positioning Pepero as a global megabrand that represents K-Culture.