LOTTE Wellfood said on the 6th that its flagship brand "Pepero" is expected to post a record-high sales performance this year.
According to LOTTE Wellfood, Pepero's annual sales this year are expected to reach about 241.5 billion won. Exports, which were 70.1 billion won last year, are projected to rise about 30% to around 90 billion won.
LOTTE Wellfood has carried out a global integrated marketing campaign since 2020 to spread Pepero Day around the world. This year, it selected the popular K-pop idol group "Stray Kids" as its official global ambassador.
In Korea, it operated a "Find the Pepero hidden by Stray Kids!" event train on Seoul Subway Line No. 2. In particular, some retailers even sold out of the Stray Kids collaboration packages. A representative case was the Zetta Mart Seoul Station branch, a LOTTE Mart Zettaflex location popular with international tourists, where the packages temporarily sold out as soon as they were displayed.
Global consumer participation programs are also producing results. LOTTE Wellfood has operated "Pepero AGENT:P" since May, in which global consumers serve directly as Pepero ambassadors. As the program expanded from last year, 2,306 consumers from 107 countries applied.
Eleven finalists, selected through content missions in a tournament format over five months, visited Korea on the 2nd. Over four days and three nights, they produced content against major Seoul landmarks such as Gyeongbokgung and LOTTE World Tower and introduced the Pepero brand message of "sharing."
A LOTTE Wellfood official said, "Pepero Day is becoming established as a commemorative day enjoyed by global consumers beyond Korea," adding, "we will continue to expand consumer touchpoints in various countries and grow into a global brand."