Adding Tradition to Pepero for a Special K-Souvenir
Lotte Mart Operates Limited Channel for Foreigners' Specialty Stores
"Global Marketing Kickoff to Establish Pepero Day"
Lotte Wellfood (formerly Lotte Confectionery) announced on the 24th that it will introduce two types of the 'Pepero Landmark Edition' for foreign tourists visiting Korea. This K-souvenir features Pepero, which has global recognition, designed with representative Korean images to make traveling in Korea more special.
The Pepero Landmark Edition comes in two types. Type 1 features Korean aesthetics by incorporating images of the Ilwol Obongdo (日月五峯圖), Gwanghwamun, and King Sejong on the front package. Ilwol Obongdo is a folding screen painted with five mountain peaks, the sun, the moon, and pine trees, which was placed behind the throne in the main hall of Joseon Dynasty palaces.
The Korean phrase ‘ㄷ ㅐ ㅎ ㅏ ㄴ ㅁ ㅣ ㄴ ㄱ ㅜ ㄱ’ is also arranged to emphasize that it is a Korean product. Type 2 has a design inspired by traditional Korean mother-of-pearl lacquerware, featuring Gwanghwamun and dancheong floral patterns to convey sophistication. The back design introduces the contents of the six Pepero varieties included in the set (Original, Almond, Choco Field, Choco Cookie, Crunky, White Cookie).
The 'Pepero Landmark Edition,' perfect for customers looking for Korean-style gifts, will be sold through channels frequented by foreign tourists, such as Lotte Mart’s foreigner-specialized stores, convenience stores in airports, duty-free shops, and souvenir shops.
Meanwhile, Lotte Pepero, which has surpassed 200 billion KRW in brand sales in the global market, has been conducting integrated global marketing with the same slogan domestically and internationally since 2020. In January, it selected India as its first overseas production base and decided to invest 2.1 billion rupees (approximately 33 billion KRW) in new facilities at the Haryana factory of its local subsidiary, LOTTE India, to produce Pepero locally. Leveraging the strong brand power of Lotte Pepero, the company plans to accelerate enhancing the Lotte brand’s presence and expanding overseas sales in the global market.
A Lotte Wellfood official said, “We have launched the Pepero Landmark Edition, which adds Korea’s unique beauty to the representative Korean snack Pepero as a souvenir that enhances the tourism competitiveness of countries and cities. We will also actively promote Pepero Day culture so that people around the world can enjoy it together.”
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