"November 11 Global Day"... Pepero Goes to New York Times Square

Outdoor Advertising in Downtown LA, Ho Chi Minh City, Vietnam
Overseas Sales Surpass Domestic Sales in the First Half of This Year

Lotte Wellfood (formerly Lotte Confectionery) is launching a large-scale outdoor advertisement promoting Pepero Day at New York's Times Square again this year, following last year. This year, the scale has been further expanded.

Lotte Wellfood's Pepero global advertising campaign is being displayed on the streets of Times Square, New York, USA. Photo by Lotte Wellfood

Lotte Wellfood announced on the 4th that from the 21st of last month until the 11th of this month, it will showcase digital advertisements on the giant screen of the ‘TSX Broadway’ building in Times Square. This is the second Times Square advertisement following last year, and this year, the scale has been increased to focus on promoting the Pepero brand and Pepero Day at the location in Times Square where the most locals and tourists gather.

The slogan of this advertising campaign is ‘Show your love with Pepero.’ Since Pepero Day started as a way for Korean middle school girls to share friendship and has now become a representative Korean ‘Day’ culture for sharing warm feelings, the campaign encourages global consumers to use this day to express love and gratitude.

The advertisement video features ‘NewJeans,’ the ambassador of the Pepero brand, preparing for Pepero Day. The NewJeans members think of people to share their feelings with, such as family, friends, and neighbors, prepare Pepero, and happily write messages on the product packaging. Additionally, the vibrant colors representing Pepero?red, yellow, and green?are harmoniously combined to effectively showcase the brand identity.

Pepero’s outdoor brand advertisements are also being displayed around Pepero Day in downtown LA and Koreatown in the United States, as well as in Ho Chi Minh City, Vietnam, in the Asian region. Advertisements are installed in places with the highest foot traffic in each area, such as LA Koreatown Plaza shopping mall and Ho Chi Minh District 1 rotary, expected to attract local consumers and tourists.

Meanwhile, Pepero is currently exported to over 50 countries including the United States, Southeast Asia, and the Middle East. In the first half of this year, export sales reached approximately 32.5 billion KRW, surpassing domestic sales for the first time since its launch. This represents about a 30% increase compared to the same period last year. Starting from the second half of next year, Pepero’s first overseas production base, built with an investment of about 33 billion KRW at Lotte India’s Haryana factory, is scheduled to begin operations, raising expectations for further expansion of its influence overseas.

A Lotte Wellfood official said, “This year, we are conducting various promotions so that global market consumers can better understand Pepero’s core brand value of ‘sharing.’ We plan to continue launching various campaigns to nurture Pepero into a global mega brand.”