Stray Kids Named Global Ambassadors for Pepero Day Campaign

K-pop powerhouse Stray Kids has been officially selected as the global ambassadors for Lotte Wellfood’s iconic snack brand Pepero, marking a strategic move to take Korea’s cherished ‘Pepero Day’ global.

Announced on June 12, this partnership aims to promote Pepero’s core values of ‘sharing’ and ‘connection’ across international borders, leveraging Stray Kids’ explosive global appeal and strong influence among the Zalpha Generation—a cohort known for its fervent consumption of K-culture and digital content.

Since 2020, Lotte Wellfood has launched a comprehensive global marketing initiative focused on transforming Pepero Day, traditionally celebrated on November 11 in South Korea, into a universally recognized celebration. Under the campaign slogan, “Show your love with PEPERO,” now in its second year, the company hopes to encourage the global exchange of love, friendship, and gratitude through the iconic snack.

The collaboration kicks off with a visually dynamic key visual campaign featuring Stray Kids posing with Pepero sticks in hand, each member embodying their unique charm. These visuals will spearhead a wave of digital and offline marketing content leading up to Pepero Day, engaging fans worldwide.

Pepero’s international success continues to climb, with exports reaching approximately 70 billion KRW (~$52 million) in over 50 countries in 2023—a staggering 140% increase compared to 2020. The brand also made a splash in New York by establishing a pop-up experience space in Times Square’s Father Duffy Square, offering a taste of Korean culture to locals and tourists alike.

Stray Kids’ impressive credentials further amplify the collaboration. Their latest album ‘SKZHOP HIPTAPE 合 (HOP)’ earned the group their sixth consecutive No. 1 on the Billboard 200. The band is also currently on their largest world tour to date—‘dominate’—with 55 shows across 34 cities, projecting an astounding total audience of 2.2 million, potentially setting a new K-pop record for most tickets sold on a single tour.

“We’re excited to introduce Pepero and its cultural significance to the Zalpha Generation, the heart of global trend consumption, through our collaboration with Stray Kids,” a spokesperson from Lotte Wellfood stated. “We invite all fans to look forward to the diverse campaigns we have in store with our new global ambassadors.”