Pepero Day Goes Global! Stray Kids Are Making It Sweeter for Fans Worldwide

Pepero Day is getting a global K-POP makeover as Lotte Wellfood is turning November 11 into an international celebration. Stray Kids is leading its campaign to bring the beloved Korean snack tradition to fans worldwide.

The company's strategy goes beyond selling chocolate-covered biscuit sticks. It wants to introduce the tradition of exchanging Pepero as a way to show love and appreciation, using K-POP fandom to spread the word.

Stray Kids, who became Pepero's global ambassadors in May 2025, are at the center of this year's campaign. Their Pepero Day advertisement surpassed 10 million views within just six days of its release. The campaign features two versions, focusing on students and office workers, with the message "Don't hesitate on Pepero Day."

The group also took part in the celebration through music. On Sept. 10, Stray Kids released the digital single "November 11" (Sibirwol Sibiril), featuring lyrics and composition contributions from member Han. The track captures the excitement of expressing affection through Pepero gifts. According to Lotte Wellfood, this marks its first collaboration with a K-POP idol on a song released through global music platforms.

The campaign builds on the company's previous K-POP partnerships. NewJeans served as Pepero's models in 2023 and 2024 before Stray Kids took over as global ambassadors. With the change, Lotte Wellfood hopes to connect with international Gen Z and Gen Alpha audiences through the group's worldwide fandom.

The campaign is reaching far beyond Korea. Pepero advertisements are appearing in New York's Times Square for the fourth consecutive year, while promotions featuring Stray Kids are running in Vietnam, including sampling events near universities and a pop-up store in Hanoi. Other activities are taking place in the Philippines, Thailand, Taiwan, Kazakhstan, Malaysia, and several additional markets.

Fans can also participate in the global "PLAY WITH PEPERO" social media campaign by sharing photos and videos featuring the snack on Instagram. The event runs through February 5, 2027.

Meanwhile, Korean fans have plenty of new Pepero designs to choose from. This year's seasonal lineup includes 10 special packages, featuring collaborations with Stray Kids, Sanrio Characters, and popular Korean character Ganadi. The Stray Kids editions come in almond and white cookie flavors, while the Sanrio collection features Hello Kitty, Pochacco, Cinnamoroll, and Hangyodon.

The growing international interest is already reflected in sales. Pepero generated 87 billion won in overseas sales last year, a 24% increase from 2024. In the first half of 2026, overseas sales reached 53 billion won, surpassing domestic sales of 38.5 billion won.

Lotte Wellfood is now hoping to turn that momentum into something bigger. The goal is to make November 11 a date that snack lovers around the world recognize and celebrate.

With Stray Kids bringing K-POP fans into the campaign, Pepero Day might just become another Korean cultural tradition making its way onto the global calendar.