Lotte Wellfood says Stray Kids Pepero ad tops 10 million views in six days
In short
Lotte Wellfood said on Oct. 7 that its Pepero Day advertisement featuring K-pop group Stray Kids passed 10 million cumulative views six days after release. The campaign, whose tagline is “Don’t hesitate on Pepero Day”, comprises two films, one with a student and one with an office worker, and includes a digital single written and composed by Stray Kids member HAN. Lotte Wellfood said it will follow with outdoor advertising, dedicated Pepero Day packaging and sales promotions.
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Lotte Wellfood said on Oct. 7 that an advertisement for its Pepero snack featuring the K-pop group Stray Kids, its global ambassador, passed 10 million cumulative views six days after it was released. The company made the advertisement in two versions, one centred on a student and one on an office worker, ahead of Pepero Day on Nov. 11. According to Seoul Economic Daily, this year’s campaign carries the message “Don’t hesitate on Pepero Day”. [ 1 , 2 , 3 ]
In the videos, Stray Kids members appear as characters who read the minds of people hesitating to give a gift and share Pepero with them, Yonhap reported. Seoul Economic Daily said the videos use major Seoul landmarks, including Gyeongbokgung Palace and Cheonggyecheon, as backdrops, with a focus on introducing Pepero Day culture to overseas consumers, and are being released through television, social media and video streaming services. The advertisement includes a digital single titled “November 11”, written and composed by Stray Kids member HAN. [ 1 , 3 ]
Lotte Wellfood and Stray Kids signed a Pepero global ambassador contract in May last year, according to both Yonhap and Seoul Economic Daily. The company says its Pepero Day global campaign ran in 15 regions in 2024 and expanded to 35 regions last year. It also says Pepero exports last year came to about 87 billion won, roughly 25 percent more than the previous year. [ 1 , 3 ]
The company said it will continue global marketing after the advertisement’s release, including outdoor advertising, the launch of Pepero Day-only packages and promotional events at points of sale, Yonhap reported. A Lotte Wellfood official said the company hopes the advertisement gives more people a chance to share their feelings, and that it will keep presenting marketing activities that domestic and overseas consumers can relate to, according to Seoul Economic Daily. [ 1 , 3 ]
Why it matters
The campaign is part of Lotte Wellfood’s push to sell Pepero overseas, where the company says its Pepero Day marketing has expanded from 15 regions in 2024 to 35 last year. The documents present the view count as evidence that a K-pop ambassador helps carry a Korean retail occasion to foreign consumers, and the company says more marketing is planned through Pepero Day on Nov. 11.
Key facts
- Lotte Wellfood said the Pepero advertisement featuring Stray Kids exceeded 10 million cumulative views six days after it was released. [ 1 , 2 , 3 ]
- The advertisement was made in two versions, one centred on a student and one on an office worker. [ 1 , 3 ]
- Stray Kids member HAN wrote and composed a digital single titled “November 11” that is used in the advertisement. [ 1 , 3 ]
- Lotte Wellfood and Stray Kids signed a Pepero global ambassador contract in May last year, according to the company. [ 1 , 3 ]
- The company says its Pepero Day global campaign ran in 15 regions in 2024 and 35 regions last year. [ 1 , 3 ]
- Lotte Wellfood says Pepero exports last year were about 87 billion won, up about 25 percent from the previous year. [ 1 , 3 ]
- The company said it plans outdoor advertising, Pepero Day-only packages and sales promotions, starting with the advertisement. [ 1 , 3 ]
Confirmed by several sources
- Lotte Wellfood said the Pepero advertisement featuring Stray Kids surpassed 10 million cumulative views six days after release. [ 1 , 2 , 3 ]
- Lotte Wellfood and Stray Kids have held a Pepero global ambassador contract since May last year. [ 1 , 3 ]
- Stray Kids member HAN wrote and composed the digital single “November 11” for the campaign. [ 1 , 3 ]
- Lotte Wellfood plans to continue global Pepero Day marketing, including outdoor advertising and dedicated packaging. [ 1 , 3 ]
Still unclear
- Which platforms or channels the 10 million cumulative views were counted on. The documents give a total figure of 10 million views but do not say whether it covers one platform or several, or name the platforms.
- Whether the advertisement is being shown only in Korea or in overseas markets as well. One document says the ad is being released through TV, social media and streaming services, but none states the countries or markets where it is running.
What local media are saying
Timeline, local time
- Yonhap reports Lotte Wellfood’s statement that the Stray Kids Pepero advertisement passed 10 million views in six days. [ 1 ]
- Newsis publishes its report on the advertisement passing 10 million views. [ 2 ]
- Seoul Economic Daily publishes its report, adding campaign details, Seoul filming locations and the company’s marketing plans. [ 3 ]