Lotte Wellfood has unveiled its first collaborative product since appointing the globally renowned K-pop group Stray Kids as its official global ambassador. The partnership, announced in May, marks the debut of a special collaboration designed to fuse Stray Kids’ unique concept and powerful music style with the Pepero brand, promoting the value of sharing and generosity worldwide.
Since 2020, Lotte Wellfood has been actively expanding the scope of the Pepero Day holiday into a global celebration through comprehensive international marketing campaigns. This year, the company has targeted the global Z-generation—avid consumers of K-pop and Korean culture—with the campaign slogan “Show your love with PEPERO,” emphasizing themes of love, friendship, and gratitude through Pepero.
Recently, Lotte Wellfood introduced a limited-edition Pepero package developed in collaboration with Stray Kids. This marks the group's first official co-branding since becoming Pepero ambassadors. The product is available domestically, with plans to release a global version tailored for international fans.
The ‘Pepero x Stray Kids’ collaboration consists of 28 different product variants. Each features eye-catching packaging with individual member photos and handwritten signatures, transforming the snack into a collectible item. The packaging designs incorporate ‘pair’ motifs for the major flavors—chocolate, almond, and crunch—where two products placed side by side complete a heart-shaped pose, offering fans an engaging visual experience.
Additionally, there is a hexagonal case version displaying a group shot of the members, allowing fans to feel even closer to the group. Pepero has experienced remarkable international growth, exporting to over 50 countries last year and generating approximately 70 billion KRW in overseas sales. Since its global marketing campaign launch in 2020, exports have increased by over 140%. In November of the previous year, the brand even established a pop-up experience space at Father Duffy Square in Times Square, New York, to promote Korea’s iconic Pepero Day to international visitors.
This collaboration signifies a strategic step in expanding Pepero’s global footprint. Meanwhile, Stray Kids continues to solidify their position as a leading K-pop group, having topped the Billboard 200 chart with their recent album “SKZHOP HIPTAPE,” and efficiently attracting a combined audience of 2.2 million during their extensive worldwide ‘dominATE’ tour across 34 regions with 55 performances.
“The collaboration reflects the warmth of sharing and love inherent in Pepero, fused with the individuality of Stray Kids members, resulting in a more meaningful and heartfelt package," said an official from Lotte Wellfood. "We look forward to your continued interest in Pepero and Stray Kids’ upcoming activities.”
