Lotte Wellfood announced on July 1 that it participated in the '2025 Summer Fancy Food Show' at New York's Javits Center from June 29 to July 1 (local time), embarking on a strategic expansion into the global market.
The Summer Fancy Food Show is the largest B2B food exhibition in North America, organized by the Specialty Food Association (SFA) of the United States. Since its inception in 1952, the show has been held annually, alternating between the East and West coasts of the U.S. It attracts over 2,600 companies worldwide, showcases around 200,000 food products, and gathers approximately 46,000 visitors, establishing itself as a cornerstone of global food trends.
At this exhibition, Lotte Wellfood presented seven key brands, including the iconic K-snack 'Pepero'. 'Pepero' was displayed with English packaging familiar to global consumers, and tasting events for the original, almond, and white cookie varieties provided direct feedback from local attendees.
In addition, Lotte Wellfood highlighted the unique allure of Korean desserts with products such as 'Sulleim' pouch ice cream, 'Gukhwa-ppang' traditional dessert bites, and 'Joy', a dessert made from 100% plant-based ingredients. Functional products like 'Xylitol' and 'Wide Awake Gum', as well as the health-oriented 'ZERO' brand and rice snack 'Sarrorol', emphasized the diversity and creativity of Lotte Wellfood's lineup.
'Pepero', in particular, has maintained strong popularity in global markets, achieving export sales of 70.1 billion won last year, marking a 30% increase from the previous year. Sales surpassed 100 million units, supported by an aggressive global marketing strategy that includes large-scale outdoor advertising in New York's Times Square to promote Korea's 'Pepero Day'. In the latter half of the year, Lotte Wellfood plans to establish a 'Pepero' production line at the Haryana plant in India, intensifying efforts to penetrate the Asian market.
A representative from Lotte Wellfood stated, "Our participation in this exhibition allowed us to showcase the charm of K-food to global consumers, including those in the United States. We will continue to drive overseas market expansion through continuous engagement and tailored strategies."
