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Pepero

Pepero is a popular South Korean snack consisting of thin, crispy biscuit sticks coated in chocolate, manufactured by Lotte Wellfood since its launch in 1983.^[1] Inspired by similar products like Japan's Pocky, Pepero quickly became a bestseller in Korea, with annual sales reaching a record 241.5 billion KRW (about US$170 million) as of 2025, corresponding to hundreds of millions of units, and available in international markets including Southeast Asia, Europe, North America, and recently India.^[1]^[2]^[3]^[4] The snack is available in various flavors, such as original chocolate, almond, white cookie, choco cookie, and seasonal limited editions, often packaged in slim boxes that emphasize its shareable nature.^[1] Pepero holds significant cultural importance in South Korea, particularly through Pepero Day on November 11 (11/11), a tradition that emerged in the 1990s where people exchange the sticks as gifts to wish for slim figures or good fortune, turning the date into a major commercial and social event.^[1]^[5] The product's packaging has evolved over the decades, earning design accolades like the Red Dot Award in 2019 and 2022, and the iF Design Award in 2020 and 2023, reflecting its enduring appeal and innovative branding.^[1]

Introduction and History

Product Description

Pepero is a chocolate-coated biscuit stick snack produced by Lotte Wellfood, a South Korean confectionery company formerly known as Lotte Confectionery. Introduced as a flagship product in the company's snack lineup, it features thin, crispy biscuit sticks partially dipped in chocolate, offering a crunchy texture combined with a creamy coating. The snack is widely recognized in South Korea and exported globally, positioning itself as a convenient treat for on-the-go consumption or social sharing.^[6]^[7] The core ingredients of the original Pepero include wheat flour as the primary base for the biscuit, along with sugar, cocoa mass, vegetable oils (such as palm oil), lactose, and emulsifiers like soy lecithin to create the chocolate coating, which is typically milk or compound chocolate. Optional toppings, such as almonds or rice puffs in select variants, add texture and flavor variety to the base formula. These sticks are packaged in slim, rectangular boxes containing 8 to 12 pieces, designed for easy portability and portion control. Nutritionally, a standard 47g serving delivers approximately 240 kcal, with 31g of carbohydrates (including 13g of sugars), 11g of fats, 4g of protein, and 220mg of sodium, reflecting its profile as an indulgent snack high in energy from carbs and fats.^[8]^[9]^[10] Production of Pepero occurs primarily in Lotte Wellfood's factories in South Korea, involving the mixing of wheat-based dough, extrusion and baking into elongated sticks, mechanical enrobing in melted chocolate for partial coating, rapid cooling to solidify the chocolate, and automated packaging into boxes. This streamlined process ensures consistent quality and scalability for both domestic and international markets. While visually similar to the Japanese snack Pocky—leading to past trademark disputes—Lotte positions Pepero as an original Korean innovation, emphasizing its unique branding and cultural adaptations like Pepero Day celebrations.^[11]^[7]^[12]

Development and Launch

Pepero was developed by Lotte Confectionery, a South Korean company founded in 1967 and now known as Lotte Wellfood following a 2022 merger, as part of its efforts to expand in the confectionery market. The product, consisting of a thin biscuit stick coated in chocolate, was launched in April 1983, marking it as Korea's first such chocolate-dipped stick snack.^[2] Although visually similar to the Japanese snack Pocky introduced in 1966, Lotte developed Pepero independently to capitalize on the growing demand for convenient, portable treats in South Korea.^[5] The name "Pepero" derives from the Korean term "ppaeppaero," which evokes a slim or skinny appearance, reflecting the product's slender shape and bearing no connection to the spice pepper. Initial market reception was modest, with slow adoption in the years following launch due to limited promotional efforts.^[13] Popularity surged in the 1990s when middle school girls in Busan began exchanging Pepero sticks on November 11, associating the date's four "1"s with wishes to become as tall and thin as the snack, a trend that Lotte later amplified through targeted marketing starting in 1997.^[14] Lotte initiated international expansion in the 2000s, pursuing further global positioning through enhanced packaging and distribution strategies to broaden appeal beyond Korea. In July 2025, Lotte Wellfood completed its first overseas production line for Pepero in India, enabling localized manufacturing and further market penetration.^[15]^[16]

Product Variants

Flavors

Pepero's original flavor, consisting of crisp biscuit sticks coated in smooth milk chocolate, was introduced in April 1983 as the foundational product of the line.^[5]^[17] Among the permanent flavors, the Almond variant incorporates whole almond pieces embedded into the chocolate coating for added texture and nutty taste.^[18] Nude Chocolate features a chocolate-filled biscuit without outer coating. Crunky adds a crunchy cookie layer, while White Cookie and Choco Cookie offer variations with white or chocolate cookie elements.^[1] Seasonal and limited-edition flavors diversify the lineup throughout the year, such as Chestnut for autumn releases with a nutty, roasted profile and Peanut for a savory crunch. As of November 2025, recent limited releases include Matcha with a matcha-infused green coating imparting an earthy, subtle bitterness (launched June 2025); Cookies & Cream blending cookie bits into vanilla-flavored chocolate; white chocolate macadamia nut; and black and white sesame. Strawberry, with pink-tinted chocolate infused with strawberry essence, is available in select markets.^[19]^[20]^[21] Lotte Wellfood's research and development team conducts extensive taste testing to refine flavors, incorporating allergen considerations like nut-free variants for broader accessibility and regional adaptations, such as reduced sweetness in export markets to suit diverse palates.^[22] In South Korea, sales data indicates the original and Almond flavors as consistent top sellers, driving the majority of annual revenue.^[23]

Packaging and Special Editions

Pepero is packaged in slim rectangular boxes that typically contain 12 to 18 chocolate-coated biscuit sticks, with common weights ranging from 32 grams to 54 grams per individual pack, and the sticks individually wrapped in foil to preserve freshness and prevent breakage.^[19]^[24]^[25] These boxes feature a sleek, elongated design that emphasizes portability and ease of sharing, often with colorful branding highlighting the product's slim, stick-like form. Size variations cater to different consumption needs, including Mini Pepero with shorter sticks designed for single servings or snacking on the go, family packs that bundle multiple individual boxes—such as eight 32-gram packs totaling 256 grams—for group sharing, and gift sets that combine several packs in larger, decorative boxes for occasions like holidays or celebrations.^[26]^[27] These options maintain the core foil wrapping while scaling the outer box dimensions to accommodate varying quantities. Special editions enhance the product's appeal through themed packaging, such as holiday releases with festive designs like red and green motifs for Christmas, and collaborations featuring popular characters or celebrities. Notable examples include partnerships with K-pop groups like Stray Kids, where limited-edition boxes (including 2025 releases) display individual member artwork and include collectible elements, as well as tie-ins with Sanrio characters for playful, character-illustrated wrappers.^[28]^[29]^[30]^[31] These editions often bundle multiple flavors in a single set to encourage variety. Packaging has undergone updates to align with modern consumer preferences and environmental goals, transitioning from basic, minimalist designs in earlier decades to more vibrant, visually striking aesthetics in the 2010s that promote photogenic sharing on social media. In terms of sustainability, Lotte Wellfood introduced recyclable materials for Pepero packaging in the 2020s, with efforts under the Sweet ECO 2025 initiative focusing on plastic reduction through paper-based alternatives and the use of food by-product-derived eco-friendly materials by 2025.^[32]^[33]^[34]

Marketing and Promotion

Advertising Campaigns

Lotte Wellfood initiated prominent advertising efforts for Pepero in 1997, capitalizing on an emerging student tradition of exchanging the snack on November 11 to symbolize slim figures and friendship. This marked the start of full-fledged marketing that positioned Pepero as a fun, shareable treat for youth demographics.^[35] Key promotional series in the 2020s have emphasized global sharing under slogans like "Show Your Love with PEPERO," featuring K-pop idols as ambassadors to engage international audiences.^[36] For instance, in 2025, Stray Kids served as global endorsers in a multimedia campaign that included behind-the-scenes videos and interactive content promoting Pepero as a symbol of connection.^[37] Similarly, NewJeans headlined the 2024 efforts, with visuals released ahead of Pepero Day to highlight the snack's role in expressing care.^[38] These idol-driven initiatives build on earlier domestic TV spots from the late 1990s and 2000s that used celebrities to portray Pepero as an everyday indulgence for social moments.^[2] Advertising channels have diversified across TV commercials, social media challenges on platforms like Instagram and TikTok, in-store displays, and outdoor billboards, with significant budget allocation toward pre-November spikes to amplify Pepero Day visibility. Digital efforts often encourage user-generated content, such as sharing photos of Pepero exchanges, to foster community engagement among young consumers.^[39] For international markets, Lotte has adapted campaigns since 2020 to localize Pepero's appeal, particularly in the US through high-visibility placements like Times Square digital billboards.^[40] These efforts integrate K-pop elements to tap into global fanbases, positioning Pepero as a trendy import for multicultural youth.^[41]

Pepero Day

Pepero Day, observed annually on November 11, originated in 1994 when middle school girls at a school in Busan began exchanging Pepero sticks with friends, inspired by the date's resemblance to four slender sticks and wishing to become tall and thin like them.^[42] Retailers in Busan noticed the trend that year, but Lotte Wellfood, the manufacturer, began officially promoting the event in 1997 through marketing campaigns that leveraged the student-initiated custom to establish it as a national observance.^[43] The holiday's traditions center on gifting Pepero boxes to express affection, good luck, or friendship, particularly among students, colleagues, and romantic partners, often in school or office settings.^[44] Common customs include playful "Pepero games," such as the kissing challenge where two participants eat a single stick from opposite ends until only a small piece remains, testing proximity and often leading to lighthearted interactions.^[45] Lotte has further embedded these practices by releasing limited-edition packaging and flavors tied to the day, turning it into a major commercial event where sales surge dramatically—reaching approximately 83 times normal levels in the week surrounding November 11.^[46] Celebrations have spread globally through the Korean diaspora, with events in the United States and Japan where communities exchange Pepero and host themed gatherings, increasingly adopted by non-Koreans via the influence of K-culture.^[47] In the 2020s, amid the COVID-19 pandemic, traditions adapted to include virtual events like online gifting promotions and digital exchanges.^[48] In 2025, Lotte Wellfood hosted Pepero Day events in Times Square, New York, featuring performances, tastings, and photo zones to promote the culture of sharing globally.^[49]

Commercial Performance

Sales and Distribution

Pepero has established itself as the dominant product in South Korea's stick snack market, particularly within the chocolate-coated biscuit category, where it holds a leading position ahead of competitors like imported brands.^[50] By the 2020s, annual domestic and total sales exceeded 100 billion KRW, reaching a record 241.5 billion KRW in 2025, driven by consistent demand for its core variants.^[51] A significant portion of yearly sales occur around Pepero Day on November 11, underscoring the event's role in boosting volume during the fall season. In 2025, Pepero Day sales contributed to the record annual forecast, with international promotions including a celebration at Times Square in New York.^[3]^[52] Since its 1983 launch by Lotte Wellfood, Pepero's sales have grown from modest initial volumes, with cumulative sales reaching 2.15 trillion KRW by 2024 and equivalent to approximately 3.7 billion packs since launch.^[23]^[53] Post-2020, the brand recovered from pandemic disruptions through expanded e-commerce channels, contributing to overall revenue stabilization amid shifting consumer habits toward online grocery purchases.^[54] In South Korea, Pepero is widely distributed through major convenience store chains such as CU and GS25, supermarkets, and online platforms like Coupang, ensuring accessibility for impulse buys and bulk orders.^[55] Internationally, it is exported to over 50 countries, including the United States, China, Canada, the Philippines, and Russia, with growing availability in retail outlets and e-commerce sites tailored to local markets.^[23] This global reach has positioned Pepero as a key export driver for Lotte Wellfood, with overseas shipments exceeding 100 million packs in 2024 alone.^[56] Pepero faces primary competition from Japan's Pocky, which has limited penetration in the local market but influences international positioning. Export revenues rose 30% in 2024 to 70.1 billion KRW, outpacing domestic figures for the first time in mid-year results, fueled by the global K-wave phenomenon that amplifies demand for Korean snacks abroad.^[57]^[58]

Awards and Recognition

Pepero has received several prestigious design awards for its innovative packaging, particularly those tied to special editions and brand communication. In 2019, the Pepero Friends character packaging won the main prize in the Brand & Communication Design division of the German Red Dot Design Award, recognizing its creative use of illustrated characters to evoke emotional connections with consumers.^[32] Similarly, in 2020, the limited edition Pepero packaging, featuring diverse biscuit shapes and flavors as birthday-themed characters for Pepero Day, earned the main prize in the food packaging category of the German iF Design Award, highlighting its alignment with cultural trends like "proxy emotion" expression.^[32] These awards emphasize aesthetic innovation and cultural relevance, judged by international panels on criteria such as visual appeal, functionality, and market impact. For popularity and consumer recognition, Pepero was featured in the 2021 Asia Consumer Awards by Asia Business Daily, celebrating the original Choco Pepero's enduring success as a confectionery staple based on sales volume and cultural significance.^[59] This honor, determined by market performance and consumer loyalty metrics, reflects Pepero's status as a beloved Korean export, contributing to its international credibility in K-food categories. Such recognitions have bolstered Pepero's reputation for quality and innovation, aiding its expansion into over 50 countries by validating its design excellence and widespread adoption. Lotte Wellfood, through its Pepero brand, has funded several charity initiatives focused on children's welfare, including the "Sweet Home" program, which constructs community centers for underprivileged children using revenues from Pepero sales. Launched in 2010, this initiative built its ninth center in Busan in 2021, benefiting 268 children that year and over 1,300 cumulatively as of 2021.^[60] Similarly, the "Sweet School" project, started in 2020 with Pepero proceeds, develops play and educational facilities at elementary schools, such as the second site at Wontong Elementary School in 2021, supporting 1,423 students annually and more than 2,400 to date as of 2021.^[60] In community programs, Lotte Wellfood partners with orphanages and social organizations via the "Sweet Box" initiative, donating Pepero and other products since 2013 to aid vulnerable groups, reaching 723,000 beneficiaries in 2021 alone and over 5.7 million cumulatively as of 2021.^[60] These efforts extend to environmental campaigns, including eco-friendly packaging under the Sweet Eco project for limited-edition Pepero variants, promoting sustainability in production.^[61] For health and education, the company runs the "Dr. Xylitol Bus" program, providing free dental checkups and education on oral health since 2013, serving 370 children in 2021 and nearly 5,000 overall as of 2021.^[60] Additionally, the "Yummy Lab" online classes encourage balanced snacking habits among schoolchildren, while Pepero's role in exporting K-culture supports economic growth through global cultural exchange.^[60] As part of corporate social responsibility, Lotte Wellfood commits to sustainability goals, including a 20% reduction in sugar, fat, and sodium across products by 2025, evidenced by the Zero brand's low- and no-sugar variants like Zero Pepero options.^[60] The Zero line has achieved cumulative sales exceeding 100 billion KRW since 2022.^[62] Overall impact includes supporting over 748,000 beneficiaries in 2021 through these programs, with a cumulative total surpassing 6.5 million since 2010 as of 2021; Pepero Day extensions, such as product donations to UN veterans, further amplify annual giving.^[60] These initiatives continue as of 2025, with updated details available in recent sustainability reports.

Criticism and Controversies

Pepero has faced criticism for its high sugar and fat content, which health experts argue contributes to rising obesity rates in South Korea, particularly among children and adolescents. A single 47g package of original Pepero contains approximately 12g of sugar and 8g of fat, representing a significant portion of daily recommended intake for young consumers. In the 2020s, amid growing concerns over processed snacks, the Korean Ministry of Food and Drug Safety (MFDS) implemented stricter labeling requirements for foods high in added sugars, saturated fats, and sodium, including calls for front-of-pack warnings on products like Pepero to inform consumers of health risks. These measures, effective from 2024, aim to combat the national obesity rate, which reached 38% among adults by 2023, with ultra-processed snacks identified as a key factor.^[63]^[64] The commercialization of Pepero Day has drawn significant backlash, with critics viewing it as a manufactured holiday engineered by Lotte Confectionery to drive consumerism rather than foster genuine social bonds. Originating in the late 1990s but aggressively promoted by Lotte since the 2000s, the event—tied to the date 11/11 resembling Pepero sticks—has been accused of prioritizing sales over cultural value, generating over 50% of annual Pepero revenue on that day alone. In the 2010s, consumer advocacy groups and media outlets labeled it a "corporate holiday," sparking online campaigns and public discourse against excessive materialism, with some arguing it undermines traditional expressions of affection by linking them to unhealthy snacking.^[65]^[66] Debates over Pepero's originality have centered on its striking similarities to Japan's Pocky, introduced by Ezaki Glico in 1966, leading to accusations of design copying rather than cultural appropriation per se. Lotte launched Pepero in 1983, asserting it as an independent Korean innovation, but Glico filed lawsuits claiming trademark and trade dress infringement on the stick-shaped, partially chocolate-coated biscuit format. A 2015 South Korean court ruling found Lotte guilty of violating Glico's packaging design rights for a Pepero variant, ordering compensation, though U.S. courts later deemed the shape functional and unprotected. These legal battles, spanning the 2010s and 2020s, highlighted tensions in cross-border intellectual property and Lotte's claims of originality.^[67] Environmental concerns have targeted Pepero's plastic packaging, which prior to 2020 contributed to South Korea's mounting waste crisis, with Lotte identified as the top corporate plastic polluter in a 2020 environmental audit accounting for over 20% of branded litter. Single-use plastic wrappers for Pepero boxes and individual packs exacerbated marine and land pollution, drawing criticism from NGOs for insufficient recyclability amid national plastic consumption exceeding 100kg per capita annually. Labor issues have also surfaced in broader chaebol scrutiny in the 2020s. In response, Lotte introduced eco-friendly packaging reforms, such as biodegradable materials and reduced plastic by 30% in snack lines by 2023, alongside commitments in annual CSR reports to improve worker conditions and cut sugar/fat by 20% by 2025.^[68]^[69]

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Pepero Day as a corporate holiday
Nov 10, 2012 · Lotte Corporation publicizes the day by claiming that exchanging the cookies is good for building relationships. The cartoon illustrates how ...
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[PDF] Pepero Day: Creation and Evolution of a "Holiday"
Apr 24, 2015 · The chief assertion by naysayers is simply that Pepero Day was created by Lotte Confectionary as a marketing ploy to sell more products. Another ...Missing: criticism | Show results with:criticism
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Korean Court Rules that Lotte Stole Snack Design - Branding in Asia
Aug 24, 2015 · A South Korean court has ruled that Lotte Confectionary company violated the intellectual property rights of a Japanese competitors ...
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[PDF] 2023 LOTTE WELLFOOD Sustainability Report
The company has been publishing its sustainability report annually since 2020. This report describes financial and non-financial activities and performances.
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Loyal to a fault: Lotte probe exposes flaws of Korea Inc | Reuters
Aug 29, 2016 · Loyal to a fault: Lotte probe exposes flaws of Korea Inc · No.2 executive believed to have committed suicide · Deceased had been due to meet ...