NewJeans appointed Pepero model by Lotte Wellfood

Lotte Wellfood has chosen the K-pop girl group NewJeans as the official global ambassador for its famous chocolate-dipped cookie stick brand, Pepero.

K-pop girl group NewJeans takes on the role of the official global ambassador for Lotte Wellfood's Pepero. [LOTTE WELLFOOD]

Lotte Wellfood has chosen the K-pop girl group NewJeans as the official global ambassador for its famous chocolate-dipped cookie stick brand, Pepero.

The company will launch its global campaign later this month to promote Pepero Day, which is commercially designated as Nov. 11 in Korea as the snacks are shaped like a bunch of number ones. The campaign will target 17 countries, including the Philippines, Hong Kong, Taiwan and Kazakhstan, to promote the popular Korean snack.

The campaign's slogan for this year is "Say Hello with Pepero," emphasizing the act of sharing Pepero sticks to convey warm messages and greetings.

Starting mid-September, Lotte Wellfood plans to release videos featuring NewJeans across various media platforms, including TV.

Additionally, the company is set to introduce special NewJeans-edition Pepero products and open pop-up stores.

Lotte Wellfood has been running global campaigns ahead of Pepero Day since 2020.

Pepero, which celebrates its 40th anniversary this year, has found its way into more than 50 countries, including southeast Asian nations and the United States, with overseas sales reaching approximately 48 billion won ($35.8 million) as of 2022. Lotte Wellfood expects that number to reach 55 billion won this year.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]