Influencer squad tours Lotte stores to promote Pepero Day

Lotte Wellfood hosted influencers in Seoul in a bid to promote Pepero Day.

TikToker Topper Guild films content in front of a selection of Pepero snacks during a promotional trip organized by confectionary company Lotte Wellfood, the manufacturer of Pepero. [LOTTE WELLFOOD]

A group of tech-savvy influencers descended on Seoul to tour Lotte stores as part of a global promotional campaign for Pepero Day, Korea's hallmark holiday centered on the famous chocolate biscuit, as the brand seeks to expand its global reach.

The 10 creators, which Pepero calls the “Pepero 11 Reporter Squad,” were selected among 700 applicants from 58 countries for the fully sponsored trip in a recruitment process that took place over two weeks of September. U.S. influencer Topper Guild accompanied the group under Pepero-granted title of “Hero Ambassador.”

The squad first visited Lotte Wellfood's headquarters in Yeongdeungpo District, western Seoul, where they were briefed on Pepero's history. They then toured the Pepero section of a Lotte Mart, visited a Pepero pop-up in Seongsu-dong, eastern Seoul, and filmed YouTube Shorts challenges with Pepero mascot Pero, Lotte Wellfood said Tuesday.

Pepero's global reporters will upload content related to the snack to Pepero's Instagram account; Topper Guild, who has a combined following of around 46 million across TikTok and YouTube, will upload to his own channels.

Pepero products are displayed in front of a convenience store in Seoul on Nov. 8, 2023. [NEWS1]

An array of Pepero products on display is a common sight in Korean supermarkets in the weeks leading up to Nov. 11, a day on which the country's residents share boxes of the delicacy with their loved ones.

The date of Nov. 11 homages the long snack's resemblance to the number one. Korea's Farmer's Day also falls on Nov. 11, and the Agriculture Ministry has marketed the day as Garaetteok (long rice cake) Day for the same reason.

Ten Pepero global reporters visited Lotte Wellfood's headquarters in Yeongdeungpo District, western Seoul. [LOTTE WELLFOOD]

Lotte Wellfood exports its Pepero snack to more than 50 countries. It aims to boost its annual global Pepero sales to 300 billion won by 2028.

The confectionary company expanded its global marketing efforts to 15 countries last year from the previous 13. It plans to focus its campaigns on major importers including the United States.

This year's global campaign slogan is “Show your love with Pepero.”

BY KIM JU-YEON [kim.juyeon2@joongang.co.kr]