Lotte Wellfood promotes Pepero Day with Times Square billboard

(Lotte Wellfood)

Lotte Wellfood, a South Korean confectionary company, is once again promoting Pepero Day with a large digital billboard ad in New York’s Times Square. Following last year’s successful campaign, this year’s ad, launched on October 21 and running through November 11 on the massive screen at the TSX Broadway building, aims to capture the attention of locals and tourists in one of the busiest spots in the city.

With the slogan “Show your love with Pepero,” the campaign features NewJeans, Pepero’s brand ambassador, showcasing moments of preparing Pepero for loved ones. The video shows NewJeans members thoughtfully preparing Pepero, writing heartfelt messages on the packaging for family, friends, and neighbors.

Beyond Times Square, Pepero ads have also been displayed in high-traffic areas in Los Angeles and Ho Chi Minh City as Pepero Day on November 11 approaches. Notably, locations include LA’s Koreatown Plaza and a central roundabout in District 1, Ho Chi Minh City, where they are expected to draw attention from local residents and tourists alike.

Currently exported to around 50 countries, including the U.S., Southeast Asia, and the Middle East, Pepero achieved overseas sales of about $23.6 million won in the first half of 2024, surpassing its domestic revenue for the first time.