K-pop powerhouse and global sensation Stray Kids has just been named the official Global Ambassador for Pepero, the iconic Korean snack brand known for its chocolate-dipped biscuit sticks—and the partnership might be the sweetest one yet.
Announced on May 12, this collaboration between Lotte Wellfood and Stray Kids marks a bold step in the brand’s global marketing strategy. With the group’s explosive stage presence, genre-bending music, and fiercely loyal fanbase, Stray Kids is set to carry Pepero’s message of love and sharing to fans across the globe.
 |
| Photo Credit - @playwith_pepero |
The campaign ties into Pepero’s long-running effort to transform Pepero Day—celebrated every year on November 11—into a worldwide celebration. Since 2020, Lotte has aimed to globalize this unique Korean tradition, and now with Stray Kids on board, they're targeting the emerging Z+Alpha Generation, the digitally-native demographic known for driving K-culture trends far beyond Asia.
The campaign continues under the slogan: “Show your love with PEPERO.” This message of connection, affection, and gratitude is central to the brand’s vision. And who better to represent these values than Stray Kids, a group whose music and message have connected millions of fans across language and cultural barriers?
A newly released key visual shows each member of Stray Kids striking individual, charismatic poses with Pepero sticks in hand—offering fans a glimpse into a campaign that promises to be visually vibrant, energetic, and globally resonant. From dynamic content to fan-focused promotions, Lotte and Stray Kids are gearing up to make this year’s Pepero Day the biggest ever.
Pepero’s export numbers support this momentum. In 2024 alone, the brand reached over 50 countries and raked in approximately 70 billion KRW in exports—a 140% increase since 2020. Initiatives like last year’s pop-up experience in New York’s Times Square showed just how seriously Lotte is taking its international expansion.
With global sensation Stray Kids as their new face, Lotte Wellfood isn’t just selling snacks—they're exporting a cultural phenomenon.
And the timing couldn’t be better: Stray Kids are currently on their “dominATE” World Tour—projected to be the largest K-pop tour in history with an estimated 2.2 million fans. It’s a masterclass in global reach and fan connection. With 34 stadium concerts across 22 regions, including Latin America, North America, Japan, and Europe, the group is making sure that no STAY is left behind. From Santiago to Paris, from Mexico City to New York, and all the way to the grand finale in Rome on July 30, Stray Kids are proving—once again—that their impact is truly worldwide.
Until your Pepero arrives, watch Stray Kids play the iconic Pepero Game 📺