NewJeans selected as global ambassador for Pepero

Lotte Wellfood announced on Friday that it has appointed K-pop girl group NewJeans as the global ambassador for its iconic snack brand, Pepero.

Known for its thin chocolate-coated cookie sticks, Pepero has a devoted following both domestically, particularly on the annually celebrated Pepero Day on Nov. 11, and internationally.

The company is set to roll out a worldwide marketing campaign called "Say Hello with Pepero," aimed at 17 countries including the Philippines and Kazakhstan.

Starting mid-month, Lotte Wellfood will release NewJeans -produced video content across multiple media channels, including television. The campaign will also feature a NewJeans edition Pepero product and temporary pop-up stores.

This year marks the 40th anniversary of the snack's launch, which is currently available in over 50 countries, including Southeast Asian nations and the US.

According to the company, overseas sales for Pepero reached approximately 48 billion won last year. For this year, Lotte Wellfood has set an overseas sales target of 55 billion won.

This global push follows annual campaigns promoting Pepero Day, dating back to 2020, wherein friends and loved ones typically exchange the snack as a gesture of affection.

Write to Ji-Yoon Yang at yang@hankyung.com