PEPERO Day in Korea: Borrowing a National Snack to Spread Love

The "slim" holiday originated from sweet popsicles

Every year on November 11, when visiting convenience stores or large supermarkets in Korea, you will easily see colorful boxes of PEPERO branded cookies everywhere. Inside these boxes are the characteristic stick-shaped cookies, covered in delicious chocolate.

In Korea, PEPERO Day (빼빼로 데이) can be considered Valentine's Day, but it is not only for couples but for everyone - family, friends, colleagues. On this day, people will give each other PEPERO boxes with messages of love, encouragement, cheers, wishes...

In Korea, PEPERO Day is an annual occasion for people to give each other PEPERO stick sets to express their feelings.

This day originated in the mid-1990s in Yeongnam province, on November 11 - a special day with four number 1s, female students gave each other stick cakes to wish each other success in losing weight, encouraging each other to exercise and eat in moderation to have a "tall and slim" body like number 1.

Naturally, Koreans turn PEPERO Day into an occasion to express love, friendship, family affection and colleague affection in a comfortable and intimate way, using colorful boxes of cookies to convey words of love that cannot be expressed on normal days. PEPERO Day plays an important role in forming the culture of gift giving and expressing affection in Korea.

Thanks to its close association with the development of the modern Korean wave, PEPERO sticks have gradually become a national snack and the PEPERO Friends characters with many funny expressions have gradually become familiar to young people.

In 2020, PEPERO launched a set of representative characters with images representing each product flavor. To date, PEPERO has developed 10 characters and created many entertaining contents as well as corresponding gift items that are especially loved by users.

Images of some PEPERO products and the funny PEPERO.Friends characters that are popular in Korea

PEPERO brings the symbol of Korean love to Vietnam

Sweet candy boxes that inspire meaningful holidays come from the PEPERO (빼빼로) brand of LOTTE Group, present in Korea since 1983. PEPERO is loved by many users of all ages, always reaching the No. 1 position in sales volume and growth rate in Korea.

Over time, the stick boxes gradually became a part of Korean culture. PEPERO cakes have inspired many interesting cultural activities in the land of kimchi such as: PEPERO Day, PEPERO Game... Since then, they have achieved many impressive achievements such as: Best-selling Snack at Watsons in 2012 and 2015, Winning the German Red Dot Award in 2019, Winning the German iF Design Award in 2020 ^[1] , Red Dot Award in Germany in 2022 ^[2] ...

Officially appearing in Vietnam since 2019, PEPERO brings 7 "best-seller" flavors and meaningful messages about how to express love to loved ones. In 2023, PEPERO has been promoting its activities in the Vietnamese market with online and offline activities, including interactive games on social networks, outdoor advertising billboards...

In particular, from October 26 to November 12, to welcome PEPERO Day 11.11, PEPERO introduced its first pop-up store in Vietnam on the 1st floor of Van Hanh Mall, District 10, Ho Chi Minh City. Inspired by the fun space of amusement parks, PEPERO's pop-up store is designed with outstanding colors, many unique play areas and experiences, offering attractive gifts and exclusive promotions.

The pop-up store is the highlight of PEPERO's multi-platform brand promotion activities in 2023.

A representative of Lotte Wellfood, the owner of the PEPERO brand, shared: “PEPERO cakes are a symbolic snack, a gesture of love, and the inspiration for PEPERO Day in Korean culture. In 2023, PEPERO will promote its brand image, products, and Korean culture more strongly through interesting user outreach activities. PEPERO Pop-up Store is the first step for us to get closer to Vietnamese customers, while inspiring everyone to show love and care in their daily lives.”

Kicking off with a series of activities on social networks and a pop-up store taking place for 3 weeks at Van Hanh Mall, PEPERO promises to bring Korean snacks and Korean culture closer to Vietnamese users in the near future.

PEPERO is a snack brand under Lotte Group - one of the largest corporations in Korea. Present in the Vietnamese market since 2019, PEPERO offers 7 typical stick flavors and culinary experiences associated with Korean culture. In the coming time, the brand will strengthen its presence in Vietnam through online and offline promotional activities to get closer to Vietnamese users.

Vietnam.vn