Lotte Wellfood teamed up with K-pop group Stray Kids on a new digital single as it seeks to turn Pepero Day into a global cultural event.
The track, titled “November 11,” was released on music platforms worldwide at 1 p.m. Korea time Thursday. The collaboration was designed to introduce overseas consumers to the Korean custom of exchanging the stick-shaped snack on Nov. 11.
Stray Kids member Han wrote and composed the song, which pairs an upbeat band sound with lyrics expressing the excitement of showing affection through Pepero. Lotte Wellfood said the track reflects the brand’s emphasis on warmth and sharing.
The company appointed Stray Kids as Pepero’s global ambassador in May 2025 and renewed the partnership in April.
Lotte Wellfood has rapidly expanded its overseas Pepero Day campaign, increasing participating markets from 15 in 2024 to 35 last year. Pepero exports rose about 25 percent to 87 billion won ($65 million) in 2025 from 70 billion won a year earlier.
To mark the song’s release, the company is running a social media event offering prizes to participants who upload proof that they streamed the track. A teaser for this year’s global Pepero Day campaign, featuring the new song, will be released Friday.
“Through our collaboration with Stray Kids, we hope to share Pepero’s values of warmth and sharing with consumers around the world,” a Lotte Wellfood official said. “We will continue showcasing distinctive elements of Korean culture through global marketing and establish Pepero as a leading K-culture brand.”
yejinlim@heraldcorp.com
