Lotte Wellfood Co. made waves in the snack industry by announcing NewJeans as the latest brand ambassador for the internationally adored snack, Pepero. On September 1, fans got a sneak peek of the much-anticipated NewJeans x Pepero campaign. Set to launch in 17 countries, the collaboration will coincide with the celebration of Pepero Day on November 11.
NewJeans x Pepero#뉴진스 #빼빼로 #ペペロ pic.twitter.com/pIUDbLCSAD
— NewJeans Loops 🐇 (@newjeans_loop) August 31, 2023
For those unfamiliar with this particular South Korean tradition, Pepero Day is like Valentine’s Day. Celebrated annually, it’s a day where couples, friends, and even strangers exchange treats, with Pepero being the star of the show. While Valentine’s Day is also observed, this holiday has a special place in the hearts of many. The choice of November 11 as the date is no accident. The date, 11/11, resembles the snack’s sticks. Some have suggested that to become as slim as the sticks, one should consume 11 packets at 11:11 AM and 11:11 PM, all within 11 seconds.
The origins of Pepero Day
The origins of Pepero Day are quite mysterious. A popular tale attributes the day’s popularity to two middle school girls who exchanged boxes of the snack hoping to become tall and slender, much like the treat. Embracing this narrative, Lotte began promoting Pepero Day in 1997. Their efforts bore fruit as, from 2012 onwards, they reported making 50% of their annual sales on this day.
Lotte Wellfood selected NewJeans as a Pepero model ahead of Pepero Day on November 11th.
This is interpreted as an attempt to target the global market through collaboration with NewJeans, which is emerging as a trend beyond Korea and abroad.#뉴진스 #빼빼로 pic.twitter.com/ZhOBmDgwen
— NewJeans Loops 🐇 (@newjeans_loop) August 31, 2023
In the midst of this rich tradition, the collaboration between NewJeans and Pepero is generating immense excitement. A TV commercial featuring the girl group is set for a mid-September release. Moreover, there’s buzz about a pop-up store and special edition merchandise in the pipeline. This collaboration marks a significant milestone. It’s the first time in a while that the brand partnered with a K-pop idol group, the last being EXO-K from 2014 to 2017.
With the fusion of pop culture and tradition, this collaboration promises to be a treat for the girls’ fans and the general public alike. – K-Pop News Writer
Featured Image: This is NewJeans’ latest in a long line of collabs. Source: Twitter/@newjeans_loop.
