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Pepero Day Goes Global

November 11 is Pepero Day, when people in Korea exchange chocolate-covered biscuit sticks with friends and loved ones. The date is easy to remember because the four ones in 11/11 resemble the thin snacks. This year, Lotte Wellfood is working to introduce the tradition to more overseas consumers. An October 30 report described a campaign featuring K-pop group Stray Kids, advertisements and events in different countries. Pepero advertisements are running in New York’s Times Square from October 19 to November 15. Plans also include a pop-up store with sampling events in Hanoi and photo zones in Almaty, Kazakhstan. A social media event invites people to share photos or videos of special moments with Pepero. Through these activities, the company hopes to promote both its snack and the custom of giving it.

The campaign connects food, music and gift-giving in one simple message. For someone unfamiliar with Korea, a favorite singer or a free sample may provide a first reason to notice Pepero Day. Sharing a small snack can also make a foreign tradition feel familiar. However, turning a celebration into a shopping event raises questions about spending and pressure. People may enjoy choosing gifts, while others may feel they must buy something for everyone around them. Special packaging can make a present attractive, but it can also encourage extra purchases. A thoughtful gift does not need a large budget. As Korean celebrations reach new audiences, the challenge is to keep their meaning clear while companies compete for attention and sales.

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Chat

Talk about these words from the article.

exchange / resemble / tradition / overseas / consumers / campaign / advertisements / sampling / promote / familiar / pressure / packaging / purchases / thoughtful / budget

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Discussion

1. What memories do you have of Pepero Day?

2. How would you explain Pepero Day to someone from another country?

3. What might make this celebration popular overseas?

4. How do singers and other celebrities affect what people buy?

5. When does giving gifts become a source of pressure?

6. What makes a small gift thoughtful or meaningful?

7. How do you feel about companies promoting special celebration days?

8. Which other Korean tradition would you like people overseas to experience, and why?