[News Space=Reporter seungwon lee] Lotte Welfood (formerly Lotte Confectionery) will be running a large-scale outdoor advertisement to promote Pepero Day in Times Square, New York, this year, following last year. This year, the scale has been further expanded.

Lotte Welfood announced on the 4th that it will be showing digital advertisements on the giant screen of the 'TSX Broadway' building located in Times Square, New York, USA from the 21st of last month to the 11th of this month. This is the second Times Square advertisement following last year, and this year, the scale has been further expanded and capabilities are being focused on promoting the Pepero brand and Pepero Day in the location where the most locals and tourists gather within Times Square.

The slogan for this advertising campaign is 'Show your love with Pepero.' As Pepero Day began as a time for friendship among middle school girls in Korea and has continued as a representative Korean 'Day' culture for sharing warm hearts, the campaign also aims to encourage global consumers to use this day to express their love and gratitude.

The commercial video shows the Pepero brand ambassadors, 'NewJeans', preparing for Pepero Day. The NewJeans members prepare Pepero while thinking of people they want to express their feelings to, such as family, friends, and neighbors, and they also write messages on the outside of the products with happy expressions. In addition, the colorful colors of Pepero, such as red, yellow, and green, effectively reveal the brand identity.

Pepero's brand outdoor advertisements are being shown in downtown LA and Koreatown in the US, and in Ho Chi Minh City, Vietnam, around Pepero Day. It is expected that the advertisements will be installed in places with the highest floating population in each region, such as the LA Koreatown Plaza shopping mall and the Ho Chi Minh City District 1 rotary, to attract local consumers and tourists.

Meanwhile, Pepero is currently being exported to about 50 countries, including the US, Southeast Asia, and the Middle East. In the first half of this year, export sales reached about 32.5 billion won, surpassing domestic sales for the first time since its launch. This is an increase of about 30% compared to the same period last year. Starting in the second half of next year, Pepero’s first overseas production base, built with an investment of about 33 billion won in Lotte India’s Haryana factory, is scheduled to be put into operation, so its influence overseas is expected to expand even further.

A Lotte Welfood official said, “This year, we are carrying out various promotions so that global market consumers can better understand Pepero’s core brand value of ‘sharing,’” and “We plan to carry out various campaigns in the future to foster Pepero as a global mega brand.”