Brand
Lotte Wellfood
Lotte Wellfood (롯데웰푸드), formerly Lotte Confectionery, is South Korea's leading confectionery company and the third-largest chewing gum manufacturer worldwide. Founded in 1967 by Shin Kyuk-ho as a subsidiary of the Lotte Group, the company built its reputation on iconic products including Pepero, Ghana Chocolate, Koala's March, and Xylitol Gum.
The company rebranded to Lotte Wellfood in 2023 to reflect expanded focus beyond confectionery into wellness-oriented food products. Its headquarters remain in Seoul, with manufacturing facilities across Korea, China, India, Belgium, Russia, and Pakistan.
Lotte Wellfood has embraced K-pop marketing with major ambassador partnerships. In September 2023, NewJeans became global ambassadors for Pepero, fronting U.S. mass-market campaigns and digital content that introduced the brand to international audiences. In May 2025, Stray Kids took over as global ambassadors, launching limited-edition Pepero packaging and expanding Pepero Day celebrations worldwide. The November 11 (11/11) celebration, inspired by the stick-shaped treats resembling the number one, drives significant annual revenue and has spread from Korea across East Asia.
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2025
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Fans Also Ask
What is Pepero?
Pepero is South Korea's most iconic snack: thin chocolate-dipped biscuit sticks produced by Lotte Wellfood. First launched in 1983, the brand has expanded into dozens of flavors and is sold in over 50 countries. It became even more famous globally through Pepero Day, observed every November 11.
Who is Lotte Wellfood's K-pop ambassador?
Stray Kids was named Lotte Wellfood's global Pepero ambassador in May 2025. The collaboration produced extensive campaign imagery and limited-edition packaging featuring the eight-member JYP group. Previous Pepero ambassadors include other major K-pop acts.
What is Pepero Day?
Pepero Day is observed on November 11 (11/11) in South Korea, when friends and couples exchange Pepero sticks as gifts. The date was chosen because the sticks resemble the number 1. The holiday drives significant annual revenue for Lotte Wellfood and has spread across East Asia.
What brands does Lotte Wellfood produce?
Lotte Wellfood produces Pepero, Koala's March (cream-filled biscuits), Ghana Chocolate, ABC Chocolate, Xylitol Gum, and Chum Churum soju. The company also owns Havmor Ice Cream in India and operates internationally under the wider Lotte Group conglomerate.
When was Lotte Wellfood founded and what changed?
Lotte Wellfood was founded in 1967 as Lotte Confectionery. The company rebranded to Lotte Wellfood in 2023 to reflect its expanded focus beyond confectionery into wellness-oriented food products. It is a wholly owned subsidiary of the Lotte Group.
