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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Fans Also Ask
What is Lotte Wellfood known for?
Lotte Wellfood is best known for Korean snack staples such as Pepero, Ghana chocolate, Xylitol gum, Koala's March, and Anytime candy. The company has been a major force in Korean confectionery since 1967 and now uses the Lotte Wellfood name across its broader food portfolio.
When did Lotte Confectionery become Lotte Wellfood?
Lotte Confectionery changed its name to Lotte Wellfood in March 2023, following the merger with Lotte Foods in 2022. The rename was designed to reflect a wider push beyond classic confectionery into a broader health, wellness, and lifestyle food identity.
Which K-pop artists have worked with Lotte Wellfood?
Lotte Wellfood used NewJeans as global ambassadors for Pepero in 2023, then brought in Stray Kids for the next major global Pepero push in 2025. Those partnerships helped turn a legacy snack brand into a recurring K-pop marketing platform with real international reach.
What is Pepero Day?
Pepero Day is held every November 11, with the date chosen because the snack sticks resemble the number one. The event has become one of South Korea's biggest branded snack occasions, driving sales spikes, gift campaigns, and major idol-fronted promotions for Lotte Wellfood.
When was Lotte Wellfood founded?
The company traces its roots to 1967, when it launched as Lotte Confectionery in Seoul. It kept that name for decades before rebranding to Lotte Wellfood in 2023, preserving its confectionery heritage while widening the company's public identity.
