Pepero (Korean name: 빼빼로, English name:

chocolate Chocolate is a food made from roasted and ground cacao seed kernels that is available as a liquid, solid, or paste, either on its own or as a flavoring agent in other foods. Cacao has been consumed in some form since at least the Olmec ci ...

-covered

pretzel A pretzel (), from German pronunciation, standard german: Breze(l) ( and French / Alsatian: ''Bretzel'') is a type of baked bread made from dough that is commonly shaped into a knot. The traditional pretzel shape is a distinctive symmetrical f ...

stick) is a thin

cookie A cookie is a baked or cooked snack or dessert that is typically small, flat and sweet. It usually contains flour, sugar, egg, and some type of oil, fat, or butter. It may include other ingredients such as raisins, oats, chocolate chips, nu ...

stick with

compound chocolate Compound chocolate is a product made from a combination of cocoa, vegetable fat and sweeteners. It is used as a lower-cost alternative to true chocolate, as it uses less-expensive hard vegetable fats such as coconut oil or palm kernel oil in pl ...

dipped in the outer layer. Pepero is manufactured by Lotte Confectionery Corporation in

South Korea South Korea, officially the Republic of Korea (ROK), is a country in East Asia, constituting the southern part of the Korea, Korean Peninsula and sharing a Korean Demilitarized Zone, land border with North Korea. Its western border is formed ...

since 1983.

Cocoa mass Chocolate liquor (cocoa liquor) is pure cocoa mass (cocoa paste) in solid or semi-solid form. Like the cocoa beans (nibs) from which it is produced, it contains both cocoa solids and cocoa butter in roughly equal proportion. It is produced f ...

and

flour Flour is a powder made by grinding raw grains, roots, beans, nuts, or seeds. Flours are used to make many different foods. Cereal flour, particularly wheat flour, is the main ingredient of bread, which is a staple food for many cul ...

are the key components to make a package of Pepero. It is exported to about 64 countries worldwide and especially popular in Singapore, Malaysia, and Philippines. Pepero has been awarded numerous times in sales and designs.

Flavors

As of 2021, Pepero is manufactured in several flavors: * Chocolate (Original) *

Strawberry The garden strawberry (or simply strawberry; ''Fragaria × ananassa'') is a widely grown hybrid species of the genus '' Fragaria'', collectively known as the strawberries, which are cultivated worldwide for their fruit. The fruit is widely ap ...

Almond The almond (''Prunus amygdalus'', syn. ''Prunus dulcis'') is a species of tree native to Iran and surrounding countries, including the Levant. The almond is also the name of the edible and widely cultivated seed of this tree. Within the genu ...

(coated with chocolate) * Nude (chocolate in the center with a biscuit coating on the outside; the other way around from an original chocolate pepero) * Nude Green Tea * White Chocolate Cookie * Black Chocolate Cookie *

Tiramisu Tiramisu ( it, tiramisù , from , "pick me up" or "cheer me up") is a coffee-flavoured Italian dessert. It is made of ladyfingers (savoiardi) dipped in coffee, layered with a whipped mixture of eggs, sugar, and mascarpone cheese, flavoured w ...

Cheese *

Melon A melon is any of various plants of the family Cucurbitaceae with sweet, edible, and fleshy fruit. The word "melon" can refer to either the plant or specifically to the fruit. Botanically, a melon is a kind of berry, specifically a "pepo". T ...

Peanut The peanut (''Arachis hypogaea''), also known as the groundnut, goober (US), pindar (US) or monkey nut (UK), is a legume crop grown mainly for its edible seeds. It is widely grown in the tropics and subtropics, important to both small an ...

* Double "Dip" White Chocolate (Two coatings instead of one) * Double "Dip" Black Chocolate *

Blueberry Blueberries are a widely distributed and widespread group of perennial flowering plants with blue or purple berries. They are classified in the section ''Cyanococcus'' within the genus '' Vaccinium''. ''Vaccinium'' also includes cranberries ...

Yogurt *

Cherry A cherry is the fruit of many plants of the genus ''Prunus'', and is a fleshy drupe (stone fruit). Commercial cherries are obtained from cultivars of several species, such as the sweet ''Prunus avium'' and the sour '' Prunus cerasus''. The n ...

double dip * Mint choco *

Sweet potatoes The sweet potato or sweetpotato ('' Ipomoea batatas'') is a dicotyledonous plant that belongs to the bindweed or morning glory family, Convolvulaceae. Its large, starchy, sweet-tasting tuberous roots are used as a root vegetable. The young sho ...

Green tea Green tea is a type of tea that is made from '' Camellia sinensis'' leaves and buds that have not undergone the same withering and oxidation process which is used to make oolong teas and black teas. Green tea originated in China, and since th ...

Cheddar Cheese Cheddar cheese (or simply cheddar) is a natural cheese that is relatively hard, off-white (or orange if colourings such as annatto are added), and sometimes sharp-tasting. Cheddar originates from the English village of Cheddar in Somerset. Che ...

Cream Cheese Cream cheese is a soft, usually mild-tasting fresh cheese made from milk and cream.Oxford English Dictionary Stabilizers such as carob bean gum and carrageenan are often added in industrial production. The U.S. Food and Drug Administration de ...

*Calamansi Yougurt * Yakult Yoghurt *

double dip * Nude Cheddar cheese * Dark chocolate (original) * Peanut Butter * Latte *

Coconut The coconut tree (''Cocos nucifera'') is a member of the palm tree family (Arecaceae) and the only living species of the genus ''Cocos''. The term "coconut" (or the archaic "cocoanut") can refer to the whole coconut palm, the seed, or the f ...

Chocolate *Skinny Cacao *Choco Cookie *

Pretzel A pretzel (), from German pronunciation, standard german: Breze(l) ( and French / Alsatian: ''Bretzel'') is a type of baked bread made from dough that is commonly shaped into a knot. The traditional pretzel shape is a distinctive symmetrical f ...

*Crunky *Pig Bar Lotte also released a new version of Pepero, Pepero skinny, which is thinner and is "more crispy."

Marketing

The most prominent marketing strategy that Lotte Confectionery Corporation implements is held annually on November 11. The marketing strategy company takes improves every year. Due to the

COVID-19 Coronavirus disease 2019 (COVID-19) is a contagious disease caused by a virus, the severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2). The first known case was identified in Wuhan, China, in December 2019. The disease quick ...

, sales have been difficult. Hence, the company made an adjustment in marketing by live broadcast and delivery. Lotte Confectionery Corporation launched an exotic ice cream ‘Pepero-bar’ in limited time. Ice cream ‘Pepero-bar’ has used the originality feature of Pepero by covering with

almond The almond (''Prunus amygdalus'', syn. ''Prunus dulcis'') is a species of tree native to Iran and surrounding countries, including the Levant. The almond is also the name of the edible and widely cultivated seed of this tree. Within the genu ...

and displaying “Pepero friends” character as packaging to attract consumers.

Sales

About 60% of the annual Pepero sales occur around Pepero Day, which is held on November 11. Pepero sales have reached a record high of about 1.1 trillion won in terms of supply prices until 2016. Pepero has successfully settled in the market by advertising Pepero Day. On average, Pepero's daily sales on Pepero Day are about 84 times higher than usual. Lotte Confectionery Corporation actively participates in social contribution with its profits on Pepero since the sales increase every year. The major export regions such as Singapore, China, Russia, and the United States play a big stake in Pepero's sales.

Awards

* Watsons Best Selling Snack Award- 2012 * Watsons Best Selling Biscuit Award- 2014 * Watsons Best Selling Korean Biscuit Award- 2015 * Germany's Red Dot Design Award- 2019 * Germany's iF Design Award- 2020

Social Contribution

The company donates Pepero to needy neighbors and social organizations. With its record sales and profits, Lotte contributes to establish the local children’s center.

Criticism

Pepero has been criticized for copying

Pocky is a Japanese sweet snack food produced by the Ezaki Glico food company. Pocky was first sold in 1966, and was invented by Yoshiaki Koma. It consists of coated biscuit sticks. It was named after the Japanese onomatopoeic word , which is suppos ...

, which has been manufactured by Japan's

Ezaki Glico , commonly known as just Glico, is a Japanese multinational food processing company headquartered in Nishiyodogawa-ku, Osaka. It does business across 30 countries, in North America, Asia-Pacific and Europe. Overview Ezaki Glico's primar ...

Company since 1966. Lotte denies that it was inspired by the product. The Pocky product was introduced over 17 years before in the market. Ezaki Glico’s Pocky and Lotte Confectionery’s Pepero have a long history and known as rival companies in chocolate-covered stick (pretzel). Since the content of Pocky and Pepero is the same, it is difficult to distinguish the difference between the two products. Ezaki Glico filed a lawsuit against Lotte Confectionery about the trademark, and the shape of the originality of Pocky since Pocky has entered the United States market before Lotte Confectionery’s Pepero. Lotte Confectionery could design partially chocolate-based snacks in a different shape from Pocky. However, the court saw that only this factor could not offset the functionality of Pocky's design. Lotte Confectionery Corporation won the case because the judge concluded that Pocky’s product appearance cannot be protected by trade dress due to its functionality. In 2014, Glico sued Lotte which allegedly copied packaging box design of Glico's Baton d'or exclusive series of Pocky and Pretz for Lotte's new product Premier Pepero. On 14 August 2015, Seoul district court ruled that Lotte stole the box design of Glico's products and the ruling is expected to force Lotte to halt its sales of the product and dispose of the existing stock. On July 10, 2015, Glico filed a lawsuit in the U.S. District Court against Lotte USA for infringing on the trademarks of Pocky. Glico had registered the Pocky's three-dimensional trademarks prior to the launch of Pepero in the U.S. Pocky-Sticks

Pepero Day

The date is set to

November 11 Events Pre-1600 * 308 – At Carnuntum, Emperor ''emeritus'' Diocletian confers with Galerius, ''Augustus'' of the East, and Maximianus, the recently returned former ''Augustus'' of the West, in an attempt to end the civil wars of the ...

, annually. Farmer’s Day is also held in November 11 and referred it as a Garae Tteok Day. Pepero Day was derived from a middle school girl student in

Yeongnam Yeongnam (Hangul: 영남, ; literally "south of the passes") is a region that coincides with the former Gyeongsang Province in what is now South Korea. The region includes the modern-day provinces of North and South Gyeongsang and the self-gove ...

district of South Korea. They exchanged Pepero by saying “Let’s be tall and skinny” with well-wishing remarks. Nowadays, couples make Pepero or purchase it from the market in exchange with their gratitude to convey affection. As Pepero day comes to date, the sales of manufacturing companies drastically increase.