Chennai: South Korean confectionery major LOTTE Wellfood has renewed its partnership with global K-pop phenomenon Stray Kids as the Global Brand Ambassador for its flagship snack brand PEPERO for a second consecutive year, reinforcing the company’s international growth ambitions with India emerging as a strategic focus market.
The renewed collaboration will continue across key global markets, including India, as LOTTE Wellfood looks to deepen consumer engagement and strengthen PEPERO’s positioning as a globally recognised Korean confectionery brand.
Stray Kids first partnered with PEPERO in 2025, supporting the brand’s international expansion through integrated campaigns, digital storytelling and consumer engagement initiatives. According to the company, campaigns featuring the group generated more than 160 million cumulative views globally last year, reflecting the growing appeal of both the brand and its ambassadors among younger consumers.
The renewed association comes as LOTTE Wellfood accelerates efforts to expand PEPERO’s international footprint and build stronger cultural connections with consumers through K-culture-led marketing initiatives.
Commenting on the renewed partnership, a company spokesperson said, “Stray Kids’ unrivalled global influence has played a key role in positioning PEPERO as an internationally recognised brand. Going forward, we aim to further strengthen PEPERO’s identity as a symbol of ‘K-culture’ through differentiated marketing initiatives across diverse markets.”
India continues to remain a priority market for LOTTE Wellfood’s global growth strategy. The company introduced PEPERO in India through LOTTE India in July 2025, marking the beginning of the brand’s expansion journey in the country.
As part of its India-focused marketing roadmap, LOTTE Wellfood plans to leverage the Stray Kids partnership through a series of integrated campaigns spanning digital storytelling, social media activations, influencer collaborations and consumer engagement initiatives aimed at building stronger connections with Indian audiences.
With the continued rise of Korean entertainment and culture in India, LOTTE Wellfood is positioning PEPERO to tap into evolving consumer preferences while strengthening its presence in the country’s growing premium snacking category.
