View source for Pepero

{{Short description|Cookie stick snack from South Korea}}
{{about|a cookie in South Korea|members of the political party in Spain|People's Party (Spain)}}
[[File:Pepero-Almond-Sticks.jpg|thumb|right|Pepero Almond sticks]]'''Pepero''' ({{Korean|hangul=빼빼로}}), also "[[chocolate]]-covered [[pretzel]] stick", is a thin [[cookie]] stick dipped in [[compound chocolate]]. Pepero has been manufactured by [[Lotte Wellfood]]<ref>{{Cite web|title=LOTTE Confectionery|url=https://www.lotteconf.co.kr/en|access-date=2021-04-17|website=www.lotteconf.co.kr}}</ref> in South Korea since 1983.<ref>{{in lang|ko}} [http://www.pepero.co.kr/pepero/is/pepero.jsp Pepero Type] {{webarchive|url=https://web.archive.org/web/20051216070641/http://www.pepero.co.kr/pepero/is/pepero.jsp |date=2005-12-16 }}</ref> Pepero is mostly made up of [[Chocolate liquor|cocoa mass]] and [[flour]]. It is exported to approximately 64 countries worldwide and is especially popular in [[Singapore]], [[Malaysia]], [[India]]<ref>{{Cite web |last=Hun |first=Hyoung Ha |date=30 July 2024 |title=Lotte India, Havmor to merge to raise $722.4 mn in sales |url=https://www.kedglobal.com/food-beverage/newsView/ked202407300010 |access-date=2024-08-22 |website=[[The Korea Economic Daily]] |language=en}}</ref> and the [[Philippines]].<ref>{{Cite web|date=2015-12-23|script-title=ko:롯데제과, 해외 누적 매출 5조원 돌파|url=http://news.kmib.co.kr/article/view.asp?arcid=0010190555|access-date=2021-04-25|website=[[Kukmin Ilbo]]|language=ko}}</ref> Pepero has been awarded numerous times for its sales and designs.<ref>{{Cite web|last=Anais|date=2020-08-24|title=Pepero : the most famous snack in Korea|url=https://www.ivisitkorea.com/pepero-the-most-favorite-snack-in-korea/|access-date=2021-04-25|website=IVisitKorea|language=en-US}}</ref>

== Flavors ==
Pepero is manufactured in several flavors (as of 2024):
* Chocolate (original)
* [[Strawberry]] (South Korea only)
* [[Almond]] (coated with chocolate and almond bits)
* Choco-filled (Pepero cookie stick filled with chocolate; the opposite of an original chocolate Pepero)
* Plain cream cheese
* White cookie
* [[Peanut]] (US only)
*Haenam [[sweet potato]]es (will be available later in South Korea)
*Haenam Green Tea
*Crunchy
*Choco Cookie
*Crunky
*Crunky Granola
*Snowy Almond (coated with white chocolate and almond bits)
*Pepero Skinny ( A thin version of the Original Chocolate Pepero )

== Marketing ==
The most prominent marketing strategy that [[Lotte Corporation|Lotte Confectionery Corporation]] implements is held annually on November 11. The marketing strategy company takes improves every year.<ref>{{Cite web|last=이 |first=춘희|date=2021-04-14|script-title=ko:롯데제과, 계속 높아지는 영업이익률 - 베타뉴스|url=https://www.betanews.net/article/1261593|access-date=2021-04-17|website=베타뉴스:경제신문의 새로운 지평|language=ko}}</ref> Due to the [[COVID-19]], sales have been difficult.<ref>{{Cite web|date=2020-11-10|script-title=ko:하루 앞둔 빼빼로데이|url=https://www.news1.kr/photos/view/?4472853|access-date=2021-04-17|website=[[News1 (South Korean company)|News1]]|language=ko}}</ref> Hence, the company made an adjustment in marketing by live broadcast and delivery.<ref>{{Cite web|date=2020-11-09|script-title=ko:진화하는 빼빼로데이 마케팅…올해는 '굿즈·라방·배달'|url=http://www.m-i.kr/news/articleView.html?idxno=762651|access-date=2021-04-17|website=매일일보|language=ko}}</ref> Lotte Confectionery Corporation launched an exotic ice cream 'Pepero-bar' in limited time.<ref>{{Cite web|date=2020-11-06|script-title=ko:롯데제과 빼빼로, 아이스크림으로 즐기세요|url=https://www.newsis.com/view/?id=NISX20201106_0001224617|access-date=2021-04-17|website=[[Newsis]]|language=ko}}</ref> Ice cream 'Pepero-bar' has used the originality feature of Pepero by covering with [[almond]] and displaying "Pepero friends" character as packaging to attract consumers.<ref>{{Cite web|date=2020-11-08|script-title=ko:롯데리조트부여, '빼빼로&프렌즈' 캐릭터룸 패키지|url=http://www.fnnews.com/news/202011081100317727|access-date=2021-04-17|website=[[The Financial News]]|language=ko-KR}}</ref>

== Sales ==
About 60% of the annual Pepero sales occur around Pepero Day, which is held on November 11.<ref>{{Cite web|script-title=ko:데이마케팅… 대박 아니면 쪽박|url=http://www.yonhapmidas.com/article/180403180530_912117|access-date=2021-04-17|website=www.yonhapmidas.com|language=ko}}</ref> 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.<ref>{{Cite web|date=2016-10-18|script-title=ko:20주년 맞은 빼빼로데이, 롯데제과 누적 매출액 1조1000억원|url=https://www.mk.co.kr/news/business/view/2016/10/727183/|access-date=2021-04-17|website=[[Maeil Business Newspaper]]|language=ko}}</ref> On average, Pepero's daily sales on Pepero Day are about 84 times higher than usual.<ref>{{Cite web|date=2016-12-28|title=:: 공감언론 뉴시스통신사 ::|url=https://newsis.com/ar_detail/view.html?ar_id=NISX20141109_0013285147&cID=10408&pID=10400|access-date=2021-04-17|website=[[Newsis]]|language=ko}}</ref> 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.<ref>{{Cite web|last=강 |first=종훈|date=2016-10-27|script-title=ko:빼빼로 수출 '쑥쑥'…"올해 5천만 달러 예상"|url=https://www.yna.co.kr/view/AKR20161027091900030|access-date=2021-04-20|website=[[Yonhap News Agency]]|language=ko}}</ref>

== Awards ==

* Watsons Best Selling Snack Award- 2012<ref>{{Cite web |last=Han |first=Jay Jiwook |date=2020-08-24 |title=Pepero : the most famous snack in Korea |url=https://www.ivisitkorea.com/pepero-the-most-favorite-snack-in-korea/ |access-date=2022-11-25 |website=IVisitKorea |language=en-us}}</ref>
* Watsons Best Selling Biscuit Award- 2014<ref>{{Cite web |last=Han |first=Jay Jiwook |date=2020-08-24 |title=Pepero : the most famous snack in Korea |url=https://www.ivisitkorea.com/pepero-the-most-favorite-snack-in-korea/ |access-date=2022-11-25 |website=IVisitKorea |language=en-us}}</ref>
* Watsons Best Selling Korean Biscuit Award- 2015<ref>{{Cite web|title=LOTTE Pepero - Love at First Stick|url=https://www.lottesea.com/about-us/|access-date=2021-04-25|website=www.lottesea.com}}</ref>
* Germany's Red Dot Design Award- 2019<ref>{{Cite web|date=2019-08-20|script-title=ko:롯데제과, '2019 레드닷 어워드' 수상|url=https://www.lawissue.co.kr/view.php?ud=201908201121244880204ead0791_12|access-date=2021-04-25|website=로이슈}}</ref>
* Germany's iF Design Award- 2020<ref>{{Cite web|date=2020-02-27|script-title=ko:롯데제과 'iF 디자인 어워드' 본상 수상|url=https://www.newsis.com/view/?id=NISX20200227_0000934304|access-date=2021-04-25|website=[[Newsis]]|language=ko}}</ref>

== Social Contribution ==
The company donates Pepero to needy neighbors and social organizations.<ref>{{Cite web|date=2021-03-25|script-title=ko:롯데제과, 빼빼로·자일리톨껌 수익금으로 사회공헌 적극|url=http://www.sporbiz.co.kr/news/articleView.html?idxno=517167|access-date=2021-04-17|website=한스경제_한국스포츠경제|language=ko}}</ref> With its record sales and profits, Lotte contributes to establish the local children's center.<ref>{{Cite web|date=2016-10-18|script-title=ko:20주년 맞은 빼빼로데이, 롯데제과 누적 매출액 1조1000억원|url=https://www.mk.co.kr/news/business/view/2016/10/727183/|access-date=2021-04-17|website=[[Maeil Business Newspaper]]|language=ko}}</ref>

== Criticism ==
Pepero has been criticized for copying [[Pocky]], which has been manufactured by Japan's [[Ezaki Glico]] Company since 1966.<ref>{{Cite news|last=Fifield|first=Anna|title=Japan and South Korea argue over a chocolate-covered pretzel stick|language=en-US|newspaper=Washington Post|url=https://www.washingtonpost.com/news/worldviews/wp/2015/11/11/japan-and-south-korea-argue-over-a-chocolate-covered-pretzel-stick/|access-date=2021-04-21|issn=0190-8286}}</ref><ref>{{cite web |script-title=ja:製品の歴史 ポッキー編 |trans-title=Product history - Pocky |url=http://www.glico.co.jp/kinenkan/kashi/kashi4.htm |url-status=dead |publisher=Ezaki Glico |language=Japanese |archiveurl=https://web.archive.org/web/20130701025946/http://www.glico.co.jp/kinenkan/kashi/kashi4.htm |archivedate=July 1, 2013}}</ref><ref>{{cite web |title=Pocky's history |url=http://pocky.glico.com/history/ |publisher=Glico}}</ref><ref>{{cite news |last=Park |first=Tae-Hee |date=November 7, 2013 |title=Glico finds partner for Korean market |work=[[Korea JoongAng Daily]] |publisher=[[JoongAng Ilbo]] |url=http://koreajoongangdaily.joins.com/news/article/article.aspx?aid=2980043 |accessdate=December 27, 2013}}</ref> [[Lotte (conglomerate)|Lotte]] denies that it was inspired by the product.<ref name="WP2013">{{cite news |date=November 11, 2015 |title=Japan and South Korea argue over a chocolate-covered pretzel stick |url=https://www.washingtonpost.com/news/worldviews/wp/2015/11/11/japan-and-south-korea-argue-over-a-chocolate-covered-pretzel-stick/ |newspaper=The Washington Post |quote=Lotte Confectionery, a South Korean food company, started making a similar product — while denying it had copied Pocky — called Pepero in 1983.}}</ref><ref name="DJC Day">{{cite news |last=Gale |first=Alastair |date=November 11, 2013 |title=On Pepero Day, a Japanese Rival Lurks |publisher=Dow Jones & Company, Inc. |url=https://blogs.wsj.com/korearealtime/2013/11/11/on-pepero-day-a-japanese-rival-lurks/ |accessdate=November 11, 2013}}</ref> 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.<ref>{{Cite web|script-title=ko:포키-빼빼로의 6년간 상표 분쟁 막 내려 - 투자진출 - KOTRA 해외시장뉴스|url=https://news.kotra.or.kr/user/globalBbs/kotranews/6/globalBbsDataView.do?setIdx=322&dataIdx=187051|access-date=2021-04-21|website=news.kotra.or.kr}}</ref>

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.<ref>{{cite web |date=26 December 2014 |title=EZAKI GLICO : Glico sues S. Korea's Lotte over "copied" packaging design |url=http://www.4-traders.com/EZAKI-GLICO-CO-LTD-6493980/news/EZAKI-GLICO--Glico-sues-S-Koreas-Lotte-over-copied-packaging-design-19596218/ |url-status=dead |publisher=4-traders.com |archiveurl=https://web.archive.org/web/20141227000008/http://www.4-traders.com/EZAKI-GLICO-CO-LTD-6493980/news/EZAKI-GLICO--Glico-sues-S-Koreas-Lotte-over-copied-packaging-design-19596218/ |archivedate=27 December 2014}}</ref> 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.<ref>{{cite web |date=August 23, 2015 |title=Court rules Lotte copied rival's snack design |url=http://www.koreaherald.com/view.php?ud=20150823000345 |publisher=[[The Korea Herald]]}}</ref>

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 [[Non-conventional trademark|three-dimensional trademarks]] prior to the launch of Pepero in the U.S.<ref>{{cite web |date=July 16, 2015 |title=Inadmissible: Company Accused of Trademark Infringement, Rapper 50 Cent Doesn't Have 50 Cents, Files for Bankruptcy |url=http://www.njlawjournal.com/id=1202732361971/Inadmissible-Company-Accused-of-Trademark-Infringement-Rapper-50-Cent-Doesnt-Have-50-Cents-Files-for-Bankruptcy |publisher=New Jersey Law Journal}}</ref>[[File:Pocky-Sticks.jpg|thumbnail|right| [[Pocky]] was first released by [[Ezaki Glico]], a Japanese confectionery company, in 1966, 17 years before the introduction of Pepero.]]

== Pepero Day ==
{{Main|Pepero Day}}The date is set to [[November 11]], annually. Farmer's Day is also held in November 11 and referred it as a [[Garae-tteok|Garae Tteok]] Day.<ref>{{Cite web|date=2020-11-10|script-title=ko:11월11일은 '가래떡데이'|url=https://www.newsis.com/view/?id=NISI20201110_0016879399|access-date=2021-04-17|website=[[Newsis]]|language=ko}}</ref> Pepero Day was derived from a middle school girl student in [[Yeongnam]] district of South Korea.<ref>{{Cite web|script-title=ko:[잊지마, 기념일] 11월 11일 빼빼로데이의 기원은 다이어트?|url=https://www.asiatime.co.kr/article/20201109422356|access-date=2021-04-17|website=아시아타임즈|language=ko}}</ref> They exchanged Pepero by saying "Let's be tall and skinny" with well-wishing remarks.<ref>{{Cite web|date=2019-11-11|script-title=ko:2019년 11월 11일, 빼빼로데이·가래떡데이…유래와 의미는?|url=https://www.etoday.co.kr/news/view/1820403|access-date=2021-04-17|website=이투데이|language=ko}}</ref> Nowadays, couples make Pepero or purchase it from the market in exchange with their gratitude to convey affection.<ref>{{Cite web|date=2020-11-11|script-title=ko:빼빼로데이 맞이 연인을 위한 이色 선물 3종류 추천|url=http://www.mhns.co.kr/news/articleView.html?idxno=421076|access-date=2021-04-17|website=문화뉴스|language=ko}}</ref> As Pepero day comes to date, the sales of manufacturing companies drastically increase.<ref>{{Cite web  |date=2022-11-11 |title=Pepero Day, Lotte's sales increased by 76% |url=https://news.mt.co.kr/mtview.php?no=2022111114205720571 |access-date=2022-11-25 |website=[[Money Today]] |language=ko}}</ref>

== References ==
{{reflist}}

== External links ==
{{commons category}}
* [https://www.lottesea.com/lotte-product/pepero-original/ Lotte Confectinery Pepero Official Site] (English)
*[https://web.archive.org/web/20001206214200/http://www.pepero.co.kr/ Official Pepero Site] (Korean)
* [https://web.archive.org/web/20030921082717/http://www.pepero.co.kr/img/flash/ani/ani03.swf The Pepero Song+ flash]
* [http://koreajoongangdaily.joins.com/news/article/article.aspx?aid=2489311 Pepero Day sweet for food retailers] (English)
* [https://web.archive.org/web/20080930154331/http://tvnz.co.nz/view/page/411366/644680 Sth Korea calendar laden with love] (English)
* [http://joongangdaily.joins.com/article/view.asp?aid=2641809 Big bucks in a youthful craze] (English)
* [https://www.koreatimes.co.kr/www/news/include/print.asp?newsIdx=12531 Abundant `Special' Days Fatten Sales] (English)

[[Category:South Korean confectionery]]
[[Category:South Korean brands]]
[[Category:Lotte (conglomerate) products]]
[[Category:Brand name confectionery]]