(Yonhap News)

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Lotte Wellfood Co. said on Wednesday it hosted an event at Father Duffy Square in Times Square in Manhattan, New York, on Tuesday to celebrate Pepero Day. The event drew tens of thousands of visitors.

Pepero Day, an annual day-marketing event in South Korea, is held every year on November 11.

The event aimed to introduce the commercial celebration to global consumers and featured Pepero’s global ambassadors, K-pop group Stray Kids.

Visitors enjoyed product tastings, performances, and interactive activities, including a quiz on the history of Pepero, a chocolate-coated biscuit stick.

As part of its celebrations for this year’s Pepero Day, Lotte Wellfood expanded its global marketing push with pop-up stores and outdoor ads across cities, including Los Angeles, Ho Chi Minh City, Taipei, Manila, and Bangkok.