Pepero Day in South Korea: What It Is and How It's Observed
What Pepero Day Is and When It Happens
Pepero Day takes place every year on November 11 (11/11). It is a modern commercial holiday centered around Pepero, a brand of slender, chocolate-covered biscuit sticks made by Lotte. The date was chosen because the four number ones (11/11) visually resemble four standing Pepero sticks.
While it began as a regional trend among schoolgirls in the mid-1990s—who exchanged the snack to wish each other tall and slender figures—it quickly evolved into a massive commercial event. Today, it is one of South Korea's biggest gifting days alongside Valentine's Day and White Day, generating a huge percentage of Lotte's annual confectionery sales.
How People Actually Celebrate It
On November 11, convenience stores, supermarkets, and bakeries are packed with elaborate displays of Pepero boxes. You will see everything from standard chocolate-dipped sticks to oversized, gift-wrapped packages containing dozens of boxes, handmade artisanal versions, and novelty sets paired with flowers or small plush toys.
Students exchange the snacks with classmates and teachers, coworkers hand them out in the office, and couples use the day as another excuse to trade romantic gifts. It is common to see people walking around with decorative bags of the biscuit sticks throughout the day. In recent years, premium department stores even sell high-end, chocolate-dipped pretzel rods and artisanal biscuit sticks marketed specifically for the occasion.
The Counter-Movement: Farmers' Day and Garae-tteok Day
Because Pepero Day was entirely manufactured by corporate marketing, the South Korean government and agricultural sectors have pushed back to promote traditional alternatives on the exact same date. November 11 is officially designated as Agriculture Day (Nong-eup-ui Nal) to honor the country's farmers.
To reclaim the date, the government and brands like Nongshim have heavily promoted Garae-tteok Day. *Garae-tteok* is a long, cylindrical white rice cake used to make *tteokguk* (rice cake soup). People celebrate by gifting and eating chewy, white rice cake sticks instead of chocolate biscuits, often dipping them in honey or cutting them up for cooking.
What Visitors and Newcomers Should Know
If you are in South Korea in early November, you do not need to buy expensive gifts, but bringing a single box of Pepero to a close friend, coworker, or host is a nice, low-pressure gesture. Convenience stores like CU, GS25, and 7-Eleven are your best bet for finding themed displays starting about two weeks before the date.
Keep in mind that Pepero Day is not a public holiday, so businesses, banks, and transport operate on normal schedules. However, expect crowded convenience store aisles and heavy street-level promotion in commercial districts like Myeongdong or Hongdae in the days leading up to November 11.
Common questions
Is Pepero Day a public holiday in South Korea?
No, Pepero Day is not a national holiday or a day off work. Businesses, schools, and government offices operate normally.
Are there alternatives to Lotte Pepero?
Yes. Competitors like Orion make a very similar snack called Chocopyeong or Choco Boy variations, and traditional rice cake sticks (garae-tteok) are popular for the government-backed Garae-tteok Day on the same date.