- LOTTE Wellfood has renewed Stray Kids as Global Brand Ambassador for PEPERO for a second consecutive year, extending the partnership across key global markets including India.
- Campaigns featuring the group in their first year together generated over 160 million cumulative views globally, reflecting strong consumer resonance among younger audiences.
- Stray Kids made history in 2025 as the first-ever K-pop group chosen by Pepero for a global campaign, making this renewal a continuation of a landmark deal.
- LOTTE Wellfood introduced PEPERO into India through LOTTE India in July 2025, with the renewed deal placing India at the center of its expansion strategy.
LOTTE Wellfood has locked in Stray Kids for a second year as Global Brand Ambassador for LOTTE Pepero. Announced on June 16, 2026, the renewed deal will extend across key global markets, including India, further cementing the brand’s push as a globally recognized Korean confectionery name.
When Lotte Wellfood first tapped Stray Kids in 2025, it was the first time the brand had ever selected a K-pop group for a global campaign. The bet paid off, campaigns from the first year of partnership drove more than 160 million cumulative views globally.
The group’s pull is undeniable. As of May 2026, Stray Kids had sold over 40 million albums and headlined the Governors Ball Music Festival in New York City in June, with Rock in Rio in Brazil confirmed for September.
The individual members are equally active on the brand front: HAN was recently named Global Brand Ambassador for luxury house Tod’s, while Felix was announced as Global Brand Ambassador and Global Icon for Adidas in March 2026 and fronted a global partnership with Gong Cha.
Takeaways
This renewal isn’t just a routine contract extension, it’s a statement. LOTTE Wellfood is doubling down on K-pop power as a global business strategy, and Stray Kids remain the group brands trust when they want serious international reach.
With 160 million views in year one and India now firmly on the radar, the Pepero playbook is getting bigger and bolder in year two.
The fact that this is a group-wide renewal also signals that Pepero sees the full eight-member unit, not individual members, as the core brand asset.
Could this renewal signal that LOTTE Wellfood is planning a more aggressive push into Southeast Asian and South Asian markets using K-pop fandoms as entry points? Is Stray Kids becoming the new blueprint for how K-pop groups can simultaneously anchor luxury, fashion, and mass-market FMCG deals without brand dilution?
