If you are visiting Korea or simply like its culture, you probably know that Koreans enjoy celebrating their relationships in unique ways. Among those celebrations, there is a very special and sweet one which takes place every year on November 11th, called the Pepero Day.
Much like Valentine’s Day, but with its own Korean spin, this date is a time for sharing Pepero snacks—the chocolate-dipped sticks shaped like a number 1. The date, 11/11, resembles four Pepero sticks lined up! Let’s find out how Pepero Day came to be in the first place, how Koreans actually celebrate this once-a-year holiday, and why it has become such an important part of Korean culture.
The Origins of Pepero Day: Marketing Genius or Serendipitous Sweetness?
Where Pepero Day was born from is a little blurry but has the rudiments of both playful tradition and clever marketing. The most oft-espoused tale befits two middle school girls in 1983, in the Yeongnam region of South Korea, each going home with Pepero sticks from exchanging them for hopeful tall and thin sensations, like the cookies.
Whether that story is true or not, the date really stuck in people’s minds, and by 1997, Lotte Confectionery, the company that makes Pepero, started a marketing blitz declaring November 11th as Pepero Day. Ever since then, the day has only grown in popularity to the extent that the sales of Pepero surge every November, accounting for a great portion of Lotte’s annual revenue.
Pepero Day: Its Cultural Impact and Global Reach
Pepero Day has grown beyond just a snack day to one that embodies the spirit of giving and reminds people to express their gratitude toward the people in their lives. Its popularity in Korea has stirred interest abroad, too, with international stores stocking Pepero for expats or Korean culture enthusiasts. This popularity led to Pepero exports to more than 50 countries, and Lotte even promoted the holiday globally by placing ads for Pepero Day in places like New York’s Times Square.
Why November 11? The Power of 11/11
Choosing November 11 as Pepero Day isn’t an accident. The four “1’s” in the date of 11/11 resemble the shape of Pepero sticks, thus adding a visual character that possibly Koreans appreciate. For some, there is even this playful superstition that eating Pepero at exactly 11:11 on 11/11 can somehow bring good luck, or it could make you grow tall and slim. Yet for most people, Pepero Day is just a cute way of being affectionate with friends, family, and loved ones.
How to Celebrate Pepero Day: Love, Friendship, and Fun
On Pepero Day, just like on Valentine’s Day, there is gift-giving, but it is not only the love affairs that participate. The exchange of Pepero includes couples, friends, families, and even coworkers who want to appreciate and be affectionate. Convenience stores and supermarkets in Korea fill up completely with Pepero, creating elaborate displays in regard to this holiday. Let’s look at some of the ways people celebrate this uniquely Korean day:
- Exchanging Pepero: People give their loved ones Pepero; from the chocolate-coated stick to more elaborate flavors such as almond, strawberry, and even savory ones like cheese.
- Homemade Pepero presents or other DIY box sets: Many colorful Pepero sticks get home-made and decorated. Indeed, such personal touches go a long way in impressing loved ones!
- Pepero Game: This is popular among couples and has been famously done in Korean variety shows where two people hold each end of the Pepero stick in their mouths and nibble toward the middle. The couple with the shortest piece remaining “wins”—and may well share an accidental kiss, adding a touch of romance.
- Special Pepero-themed events: These may be held at schools and workplaces, where students exchange treats with their schoolmates and colleagues. In fact, many host contests for the best-decorated Pepero box or the most creative do-it-yourself gifts using Pepero.
- Social Media Celebrations: Many Koreans take pictures of their Pepero gifts and use hashtags to make it known that this is the day; messages are mostly sent to friends and family, but sometimes even a partner who is dear to one’s heart.
Beyond Pepero: Garaetteok Day – The Alternative to Pepero Day
November 11th also happens to be Farmers’ Day in South Korea, which has spurred a number of people to encourage an alternative to Pepero Day called Garaetteok Day. Garaetteok is a kind of traditional Korean rice cake in the shape of a stick, and just like Pepero, it takes the form of number 1.
They say that garaetteok is healthier and more traditional, too, and it goes with celebrating Korea’s agricultural heritage. Some Koreans enjoy this twist in Pepero Day by giving garaetteok instead of Pepero to others, especially to those health-conscious people.
Pepero Day vs. Pocky Day: A Cross-Cultural Rivalry
Curiously enough, Japan has its own snack-stick day—Pocky Day, also on November 11th. Pocky is from Japanese company Ezaki Glico and looks strikingly similar to Pepero, tastes also similar. Pocky has been a product since 1966—17 years before Lotte launched Pepero in 1983.
This has led some friendly rivalry between the two brands and even a bit of cultural rivalry, with each country celebrating their snack day with relish. While there are similarities, each has distinct flavors and cultural significance in its home country.
Conclusion: Pepero Day – Sweet, Simple, and Heartfelt
At the very core of its heart and soul, Pepero Day is much more than just cookie sticks. It’s all about celebration of the relationships in a very warm and friendly way, putting into focus one segment of Korean culture where these small yet important gestures mean so much. Sharing Pepero with a friend, a coworker, or the romantic partner stakes a claim on the sense of connection and appreciation that this holiday is founded on.
So, if one finds themselves in Korea on this day, November 11, or anywhere else with a box of Pepero, they should take their time to appreciate this sugary practice. Whether you are playing the Pepero game, giving the box to a loved one, or just indulging in the delicious flavors, Pepero Day is a fun and delicious way to show love and appreciation for any kind of relationship.
Related Interesting Post
Korean Unique Food, Jeon: Why is it Special?
FAQs
What is Pepero Day?
Pepero Day is one of the popular celebrations in South Korea every year on November 11. On this day, people share Pepero snacks—chocolate-dipped cookie sticks in the shape of the number 1—with friends and family as an indication of love and care. The date 11/11 was chosen because it resembles four Pepero sticks lined up.
Where is Pepero Day from?
Perhaps the least clear origins are those of Pepero Day, but it is eminently believed to have been initiated by students back in the 1980s; they used to exchange Pepero sticks for a wish to grow tall and slim, just like this snack. Lotte Confectionery was not late, of course, to realize that here lay the potential for a holiday, indeed, and began marketing it in the late 1990s, helping to popularize the event.
Is Pepero Day only for couples?
No, it is Pepero Day for everyone! Lovers, friends, family members, and even coworkers exchange Pepero. Since it is time to show appreciation for all sorts of relationships, in some ways, it is more inclusive than Valentine’s Day.
What flavors of Pepero does one usually find?
One can find Pepero in a range of flavors: classic chocolate, almond, cookies and cream, green tea, strawberry to “nude” Pepero. Every year, Lotte come up with limited-edition flavors and special packaging to keep Pepero Day fresh and exciting.
What’s the difference between Pepero Day and Pocky Day?
Similar yet different, Pocky Day is a Japanese celebration on the same day in November, which celebrates Pocky—its version of a chocolate-covered cookie stick. Pepero was invented by Ezaki Glico of Japan before Pepero, but Pepero Day became an official celebration in Korea before the recognition of Pocky Day in Japan, the birthplace of Pocky. In recent years, both days have gained more popularity with fans celebrating in unique ways for each country.
Are there healthy alternatives to Pepero on this day?
Yes! Since 11th November is also Farmers’ Day in South Korea, some people promote Garaetteok Day, held as a much healthier alternative using garaetteok instead of Pepero. It is the popular option that replaces sugar with others and represents the traditional food culture of Korea.