South Korean Retailers Shift Focus from Halloween to Pepero Day and Christmas Promotions

In response to last year's Itaewon tragedy, South Korean retailers are shifting their marketing efforts from Halloween to Pepero Day and Christmas promotions. Major retailers are launching campaigns with interactive events and elaborate decorations to engage consumers and boost holiday sales.

In a notable shift, South Korean retailers are bypassing Halloween marketing efforts this year, focusing instead on Pepero Day celebrations and Christmas promotions. This move comes in the wake of 2022's tragic Itaewon crowd incident, impacting how businesses approach end-of-year events, according to a report by Pulse, Maeil Business Newspaper's English service.

November 11 marks Pepero Day, and Lotte Wellfood Co. is spearheading a large-scale campaign titled 'Find Pepero hidden by Stray Kids.' This interactive program, set in downtown Seoul and along Subway Line 2, features the popular idol group Stray Kids to capture young audiences' attention through quizzes and online events, with major advertisements prominently placed in bustling areas like Hongdae and Gangnam.

Meanwhile, preparation for Christmas begins early. Hyundai Department Store Co. is unveiling Christmas-themed displays at all locations starting November 1. Shinsegae Inc. plans to roll out grand media facade videos on its main store exterior and boost winter apparel promotions. Concurrently, Lotte Department Store is gearing up with an outdoor Christmas market and festive in-store displays at its Jamsil branch, ramping up festive competition.

(With inputs from agencies.)