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| / Yonhap |
By Lee Ji-hye
The month of November typically sees a huge spike in the sales of the chocolate-covered cookie snack Pepero. The reason for the jump is a tradition observed by Koreans known as Pepero Day.
Those unfamiliar with the phenomenon may have been surprised to find convenience stores, supermarkets and even bakeries festooned with ornate packages of Pepero or its facsimiles.
While many grumble that the event is less of a real occasion than a chance for snack companies to rake in some cash, Pepero Day continues to be popular in Korea and has become a quirky part of the local culture.
The day takes place on November 11. Students at school, co-workers at companies, and even proselytizers pass out boxes of the crunchy, chocolate-covered snacks. Giving them out is similar to handing out a Valentine as it can be a platonic gesture or have romantic overtones.
So what's the fuss over these snacks anyway? Here's what you should know about Pepero Day.
Eating Pepero makes you skinny (Or so the story goes)
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| / Yonhap |
Pepero day falls on November 11 because the skinny snacks resemble the numerals in the abbreviated form of the date -- 11/11.
Before Pepero Day became a full-fledged phenomenon, the snacks were exchanged among high school girls wishing for -- you guessed it -- a skinny body.
The myth is that eating a Pepero snack on November 11 at 11:11 a.m. will make a person skinny, just like a Pepero stick. Some would even wait for the eleventh second into the minute for better "results."
Yes, it's a cash cow
While the exact origins of Pepero Day are vague, what's clear is that it has become a cash cow for snack companies, in particular Lotte Confectionary, the makers of Perero.
According to Yonhap News Agency, Pepero sales start skyrocketing from a week before Peppero Day, increasing 83-fold compared to two weeks before.
In comparison, chocolate sales increase around nine-fold before Valentine's Day; and by seven times before White Day, a romantic holiday in March. Observers suggest this may have something to do with Pepero's comparatively low cost.
There's something called a ‘nude Pepero'
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| / Courtesy of Lotte |
Traditional Pepero which were inspired by the Japanese snack Pocky are relatively simple, comprising of cookie and chocolate compound. However the snack has diversified over the years.
The "almond" Pepero is a stick covered in almond bits with chocolate, while the "peanut" Pepero is covered in bits of peanut crumbs.
The "nude" Pepero is a hollow stick with chocolate inside, instead of outside, giving it a "naked" look.
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| / Courtesy of Lotte |
The "tiramisu cheese" Pepero is also another version of a "nude" Pepero, but with chocolate and cream-cheese filling inside.
Another version of the "nude" Pepero is the "lemon cheese" Pepero, which features a picture of a key-lime pie on the box.
Fruit-flavored Pepero are also available, including in strawberry and melon
.
Five weird Pepero facts
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| / Yonhap |
1. Pepero Day is the reportedly the most profitable day for convenient stores all year.
2. Up to 30 percent of all annual Pepero sales occur within a week of Pepero Day, according to Consumer Report Korea.
3. The plain Pepero has less calories than the almond-flavored one.
4. The entire length of all Pepero sticks ever sold can circle the circumference of the Earth, 250 times.
5. According to a dating agency, seven out of 10 people "do not think exchanging Peperos are necessary."
'빼빼로 데이'의 마케팅 효과가 '밸런타인 데이'의 9배에 달하는 것으로 나타났다.
롯데마트는 2011부터 2013년까지 3년간 '빼빼로 데이'와 '밸런타인 데이', '화이트 데이'의 대표 품목인 빼빼로, 초콜릿, 사탕의 매출 변화를 분석한 결과 '빼빼로 데이'의 매출 증대 효과가 가장 큰 것으로 나타났다고 10일 밝혔다.
롯데마트에 따르면 빼빼로는 '빼배로 데이' 1주일 전부터 당일까지 매출이 2주 전 매출보다 8천308% 증가하는 것으로 나타났다.
같은 방식으로 계산했을 때 밸런타인 데이는 '초콜릿' 매출을 919.1% 늘렸으며, 화이트 데이는 사탕 매출을 720.5% 늘리는 효과가 있었다.
롯데마트 관계자는 '빼빼로 데이에 주로 판매되는 막대형 과자는 초콜릿이나 사탕보다 저렴하기 때문에 부담없이 선물로 주고받을 수 있어 빼빼로 데이의 매출 증대 효과가 큰 것으로 보인다'고 말했다.
이 관계자는 '밸런타인 데이나 화이트 데이에는 연인들끼리 초콜릿이나 사탕을 주고받는 데 비해 빼빼로 데이에는 친구나 지인들끼리도 주고받는 경우가 많아 이런 결과가 나온 것으로 보인다'고 덧붙였다.
한편, 최근 새롭게 떠오른 '데이' 중 하나인 '한우 데이'(11월1일)의 마케팅 효과도 밸런타인 데이나 화이트 데이를 앞선 것으로 나타났다.
올해 한우 데이 기간 한우 등심 매출은 평소보다 5천83% 증가한 것으로 나타났는데, 이는 한우 데이를 앞두고 대형마트들이 '10원 전쟁'을 불사하면서까지 대규모 할인행사를 연 때문으로 풀이된다.
롯데마트 관계자는 '경기 불황 속에도 데이 마케팅은 어느 정도 효과가 있는 것으로 보인다'며 '상황이 이렇다 보니 각종 데이 때마다 물량 확보와 가격 노출 방지를 위해 유통업체 간 치열한 눈치작전이 벌어진다'고 말했다. (연합뉴스)
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