Lotte Wellfood participated as an official partner of the UNESCO World Heritage Committee, promoting K-snacks to delegations and visitors from around the world.
The company announced on August 2 that it showcased key products, including Pepero and Zeck, at the 48th UNESCO World Heritage Committee held at BEXCO in Busan from July 19 to 29.
During the event, Lotte Wellfood provided approximately 3,000 product samples in the delegation lounge, which was utilized by participants from 162 countries. Pepero Almond and Chocolate were the first to sell out, and there was significant interest in the 'K-Package Series' design featuring Korean palaces and regional names. Other products, such as Zeck and Mini Yakgwa, also received positive feedback.
On July 25, the day the expansion of the 'Korean Tidal Flats' UNESCO World Heritage site was confirmed, Lotte Wellfood presented gift sets of the 'Pepero Landmark Edition,' which captures the beauty of Korea, including Gwanghwamun and Ilwol Obongdo, to the delegations.
For general visitors, the Korea Pavilion hosted a Pepero experience event on July 23 and 24. Attendees participated in a tattoo experience using UNESCO World Heritage illustrations and a social media certification event, receiving Pepero as a reward. The total number of visitors to the Korea Pavilion during the event was approximately 30,000.
Lotte Wellfood plans to use this activity as a stepping stone to enhance brand recognition in overseas markets and continue promoting Korean culture through K-food.
A representative from Lotte Wellfood stated, "It was meaningful to introduce K-snacks and the beauty of Korea at an international conference. We will continue to expand our engagement with overseas consumers to strengthen our global brand competitiveness while promoting the value of national heritage."
Meanwhile, the 48th UNESCO World Heritage Committee is the first meeting hosted by South Korea since it joined the 'Convention Concerning the Protection of the World Cultural and Natural Heritage' in 1988. This committee reviewed 33 heritage sites and approved the registration of a total of 28 sites, including the second phase expansion of the 'Korean Tidal Flats.' The next 49th World Heritage Committee will be held in Istanbul, Turkey, in 2027.
* This article has been translated by AI.
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