Halloween promotions dropped as retailers focus on Pepero day, Christmas campaigns
Halloween-themed marketing is being avoided across South Korea this year, with the spotlight instead being placed on Pepero Day and early Christmas promotions. The shift is being viewed as both an act of cultural sensitivity and a strategic change in retail marketing following the 2022 Itaewon crowd crush tragedy.
It has been reported by Pulse, the English service of Maeil Business Newspaper Korea, that large discount and convenience store chains are not hosting Halloween events in 2025. The decision is believed to have been influenced by lingering caution surrounding mass gatherings and public celebrations, which have been largely subdued since the Itaewon disaster that claimed more than 150 lives.
Pepero Day Campaigns Are Being Highlighted :
In place of Halloween promotions, marketing efforts are being concentrated on Pepero Day, a uniquely Korean celebration observed annually on November 11. The day is being treated as a major commercial opportunity by retailers, with special campaigns being prepared to boost confectionery and gift sales.
A large-scale campaign titled “Find Pepero Hidden by Stray Kids” has been launched by Lotte Wellfood Co. to mark the occasion. The event is being featured with the participation of the popular K-pop group Stray Kids and is being designed to attract younger audiences through an interactive digital experience.
QR codes have been placed across downtown Seoul and along Subway Line 2, through which participants can take quizzes and join online activities. Outdoor advertisements featuring the idol group are being displayed in Hongdae and Gangnam, areas known for their youth-centric crowds. The campaign is being run until November 11.
According to a Seoul-based marketing analyst, a blend of fandom culture and digital engagement is being utilized to connect with younger consumers. “A sense of participation and excitement is being created through gamified marketing,” the analyst explained. “Emotional connections with Gen Z audiences are being strengthened, while somber public sentiments related to Halloween are being respected.”
Christmas Promotions Are Being Advanced :
Beyond Pepero Day, preparations for Christmas and the year-end shopping season are being accelerated by major department stores. Elaborate holiday campaigns and decorations are being introduced weeks ahead of schedule to capture consumer attention early.
• Christmas-themed displays are set to be unveiled by Hyundai Department Store Co. across all branches starting November 1.
• Large media façade projections and winter apparel promotions are being planned by Shinsegae Inc. at its flagship store.
• An outdoor Christmas market is being opened by Lotte Department Store at its Jamsil branch in southern Seoul, where enhanced holiday décor and merchandise are being featured.
Industry officials have noted that the competition among retailers is intensifying as the festive season approaches. “Preparations for Christmas and the year-end season are being initiated earlier every year,” one official said. “More elaborate decorations and exterior designs are being introduced to draw consumers.”
Cultural Sensitivity and Strategic Shifts :
The celebration of Halloween, once embraced by younger consumers in South Korea, is being consciously avoided by most retailers in recognition of the Itaewon tragedy. Promotional materials and themed events have been excluded from store plans as a mark of respect, while alternative marketing strategies centered on Pepero Day and Christmas have been prioritized.
This change in seasonal marketing is being viewed as a reflection of both empathy and adaptation. By emphasizing local traditions and family-oriented holidays, the retail industry is being reshaped to align with shifting cultural sensibilities and consumer expectations in post-Itaewon South Korea.