Pepero Day is an observance in South Korea similar to Valentine's Day. It is named after the Korean snack Pepero and held on November 11, since the date "11/11" resembles four sticks of Pepero. The holiday is observed mostly by young people and couples, who exchange Pepero sticks, other candies, and romantic gifts. Lotte denies starting the holiday and instead states that they noticed a bump in Pepero sales around November 11th and after continued popularity they decided to then encourage the holiday with special gift boxes and other promotions.
Some consider it to be a contrived holiday and some teachers have encouraged children to exchange healthy snacks to help combat obesity. An alternative "Garaetteok Day" (sticks of white tteok) has been proposed.
According to one story, Pepero Day was started in 1996 by students at a girls' middle school in Busan, where they exchanged Pepero sticks as gifts to wish one another to grow "as tall and slender as a Pepero".