Autumn special-day marketing shows a split: Halloween promotions disappear as Pepero Day and CSAT campaigns heat up

[Financial News] The landscape of “special-day marketing,” a major promotional activity for the food and franchise industries in autumn, is changing. Halloween marketing, once held almost like an annual event in late October, has virtually disappeared amid a shift in the social mood. By contrast, promotions targeting Pepero Day and the College Scholastic Ability Test (CSAT), key dates in the November sales season, are heating up, highlighting a marked contrast.
According to the food and franchise industries on the 27th, it is difficult to find Halloween-related marketing or dedicated product launches across the confectionery, food and beverage sectors ahead of Halloween on the 31st. In the past, Halloween was a signature autumn event, with food and restaurant companies targeting consumers with limited-edition products, seasonal menus and party-related goods.
But since the Itaewon tragedy in October 2022, public attitudes toward using Halloween as an occasion for consumption and celebration have changed. As food and franchise companies have continued to refrain from related events, Halloween marketing has all but disappeared this year as well.
By contrast, ahead of Pepero Day and the CSAT, which together make up one of the biggest sales periods in the second half of the year, major confectionery makers including Lotte Wellfood Co., Ltd. and Crown Confectionery have launched full-scale marketing campaigns to get ahead of gift demand. Lotte Wellfood is devoting its full efforts to global marketing for “2026 Pepero Day,” targeting both domestic and overseas markets. Its strategy is to spread Pepero Day’s culture of sharing around the world, starting with a collaboration track released last September with global ambassador Stray Kids, followed by a 2026 global campaign video, seasonal limited-edition on-pack products and outdoor ads at overseas landmarks. Haitai Confectionery & Foods will introduce 10 specially planned Pocky products for November 11. It plans to target the market with gift sets tailored to different distribution channels, centered on Pocky Original and Strawberry Blueberry.
Competition for CSAT marketing ahead of next month’s exam is also heating up. Nongshim is holding a Neoguring CSAT cheer event through the 1st of next month. To participate, follow Nongshim’s Instagram account, leave your region and school name in the comments on the post, then tag a friend and leave a message of support. As part of a CSAT promotion, Binggrae is running “Akapera & Superboost,” a collaborative promotion with MegaStudyEdu Co. Ltd. in integrated social studies and integrated science for students preparing to enter their third year of high school, through the 11th of next month.
Starbucks Korea is selling CSAT gifts at Starbucks stores and through the online store in its app. LaGrillia, an Italian casual dining restaurant, will offer two popular grilled dishes at 50% off to student customers who present their exam admission ticket or a receipt confirming their CSAT application, from the 10th through the 30th of next month. Street, a brand specializing in Asian noodles and rice, plans to give CSAT takers one free drink (milk tea or lemonade).
An industry official said, “As autumn marketing efforts that used to focus on Halloween shift to the Pepero Day and CSAT sales seasons, limited-edition and collaborative campaigns are continuing.” The official added, “With consumer sentiment sluggish, the trend of focusing more heavily on November special-day marketing, which has a clear rationale, will grow even stronger.”
[email protected] Kim Seo-yeon Reporter