Lotte Department Store
The fad spread with the idea that, for maximum effectiveness for height and thinness, one must eat 11 packets of Pepero on November 11, 11:11am and 11:11pm at 11 seconds exactly. From 1997, Lotte started to use the aforementioned school story to successfully promote Pepero Day. The trend led to other companies creating similarly shaped snacks to participate on Pepero Day. , Lotte was making 50% of its annual sales on Pepero Day. , several department stores including Hyundai Department Store, Shinsegae, and Lotte Department Store were benefiting for people celebrating the day while stores such as E-mart and Homeplus were specially displaying and selling peperos on the day.