Lotte Wellfood, South Korea's largest confectionery company and a subsidiary of the Lotte Group conglomerate, announced Sunday that it showcased its flagship snack products to thousands of international delegates during the 48th session of the UNESCO World Heritage Committee, held last month in Busan. The company used the global gathering as a platform to promote both Korean food and the nation's cultural heritage.

The event took place at the Busan Exhibition and Convention Center from July 19 to 29. Throughout the session, Lotte Wellfood offered signature products including Pepero and Zec in the delegates' lounge, distributing more than 3,000 product samples to participants from 162 countries. Pepero, a chocolate-covered cookie stick first launched in 1983, has grown into one of Korea's most widely exported confectionery products, sold in over 70 countries.

On July 25, UNESCO approved the expanded inscription of the Korean tidal flats — known as "getbol" in Korean — as a World Heritage site. To commemorate the designation, Lotte Wellfood presented Pepero gift sets to delegates featuring illustrations of Korean landmarks such as Gwanghwamun and Irworobongdo, a traditional folding screen depicting the sun, moon, and five mountain peaks.

Lotte Wellfood also hosted a Pepero brand experience event at the Korea Pavilion on July 23 and 24. Visitors participated in temporary tattoo activities featuring illustrations of Korea's UNESCO World Heritage sites and engaged in social media events in exchange for Pepero products. According to the company, the Korea Pavilion attracted nearly 30,000 visitors during the two-day promotion.

The effort aligns with a broader national push to elevate K-food alongside K-pop, K-drama, and other cultural exports under the Korean Wave, or Hallyu. Korea's food industry has seen sustained growth in overseas sales in recent years, driven by rising global demand for Korean snacks, instant noodles, and processed foods. Lotte Wellfood, which rebranded from Lotte Confectionery in 2022 as part of a strategy to accelerate international expansion, has positioned cultural diplomacy events like the UNESCO session as a channel to introduce its brands to new global audiences.

The company stated that it intends to build on this partnership by further strengthening its global brand recognition while continuing to promote Korean culture through K-food.

"It was a meaningful opportunity to represent Korea on one of the world's most prestigious international stages and introduce both K-snacks and the beauty of Korea," a Lotte Wellfood official said.

"We will continue expanding our global presence, strengthen Lotte Wellfood's international brand leadership and contribute to promoting the value of Korea's cultural heritage," the official added.