Why Halloween has disappeared from South Korea’s stores, focus shifts to Pepero Day featuring Stray Kids

South Korea’s major retailers are largely forgoing Halloween marketing campaigns this year, in a continued show of respect for the victims of the Itaewon crowd crush that claimed 159 lives during Halloween celebrations in October 2022.

According to industry sources, large discount chains and convenience stores have decided not to run Halloween-themed promotions, shifting their focus instead to other year-end events such as Pepero Day in November and Christmas campaigns.

The tragic Itaewon incident, which occurred during Halloween festivities in Seoul’s popular nightlife district, left a deep national trauma. Since then, many companies and people have opted for more subdued observances during the Halloween season — a trend that continues into 2025.

Instead of Halloween, brands are channeling their marketing energy toward Pepero Day on November 11, a Korean tradition similar to Valentine’s Day, where people exchange stick-shaped chocolate snacks.

Lotte Wellfood Co., the maker of Pepero, has launched an interactive citywide campaign titled "Find Pepero hidden by Stray Kids", featuring the globally popular K-pop group Stray Kids. The campaign, aimed at younger consumers, includes outdoor advertisements in high-traffic areas like Hongdae and Gangnam, interactive QR-code quizzes, and social media events. It runs through November 11.

Department stores are also skipping Halloween promotions entirely and shifting early into Christmas mode.

Hyundai Department Store Co. will roll out Christmas-themed displays across all locations starting November 1.

Shinsegae Inc. plans to transform the facade of its flagship store into a massive media art display, alongside winter fashion promotions.

Lotte Department Store is opening an outdoor Christmas market at its Jamsil branch in southern Seoul, with expanded in-store holiday displays.

"Preparations for the Christmas and year-end season are starting earlier each year," noted an industry official. "Exterior decorations and Christmas trees are becoming more elaborate, intensifying competition."

While Halloween fades into the background, retailers in South Korea are turning toward culturally rooted and less controversial holidays to engage consumers, a choice shaped as much by public sentiment as by marketing strategy.