Lotte Wellfood has wrapped up its first appearance at THAIFEX-Anuga Asia 2026, using one of Southeast Asia’s largest food exhibitions as a platform to promote its flagship K-food brands and strengthen relationships with international buyers.
The company announced on June 1 that it successfully participated in THAIFEX-Anuga Asia 2026, held in Bangkok, Thailand. The exhibition, jointly organized by Thailand’s Department of International Trade Promotion, the Thai Chamber of Commerce, and Germany’s Anuga trade fair, is widely recognized as one of Asia’s largest food and beverage industry events.
This year’s exhibition attracted approximately 3,600 companies from 56 countries and drew nearly 100,000 visitors. Lotte Wellfood operated a 126-square-meter booth, making it one of the larger exhibition spaces among participating Korean food companies.
Pepero, the company’s flagship global snack brand, served as the centerpiece of the exhibition. A dedicated photo zone featuring Stray Kids, Pepero’s official global ambassadors, along with social media engagement events, attracted significant attention from younger consumers and visitors throughout the event.
Lotte Wellfood also highlighted products aligned with growing health and wellness trends. ZERO, the company’s sugar-free dessert brand, generated interest among buyers targeting wellness-conscious consumers in Southeast Asia. Korean ice cream products, including Tico and Bbangbbare, were introduced through tasting events, while Chefood triangle kimbap products attracted inquiries from buyers seeking convenient frozen meal solutions.
The exhibition also served as a venue for business networking and partnership discussions. Lotte Wellfood CEO Seo Jeong-ho attended the event and met with global distributors and buyers to explore potential areas of cooperation. Shin Yoo-yeol also visited the exhibition site to review operations and business activities.
Among the notable visitors was Thanin Chiravanont, head of CP Axtra, the retail subsidiary of Thailand’s largest private conglomerate, CP Group. Representatives from both companies exchanged greetings and discussed industry developments during the exhibition.
Lotte Wellfood has been expanding its presence at major international food exhibitions as part of its broader overseas growth strategy. The company has recently participated in events including the Sweet & Snacks Expo in the United States, SIAL Paris in France, and ANUGA in Germany to increase global awareness of its brands and strengthen export opportunities.
The company’s international business has continued to show solid growth. Pepero exports reached KRW 87 billion in 2025, up 24 percent from the previous year. Combined overseas sales, including exports and revenue from foreign subsidiaries, surpassed KRW 1.2 trillion. In the first quarter of 2026, revenue from overseas subsidiaries increased 18 percent year-on-year to KRW 270.5 billion, with overseas business accounting for 32 percent of total sales.
