The 11th day of the 11th month in 2011. No, not the end of the world. Nothing nasty like that. Quite the opposite actually, especially if you are a lover of chocolate!

I always though Arthur Guinness day was the master of all marketing campaigns, that was until I discovered the madness of Pepero Day in Korea!

 Arthurs Day, was introduced 2 years ago to celebrate the 250th Anniversary of the Guinness brewing company and of course the infamous founder, Arthur Guinness. Guinness drinkers were expected to raise a glass to the memory of Arthur Guinness and an 82c stamp of an Arthur Guinness portrait was also released by An Post to commemorate the anniversary.

Everyone thought it was a once off stunt by Guinness to sell an unprecedented amount of pints in one day! However, 2 years on and the “tradition” continues! Why…umm to celebrate the 252nd anniversary?!?! In an attempt to make it a National holiday? Everyone just laughed it off as a marketing coup!

Thanks to my awesome students in Korea I realised that maybe Arthurs day COULD become a national holiday. Why? Well when I was teaching them the months of the year and asking them what their favourite month was, “November”. was the answer they all shouted. “Why November?”, I asked. “Pepero day, Pepero Day!”

For those who don’t know what pepero day is, it’s a Korean National holiday where people buy their loved ones (children, boyfriends, parents, friends) boxes of Pepero (chocolate covered biscuit sticks).

I can remember getting box after box after box of Pepero chocolates from my students last year…in fact 6 months on and I STILL had them stock piled in my kitchen! They far from helped my attempt at a diet!

Pepero Day started as an elaborate marketing campaign by Korean owned Chocolatiers to sell more chocolates and is now a NATIONAL holiday. It is celebrated on the 11th of November(11/11), as on that day it looks like 4 little Pepero sticks are standing side by side. This year however, there are SIX little fingers standing in a row..The ULTIMATE Pepero Day…Chocolate sales must be through the roof in Korea this week!!

Want to read about more crazy Korean Holidays? CLICK HERE!


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