A government push to replace Pepero Day

Nov. 11 is known here as “Pepero Day,” when Lotte sells its many-flavored cookie sticks in gift packages for lovers, friends and family. Every year, sales get a boost because of the similarity between the shape of the stick and the date “11/11.”

But the sweet snacks have competition for the day, with the government trying the same marketing gimmick to promote garaetteok, Korea’s stick-shaped rice cakes.

The Ministry for Food, Agriculture, Forestry and Fisheries yesterday said it would hold events from today until Nov. 11, which it calls Garaetteok Day.

The events are targeted at raising domestic rice consumption.

“The ministry designated Nov. 11 as Garaetteok Day in 2006, and since then we have tried to publicize the related events,” said Yoon Jae-don, an official at the ministry.

“This time, we have consumers, a college and companies saying they hope to participate in the events,” he said. “We take it as an sign of increasing recognition of Garaetteok Day.”

Yoon added that the ministry was explicitly trying to replace Pepero Day with the celebration of the traditional rice cakes.

The ministry said it would invite 50 young couples to play garaetteok-eating games in Insa-dong on Sunday.

Meanwhile, SK Group will distribute garaetteok to its employees today, and Nonghyup’s Hanaro Club discount stores will offer special low prices on the food starting today until the big day next week.

Seoul National University will also hold a garaetteok-eating event next Wednesday, the ministry said.

By Moon Gwang-lip [joe@joongang.co.kr]