Protesters wrap themselves in silver foil blankets near President Yoon Suk Yeol's residence in Hannam-dong, Seoul, Sunday, during an overnight rally. Dubbed the "Kisses Protesters," they have been likened to the foil-wrapped Hershey's Kisses chocolates. Newsis

Hershey's Kisses, a staple product of global chocolate company Hershey, have traditionally struggled to shine in South Korea despite their popularity abroad. Often seen as a "filler product" in convenience stores and supermarkets, they typically experience modest sales even on Valentine's Day. However, a recent event has given the chocolate a surprising moment in the spotlight.

According to a report by a major convenience store chain on Monday, sales of Hershey's Kisses at its stores nationwide increased by 8.4 percent compared to the previous week.

The company noted that this spike is unusual for Hershey's Kisses, which typically see steady but unremarkable demand. The unexpected surge is attributed to a viral moment involving a protest group nicknamed the "Kisses Protesters."

On Jan. 5, protesters gathered in front of President Yoon Suk Yeol's residence in Hannam-dong, Seoul, calling for his arrest.

The group earned the nickname "Kisses Protesters" due to their appearance — many participants wrapped themselves in silver foil thermal blankets to endure the freezing temperatures and heavy snowfall. The blankets resembled the silver foil wrapping of Hershey's Kisses, sparking the nickname.

Hershey's Kisses, known for their teardrop shape and convenient single-serving size, have been a popular chocolate globally since their launch in 1907. They come in various flavors, such as milk chocolate almond and cookies 'n' cream, and are often given as a gift or enjoyed as a snack.

The viral association between the protesters and the chocolates seems to have translated into increased sales, a phenomenon often seen when products gain media attention. The convenience store chain reported that such trends frequently lead to short-term boosts in sales.

Kim Sang-wook, a physics professor at Kyung Hee University and a well-known figure from TV variety shows, said on social media: “The thermal blankets are an invention of NASA, designed to retain heat in space. You could say the Kisses Protesters are like space warriors.”

This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.