Oreo is teaming up with K-pop supergroup BTS to launch a new limited-edition cookie that combines the brand's classic sandwich format with a taste of Korean street food. The cookies feature purple wafers, a nod to the band's signature color, and a white-and-tan creme center flavored like hotteok, a warm, brown sugar-stuffed pancake popular in Korea.
Global Launch and Design
Mondelez, Oreo's parent company, announced Tuesday that the BTS-themed Oreos will go on sale June 1 online and June 8 in stores. The cookies will be available in more than 80 markets worldwide, making it the brand's largest partnership to date. The band designed 13 embossments for the wafers, including the names of the seven members and an outline of the light stick used at BTS concerts.
"For Oreo to be the first snacking brand we've collaborated with globally is a huge honor. We ate them as kids, we eat them in the studio and now Oreo is helping us share a taste of home with the world," BTS said in a statement.
Authenticity and Appeal
Martin Renaud, Mondelez's chief marketing and sales officer, said the BTS cookies strike a balance between staying true to Korean culture and maintaining Oreo's brand identity. "You want to be authentic, you want to be differentiated and live an experience. But when you are Oreo, you need to be pleasing a large group of people," Renaud told the Associated Press. "You cannot come up with something that will be liked only by 20% of the population because it would alienate some of our customers."
Renaud noted that Oreo spent around two years developing the BTS cookie, narrowing the possible flavors to three before settling on hotteok. He joked about his French background while praising Korean cuisine.
Growing Interest in Global Flavors
The launch comes at a time when consumers are increasingly eager to sample authentic global cuisines. Datassential, a food and beverage consulting company, reported that U.S. restaurants featuring global flavors—particularly Asian and South American—have gained market share since 2019. In Europe, West African restaurants are growing in popularity.
Social media is fueling this trend, with over 11,700 TikTok videos under the hashtag "hotteok." Russell Zwanka, director of the food marketing program at Western Michigan University, said seeking out global foods is a low-risk way to enjoy other cultures. "You can experience the world without spending $2,000 on a ticket," he said.
Oreo's Partnership Strategy
In recent years, Oreo has partnered with Coca-Cola, Selena Gomez, and the K-pop girl band Blackpink, among others. The brand also offers limited-time flavors in specific markets, such as cherry sakura in Japan and red bean paste in China. BTS has previously collaborated with McDonald's in 2021 for a global meal promotion and with Korean food companies Paldo and Hy for a line of noodles and drinks.
Renaud said partnerships and playful flavors help Oreo appeal to older children and Gen Z consumers. "We want to be making sure we also keep our older children and Gen Zs and keep the brand up to date," he said. Oreo is already working on future collaborations, with Renaud emphasizing the importance of resonating with local culture.
