Oreo is set to launch its largest global collaboration to date, partnering with K-pop sensation BTS to introduce a new cookie line that taps into the burgeoning consumer appetite for international flavors.
Mondelez, Oreo’s parent company, announced BTS-themed cookies available online from June 1 and in stores starting June 8.
These special-edition Oreos feature purple wafers, a tribute to the band’s iconic color, and are being released in over 80 markets globally, marking the band's most extensive partnership. The K-pop group designed 13 unique wafer embossments, including member names and their iconic light stick.
The sandwich cookies will feature a white-and-tan creme center, formulated to emulate hotteok, a popular Korean brown sugar pancake.
In a statement, BTS expressed their enthusiasm: "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."
These BTS Oreos will be available for a limited period; Chicago-based Mondelez declined to disclose production figures.
Martin Renaud, Mondelez’ chief marketing and sales officer, highlighted that the BTS cookies balance authenticity to Korean culture and cuisine with the established Oreo brand and flavor profile.
He explained to The Associated Press that while authenticity is key, Oreo must also appeal to a broad audience, stating, "You cannot come up with something that will be liked only by 20% of the population because it would alienate some of our customers."
The two-year development process saw Oreo select hotteok from three potential flavors.
The launch coincides with consumers seeking new global cuisines. Datassential reports U.S. restaurants specializing in global flavors (Asian, South American) grown since 2019; West African restaurants surge across Europe.
Social media, with over 11,700 TikTok videos featuring "hotteok," fuels this. Russell Zwanka, director of food marketing at Western Michigan University, explained global foods offer low-risk, low-cost cultural engagement. "You can experience the world without spending $2,000 on a ticket," Zwanka remarked, noting delivery services and specialty stores like H Mart simplified access. "People proactively seek flavors from specific regions of the world," Zwanka stated. "I think that’s beautiful. It’s way the world should be."
Oreo has a history of high-profile collaborations, including partnerships with Coca-Cola, Selena Gomez, and Blackpink, alongside limited-time flavors tailored to specific markets like cherry sakura in Japan. BTS themselves are seasoned collaborators, having partnered with McDonald's in 2021 for a global meal promotion and with Korean food companies Paldo and Hy for their Arih line of noodles and drinks.
Renaud explained that such partnerships and intriguing flavors are instrumental in expanding Oreo’s appeal beyond its traditional family demographic, engaging "older children and Gen Zs" and keeping the brand current. Oreo is already developing its next collaborations, which Renaud indicated might not necessarily match the scale of the BTS partnership. He concluded, "The key point is we need to be really resonating with the local culture."
