Oreo is launching a new marketing initiative by teaming up with the popular K-pop band BTS. Set to capitalize on the burgeoning interest in international flavors, the BTS-themed Oreos will be available online starting June 1, followed by a store release on June 8. These cookies will be sold in over 80 global markets, marking Oreo’s largest collaboration.
The cookies feature purple wafers, paying homage to BTS’s signature color. The band contributed to the cookie design by creating 13 unique embossments, including the members’ names and a concert-related motif. The cookie’s filling aims to deliver the taste of hotteok, a beloved Korean street food made with brown sugar.
BTS expressed excitement for this collaboration, stating that it’s an honor to partner globally with a brand they have enjoyed since childhood. The cookies will be available for a limited period; however, Mondelez, Oreo’s parent company, has not disclosed the production quantity.
Martin Renaud, Mondelez’s chief marketing and sales officer, highlighted the importance of balancing authenticity with Oreo’s brand appeal. The development of the BTS cookie took two years, during which multiple flavors were tested before settling on hotteok.
The demand for global cuisines is growing, as shown by trends identified by Datassential, a consulting firm focused on food and beverage. Restaurants featuring diverse flavors, especially from Asia and South America, have seen increased attention. West African cuisine is also gaining traction in Europe.
Social media platforms are amplifying this trend, with many users sharing their culinary experiences. Russell Zwanka, a food marketing expert, noted that trying global foods is an accessible way for people to experience different cultures.
Oreo has previously collaborated with brands and celebrities like Coca-Cola, Selena Gomez, and Blackpink, introducing limited-time flavors in selected markets. BTS, too, has a history of food partnerships, including a meal promotion with McDonald’s and collaborations with Korean food companies.
Renaud stated that unique partnerships and flavors are crucial for attracting a younger audience beyond typical family consumers. Oreo is already planning future collaborations, focusing on resonance with local cultures rather than merely expanding into more markets.
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