Oreo is teaming up with K-pop group BTS to launch a new product that taps into the rising interest in global flavors. Mondelez International, the parent company of Oreo, announced that BTS-themed Oreos will be available for purchase online starting June 1 and in stores from June 8. The cookies, featuring purple wafers—symbolic of the band’s color—will be sold in over 80 markets worldwide, marking it as Oreo’s largest collaboration to date.
The seven members of BTS have designed 13 unique embossments for the wafers, including their names and an outline of a fan light stick used at their concerts. The cookie’s center is a white-and-tan creme filling, crafted to taste like hotteok, a traditional Korean street food pancake filled with brown sugar.
“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 expressed.
The BTS Oreos will be available for a limited time. Mondelez did not disclose the number of packages being produced. Martin Renaud, the company’s chief marketing and sales officer, highlighted that maintaining authenticity while catering to Oreo’s broad consumer base was crucial in this collaboration.
“You want to be authentic and differentiated. But with Oreo, you need to please a large group of people,” Renaud said in a statement to The Associated Press. The flavor development process took about two years, with hotteok chosen after narrowing down three potential flavors.
The release of BTS Oreos coincides with a growing consumer interest in authentic global cuisines. According to Datassential, a food industry consultancy, restaurants in the U.S. offering flavors from Asia and South America have been gaining market share since 2019. Similarly, European dining is seeing increased popularity of West African cuisine.
Social media has amplified this trend. The hashtag “hotteok” on TikTok has accumulated over 11,700 videos. Russell Zwanka, director of food marketing at Western Michigan University, notes that exploring global foods offers a cost-effective way to immerse oneself in different cultures.
“You can experience the world without spending $2,000 on a ticket,” Zwanka commented.
Specialty stores like H Mart and delivery services have facilitated access to international foods. Zwanka describes this trend as embracing beauty in cultural exploration, where consumers seek out regional flavors.
Oreo has engaged in previous partnerships, including collaborations with Coca-Cola, Selena Gomez, and Blackpink. The brand regularly introduces limited-time flavors tailored to specific markets like cherry sakura in Japan and red bean paste in China.
BTS has experience with food collaborations as well, teaming up with McDonald’s in 2021 for a meal offering in 50 countries and developing a noodle and drink line with Korean companies Paldo and Hy.
Renaud emphasized that engaging partnerships and intriguing flavors help expand Oreo’s reach beyond families, ensuring appeal to older children and Gen Z individuals. Upcoming collaborations might not match the scale of the BTS partnership, but they aim to resonate with local cultures effectively.
“We’re not committed to expanding in more markets just for the sake of it. The key is resonating with local culture,” Renaud explained.