Oreo has partnered with global K-pop sensation BTS to launch a special edition cookie inspired by Korean flavours and designed to appeal to fans around the world.
The limited-edition BTS Oreos will go on sale online from June 1 and in stores from June 8, according to parent company Mondelez. The cookies will be available in more than 80 markets, making it the brand’s largest global collaboration so far.
The special Oreos feature purple-coloured wafers, inspired by BTS’s signature colour, along with 13 unique designs stamped on the biscuits. These include the names of the seven band members and an outline of the group’s concert light stick.
The cream filling is designed to taste like “hotteok,” a popular Korean street food pancake filled with brown sugar.
BTS said in a statement that the collaboration is meaningful to them as Oreo is one of the first global snack brands they have worked with. The group added that the flavour reflects a taste of home they are now sharing with fans worldwide.
Mondelez said the cookies are being released for a limited time, though the company did not disclose production numbers.
Company officials said the goal was to balance authentic Korean flavours with Oreo’s global appeal. They added that the development process took around two years, with several flavour options considered before choosing hotteok.
Experts say the launch comes at a time when consumers are increasingly interested in international foods, driven by social media trends and easier access to global ingredients. Popular platforms like TikTok have helped boost interest in dishes such as hotteok, while international grocery chains and food delivery services have made global cuisine more accessible.
Oreo has previously collaborated with brands and celebrities including Coca-Cola, Selena Gomez, and K-pop group Blackpink, as well as launching region-specific flavours in different countries.
BTS also has a strong history of food-related partnerships, including a global meal collaboration with McDonald’s in 2021 and other Korean food product launches.
Mondelez said such collaborations help the brand stay relevant among younger consumers while expanding its global reach.
The company added that it continues to explore new partnerships that connect with local cultures while appealing to a worldwide audience.