OREO has announced its first-ever global snacking partnership with BTS, unveiling the Limited Edition OREO & BTS Cookies across more than 80 markets. The collaboration combines product innovation, fandom culture and digital engagement, positioning the campaign as a global consumer participation initiative built around music, storytelling and self-expression.
The limited-edition product has been co-created with BTS members RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook. Inspired by the group’s Korean roots, the cookie introduces a hotteok-inspired flavour, drawing from the popular Korean sweet pancake commonly found in street food markets. The campaign also introduces OREO’s first-ever purple wafer design, referencing BTS’s fan identity and visual culture.
The collaboration forms part of OREO’s broader marketing strategy aimed at creating culturally relevant partnerships that extend beyond traditional product launches. Through the campaign, the brand seeks to generate global fan engagement while positioning the cookie as both a collectible and participatory experience.
The product’s flavour narrative is tied closely to BTS’s personal memories and cultural identity. According to the campaign, the group grew up eating both hotteok and OREO cookies, making the collaboration a blend of nostalgia, fandom and Korean cultural references aimed at international audiences.
BTS said, “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. We’re just so proud to add our own chapter to OREO’s amazing story.”
The campaign also integrates collectability into the product design. Marking BTS’s 13th anniversary, the Limited Edition OREO & BTS Cookies feature 13 unique cookie embossments designed by the band. The embossments include member names, a BTS light stick and three OREO cookies that combine to reveal a hidden message dedicated to BTS fans.
Packaging design plays a central role in the campaign’s storytelling strategy. The cookie packs draw visual inspiration from South Korea’s street market culture, incorporating colours, imagery and references linked to Korean food experiences and urban energy. The design aims to create an immersive fandom-driven retail experience while reinforcing the campaign’s cultural narrative.
Alongside the product launch, OREO has introduced an interactive fan engagement initiative inspired by BTS fandom traditions. Consumers are invited to submit digital ‘love letters’ to BTS by scanning QR codes on the packaging or visiting the campaign microsite. The brand plans to compile these submissions into what it describes as the world’s largest love letter to BTS.
The digital campaign also includes opportunities for fans to win exclusive BTS and OREO merchandise, helping extend engagement beyond purchase into ongoing community participation and social sharing.
Speaking about the collaboration, Nitin Saini, vice president – marketing, Mondelez India, said, “This is a defining moment for OREO and fans of BTS around the world. Marking the band’s first-ever global snacking partnership, this collaboration is incredibly special, bringing together one of the world’s most iconic bands with one of the world’s most loved cookies in a way that feels truly cultural, unexpected, and exciting. At OREO, we are constantly looking to push the boundaries of how our brand connects with consumers, and collaborations like these allow us to create experiences that they genuinely want to be part of. We are thrilled to introduce the limited-edition Korean Sweet Pancake Cookie to consumers and BTS fans very soon, giving them an opportunity to be part of a global celebration of music, fandom and self-expression.”
The Limited Edition OREO & BTS Cookies will roll out across retailers from June for a limited period.
