SEOUL — Global music icons BTS are entering the snack aisle with a historic new partnership. The South Korean group has teamed up with Oreo for their first-ever global collaboration with a major snack brand.
The highly anticipated collection is already generating massive excitement among the band's global fanbase, known as ARMY. The unique product line features a vibrant purple color scheme, a flavor inspired by traditional Korean desserts, and hidden messages stamped onto the treats.
Mondelez, the parent company of Oreo, described the partnership as one of its most ambitious international product launches in recent history. The rollout will span across more than 80 international markets.
A PURPLE TRIBUTE WITH CUSTOM ENGRAVINGS
The custom collection includes several distinct elements designed specifically for fans. In a historic first for the brand, the cookie wafers will be dyed purple to honor the signature color of BTS and their fandom.
The wafers will also feature 13 unique engraved designs. These custom stamps include the individual names of the seven band members, the official BTS logo, the popular finger-heart gesture, and the Army Bomb concert lightstick.
Furthermore, the brand confirmed that three special wafer designs can be placed together to reveal a hidden message. All seven members, RM, Jin, Suga, J-Hope, Jimin, V, and Jungkook, directly participated in developing the visual concepts.
KOREAN STREET FOOD INSPIRES NEW FLAVOR
Beyond the visual aesthetics, the cookie features a unique flavor profile modeled after hotteok, a beloved South Korean street food dessert. Oreo described the taste as a brown sugar pancake mix.
Each cookie contains a double layer of cream filling in white and beige shades to mimic the traditional dessert. Hotteok is a popular winter street food in Korea consisting of a pan-fried pancake filled with brown sugar, honey, and cinnamon.
Band member Jin explained that the group specifically chose hotteok because they wanted to share a beloved national treat with global audiences. Fellow member J-Hope added that the final product successfully captured the authentic essence of the Korean flavor.
LAUNCH DATES AND GLOBAL AVAILABILITY
Mondelez confirmed that online pre-sales for the limited-edition cookies will officially begin on June 1st. The product will subsequently launch in physical retail stores globally on June 8th.
Due to the immense global popularity of the group, industry analysts expect the limited inventory to sell out rapidly within the first few days of availability.
The members of BTS expressed great honor in partnering with the brand, noting that Oreos have been a staple of their lives since childhood and throughout their late-night recording studio sessions. The group stated they are proud to use the global platform to share a small piece of their home culture with the world.
