OREO has teamed up with global K-pop sensation BTS to launch the limited-Edition OREO & BTS Cookies, a collaboration created especially for BTS fans.
Created with input from RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook, the special-edition cookie features a unique brown sugar pancake-inspired flavour that pays tribute to one of South Korea’s most beloved street foods. The collaboration will roll out across more than 80 markets globally, bringing together the playful spirit of OREO and the global influence of BTS.
How Is Cultural Storytelling Strengthening the OREO Brand
At the centre of the collaboration is a flavour that tells a story.
At the heart of the collaboration is a flavour with personal meaning for the band. The Limited-Edition OREO & BTS Cookies feature a sweet crème inspired by hotteok, a warm, brown sugar-filled pancake commonly found in South Korean street markets.
BTS has fond childhood memories of eating not just hotteok but also OREO cookies, making this a deeply meaningful collaboration that places a piece of their Korean heritage inside an iconic cookie they’ve always loved.
By partnering with BTS, the brand aims to create a global conversation that celebrates playfulness, fan engagement, and shared experiences while strengthening its position in the competitive snack market.
13 Exclusive Cookie Designs for Fans
To celebrate BTS’s 13th anniversary, the limited-edition cookies feature 13 unique embossments personally designed by the group.
The designs include:
- The names of each BTS member
- The iconic BTS light stick
- Three special OREO cookie designs that combine to reveal a hidden message for fans
Fans are encouraged to collect the different cookie designs to uncover the complete message.
Packaging Influenced by Korea’s Street Markets
The Limited-Edition OREO & BTS packaging pays tribute to South Korea’s vibrant street market culture.
Featuring colourful artwork inspired by the bustling atmosphere of Korean food markets, the design gives fans a taste of the sights, sounds and flavours that inspired the new cookie.
“The excitement around our own OREO cookie has been incredible, and we’ve loved seeing all of your creativity in your love letters,” said BTS. “We’re so proud of what we’ve created with the OREO team and excited that fans in even more places will finally get the chance to try the cookie we worked so hard on together!”
“OREO continues to deliver playful connections and experiences as only the OREO brand can do. Through the global partnership with BTS, we are uniting both OREO and BTS fans in a shared passion,” says Marli Visagie, Biscuits Category Lead for Mondelēz South Africa.
How Is OREO Extending the Campaign Beyond Retail Shelves
Beyond the cookie itself, OREO is inviting fans to participate in a global campaign inspired by BTS fans’ tradition of writing heartfelt letters to the group.
Fans can:
- Scan the QR code on the Limited-Edition OREO & BTS pack or visit oreo.co.za/bts
- Write a digital letter to BTS
- Read messages submitted by fans around the world
- Stand a chance to win exclusive OREO and BTS prizes
The campaign aims to create the world’s largest love letter to BTS, bringing together fans from across the globe.
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