OREO And BTS Launch Global Cookie Collaboration Inspired By Korean Street Food
Mondelēz International has unveiled a new global collaboration between its OREO brand and South Korean pop group BTS, introducing a limited-edition cookie developed in partnership with the band and inspired by Korean street food.
The launch marks what Mondelēz describes as BTS’s first global snacking partnership and will be rolled out across more than 80 markets. The new product features a brown sugar–pancake flavoured crème inspired by hotteok, a popular Korean street food made from sweet, brown sugar-filled pancakes.
According to the company, the collaboration forms part of OREO’s broader strategy to differentiate itself in the competitive snacking market through high-profile partnerships designed to engage consumers and strengthen cultural relevance.
The limited-edition product combines a familiar OREO format with a flavour profile chosen by BTS. Mondelēz said the concept was inspired by the group’s childhood memories of both hotteok and OREO cookies.
“For OREO to be the first snacking brand we’ve collaborated with globally is a huge honour. 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 said. “We’re just so proud to add our own chapter to OREO’s amazing story.”
The cookies also feature 13 unique embossments designed by BTS to commemorate the group’s 13th anniversary. The designs include references to the band, individual member names and symbols associated with the BTS fan community.
Alongside the product launch, the company is introducing a global consumer engagement campaign centred on letter writing. Fans will be invited to submit digital messages to BTS through a dedicated online platform, contributing to what the company describes as an effort to create the world’s largest love letter to the group.
“This is our biggest collaboration to date, and we’re excited to partner BTS, a band that creates culture and sparks playfulness—much like OREO,” said Simon Crowther, Managing Director for Malaysia and Singapore at Mondelēz International. “The campaign brings together two passionate communities, transforming fans from passive consumers into active participants, and creating a shared cultural moment for a new generation of consumers.”
In Singapore, the launch will be supported by a consumer activation event at FairPrice Vivocity from June 22 to July 5, where visitors will be able to sample the new flavour and participate in the campaign.
The limited-edition OREO & BTS cookies began rolling out to retailers on June 8 and will be available while supplies last.