OREO has announced its first-ever global snacking collaboration, partnering with Korean music group BTS to launch a limited-edition cookie inspired by hotteok – a beloved Korean sweet pancake street food. The product will roll out across more than 80 markets globally, with availability beginning in June for a limited period.
The collaboration goes well beyond a licensing arrangement. BTS was closely involved in the product creation process, contributing to design decisions that make the cookie distinctly theirs. The result is OREO’s first-ever purple wafer – a direct nod to the group’s fan community – paired with a Korean sweet pancake-inspired creme. Thirteen unique embossments, designed by the band to mark their 13-year journey, are spread across the cookies and include member names, a BTS light stick, and hidden fan messages.
The packaging draws visual inspiration from Korean street markets, reinforcing the collaboration’s grounding in South Korean food and cultural identity rather than a superficial celebrity tie-up.
A fan engagement layer adds further depth to the campaign. Consumers can scan a QR code on the pack or visit the campaign website to submit digital love letters to BTS, with selected entries to be featured in a broader global activation – drawing from the group’s long-standing letter-writing culture with its fanbase.
Nitin Saini, vice president of marketing at Mondelez India, described the partnership as a defining moment for the brand, noting OREO’s intent to create experiences that consumers genuinely want to be part of rather than simply observe.
The limited-edition cookies will be available at retail for a limited window starting June 2026.
