OREO has launched its limited-edition BTS Korean Sweet Pancake cookies in India, marking the rollout of its collaboration with the South Korean music group.
To celebrate the launch, the brand hosted an event in Mumbai attended by actor Tiger Shroff, content creators, and BTS fans. The event recreated the spirit of South Korean street markets, with themed engagement zones, photo opportunities, and product sampling for attendees.
The new cookies draw their flavour inspiration from hotteok, a popular South Korean sweet pancake, and are now available in stores nationwide.
Speaking at the event, Tiger Shroff described the atmosphere as electric, noting how special it was to witness the passion BTS fans brought to the celebration in person. He said the limited-edition cookies bring together flavour, fandom, and discovery in a way that feels distinctly OREO, while also tying into Korean street food culture and honouring BTS’s global journey with its fanbase.
As part of the campaign, fans attending the Mumbai event wrote personal messages to BTS, contributing to what OREO is positioning as an attempt at building the world’s largest love letter to the band. The brand has extended this fan participation beyond the event as well – consumers across the country can take part by scanning a QR code featured on the limited-edition packaging.
With this collaboration, OREO taps into BTS’s massive Indian fanbase while giving its product line a culturally relevant, K-pop-driven refresh.
