- BTS and OREO are releasing a hotteok-flavored creme cookie with purple wafers and 13 unique cookie designs, marking BTS's first-ever global collaboration with a snack brand, rolling out across 80+ markets from June 8.
- The limited-edition release features a brown sugar pancake-flavored creme paired with OREO's first-ever purple wafers as a tribute to BTS fans, plus collectible embossments that include a hidden three-cookie fan message.
- Presales begin Monday, June 1 at Oreo.com/UnwrapTheCollab before the cookies hit retailers on June 8, for a limited time while supplies last.
- The 13 designs honor BTS's 13th anniversary and the campaign invites fans to submit digital love letters to the group via QR codes on each package.
- This deal was brokered by Jules Ferree at HYBE America.
BTS and OREO dropped a limited-edition cookie collaboration on May 26, the group’s first-ever global snack brand deal. The cookie features a brown sugar pancake-flavored creme inspired by hotteok, paired with OREO’s first-ever purple wafers, a direct tribute to the ARMY fandom.
Launching across more than 80 markets on June 8, the package features 13 unique cookie designs celebrating BTS’s 13th anniversary, including member names, a BTS light stick, and a hidden message spread across three collectible cookies. This deal was brokered by Jules Ferree at HYBE America.
Jin helped shape the flavor, explaining that hotteok, the beloved Korean brown sugar street-food pancake, was the inspiration: the group wanted to share what Korean dessert culture actually tastes like.
As BTS deepens food-forward cultural brand partnerships, the OREO deal is their boldest move yet to put Korean flavors on a truly global shelf.
OREO, owned by Mondelēz International, has previously collaborated with Lady Gaga (2021, Chromatica-inspired), BLACKPINK (2022, Asia only), and Post Malone (2025). The BTS collab is their most globally ambitious K-pop activation, notably the first not limited to Asian markets.
BTS is currently the top touring act of 2026, with their Arirang World Tour already pulling in $124M across 85 scheduled stadium dates spanning 34 cities and 23 countries.
Having also secured a Visa World Tour sponsorship along the way, the group topped the Billboard 200 for two consecutive weeks with their comeback album ARIRANG.
Off-stage, members have been active across endorsements including V’s Coca-Cola and Celine deals, Suga‘s Samsung and NBA partnerships, and Jin’s Gucci and Dongwon Tuna campaigns.
BTS is also set to co-headline the first-ever FIFA World Cup Final Halftime Show alongside Madonna and Shakira in July 2026.
Takeaways
This deal is a masterclass in cultural export strategy. BTS isn’t just lending their name to a cookie, they’re using one of the world’s most recognized snack brands as a delivery vehicle for Korean culture itself.
Hotteok wasn’t chosen at random; the group said the collaboration grew out of nostalgia and a desire to share Korean flavors with fans around the world. That’s intentional, not incidental.
What also stands out is the timing. OREO’s previous K-pop move with BLACKPINK was Asia-only. Going global with BTS, across 80+ markets, signals a maturation in how Western food companies view K-pop’s consumer reach.
And on BTS’s side, with the Arirang World Tour already shattering records and a FIFA World Cup Halftime Show on the horizon, this deal drops at peak commercial momentum.
The purple wafer detail is worth noting too. OREO has never done that before. That’s not a cosmetic tweak, it’s the brand literally changing its DNA for BTS. That’s leverage.
OREO went global with BTS after going Asia-only with BLACKPINK, does this set a new benchmark for how K-pop acts should negotiate food brand deals going forward? BTS helped develop the hotteok flavor themselves, how much does authentic creative input change the value of a celebrity food collaboration versus a standard endorsement?
