Oreo has partnered with BTS to launch a limited edition Oreo & BTS cookie range inspired by hotteok, the popular Korean sweet pancake. The collaboration marks BTS’ first global snacking partnership and will be introduced across more than 80 markets.
The limited edition cookies feature a hotteok inspired creme paired with purple coloured wafers, referencing the signature colour associated with BTS and its global fan community. According to the brand, the product design has been created as a tribute to BTS fans.
The cookies include 13 unique embossments designed by BTS to commemorate the group’s 13 year journey. These designs feature elements such as the names of the band members, a BTS light stick, and three Oreo cookies that combine to form a message dedicated to fans. The packaging design draws inspiration from South Korean street market culture, incorporating visual references linked to local food, sounds, and marketplace experiences.
As part of the campaign, Oreo is also inviting fans to submit digital letters to BTS through QR codes available on the packs or through the campaign website. The initiative has been inspired by the long standing letter writing culture shared between BTS and its fanbase. Selected participants will have the opportunity to win co-branded Oreo and BTS merchandise along with additional prizes.
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