OREO and BTS serve a cookie made for fans, not shelves

OREO is tapping into K-pop fandom culture with a new global collaboration with BTS, unveiling a limited-edition cookie inspired by Korean street food and fan engagement traditions.

The campaign, which will roll out across more than 80 markets, introduces the "Limited edition OREO & BTS cookies", a brown sugar pancake-flavoured OREO inspired by hotteok, a popular Korean street snack.

According to the brand, the flavour was co-created with BTS members RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook, drawing from the group’s childhood memories of eating both hotteok and OREO cookies.

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The limited-edition cookies also feature 13 unique embossments designed by BTS to commemorate the band’s 13th anniversary. These include member names, a BTS light stick, and three OREO cookies that together reveal a hidden message for fans.

In tandem, the packaging takes inspiration from South Korea’s street market culture, featuring visuals designed to reflect the sights, sounds and energy associated with Korean food markets.

Beyond the product launch, OREO is also leaning into fan participation through a digital activation inspired by BTS fandom traditions. Starting 8 June this year, consumers can scan a QR code on the pack or visit the campaign microsite to submit digital letters to BTS as part of an initiative the brand described as an attempt to create the “world’s largest love letter” to the group.

Fans who participate will also stand a chance to win exclusive OREO and BTS prizes.

The collaboration is part of OREO’s broader strategy to drive cultural relevance through partnerships designed to generate conversation and fan engagement in an increasingly competitive snack market.

The "Limited edition OREO & BTS cookies" will be available for presale from 1 June 2026 via OREO’s website, before rolling out at retailers from 8 June for a limited time.

"At its core, this partnership is about shared passion. We're uniting BTS' incredibly dedicated fanbase with our own loyal OREO fans to create something genuinely new and exciting," said Matt Foley, VP of marketing, OREO.

He added, "It's this commitment to uniting our fanbases that keeps us at the forefront of pop culture and demonstrates how a brand with a rich history can continue to lead the conversation."  

BTS said the collaboration held personal significance for the group, as OREO was a snack they grew up eating and still enjoy during studio sessions. The band added that the partnership also gave them an opportunity to share a taste of Korean culture with fans around the world through the hotteok-inspired flavour.

The BTS collaboration also builds on OREO’s growing push into K-pop partnerships across Asia. Last year, the brand teamed up with BABYMONSTER for a limited-edition campaign that reimagined its signature “Twist, lick, dunk” ritual through a custom dance challenge and co-created cookie experience.

At the time, OREO said the launch marked its first Southeast Asian cookie co-creation with a global artist.

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