The OREO brand has joined forces with global K pop sensation BTS in a new worldwide collaboration introducing the Limited-Edition OREO & BTS Cookies, a special release that blends music, culture and flavour in a playful global campaign spanning more than 80 markets.
Created in collaboration with RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook, the new cookies feature a brown sugar pancake inspired flavour, drawing from hotteok, a popular Korean street food filled with warm brown sugar. The result is a sweet creme filling that reimagines a nostalgic Korean snack while pairing it with OREO’s signature cookie base.
The collaboration is described as part of OREO’s wider strategy to create cultural moments through high profile partnerships. In this case, BTS fans are placed at the centre of the experience, with the cookies designed not just as a product but as part of a global fan movement.
Each cookie features one of 13 unique embossments created by BTS to mark the group’s 13th anniversary. These include the names of the members, a BTS light stick and three cookies that combine to reveal a hidden message dedicated to fans. The collectible designs are intended to encourage fans to engage with the product and uncover the full message through the cookie set.
The packaging also reflects South Korean culture, with designs inspired by the vibrant energy of local street markets. From food stalls to bustling scenes, the packaging highlights everyday cultural elements such as hotteok, bringing an immersive visual connection to the flavour inspiration behind the cookies.
Beyond the product itself, the campaign introduces an interactive global fan initiative inviting BTS supporters to write digital love letters. Fans can scan a QR code on the packaging or visit OREO SEA to submit messages to BTS. These fan letters will form part of what the brand calls the world’s largest love letter to the group, with selected participants eligible to receive exclusive OREO and BTS themed prizes.
In Singapore, fans will also be able to experience the collaboration at a special pop up event at FairPrice VivoCity from 22 June to 5 July 2026. The activation will feature product sampling of the hotteok inspired flavour, as well as opportunities for visitors to submit their own digital love letters to BTS on site. Shoppers who meet qualifying purchase requirements will also be able to redeem limited edition merchandise including OREO BTS stickers, plates and aprons, while stocks last.
The Limited-Edition OREO & BTS Cookies will begin rolling out across retailers from 8 June 2026 and will be available for a limited time only, subject to availability.
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