OREO Partners with BTS for Limited-Edition Korean Sweet Pancake Cookie Campaign

In a major cross-cultural partnership, OREO and BTS have unveiled a limited-edition cookie designed specifically for fans of the global music phenomenon. The collaboration brings together the seven-member group—RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook—with one of the world's most recognizable cookie brands in a campaign launching across more than 80 markets.

The standout feature of this release is the distinctive flavor profile: the new cookies are filled with a sweet creme infused with hotteok, the beloved warm pancake treat found in Korean street markets. According to BTS, the group has cherished memories of enjoying both hotteok and OREO cookies throughout their lives, making this partnership a meaningful blend of their cultural heritage with a global icon.

"For OREO to be the first snacking brand we've collaborated with globally is a huge honor. We ate them as kids, we eat them in the studio, and now OREO is helping us share a taste of home with the world," the band stated. "We're just so proud to add our own chapter to OREO's amazing story."

The limited-edition cookies feature 13 unique embossments designed by BTS to mark the band's 13th anniversary. These include individual member names, a BTS light stick motif, and three cookie designs that together form a hidden message for fans to discover through collecting.

The packaging itself celebrates South Korean street culture, featuring vibrant imagery that evokes the energy and sensory richness of traditional Korean markets. The design serves as a visual gateway to the cultural experience that inspired the flavor innovation.

Beyond the product itself, OREO has launched an accompanying fan engagement initiative. Drawing inspiration from BTS's fanbase tradition of letter-writing, the brand is inviting supporters globally to participate in creating what it describes as the world's largest love letter to the band. Fans can contribute their messages by scanning a QR code on the cookie packaging or visiting a dedicated digital platform. As submissions accumulate from around the world, participants can read one another's messages while building toward a physical manifestation of the collective letter. Contributors have the chance to win exclusive OREO and BTS merchandise.

Nitin Saini, Vice President of Marketing at Mondelez India, characterized the partnership as significant for both brands. "This is a defining moment for OREO and fans of BTS around the world," he said. "Marking the band's first-ever global snacking partnership, this collaboration is incredibly special, bringing together one of the world's most iconic bands with one of the world's most loved cookies in a way that feels truly cultural, unexpected, and exciting."

Saini added that the collaboration represents OREO's broader strategy of deepening consumer connections through culturally resonant partnerships. "At OREO, we are constantly looking to push the boundaries of how our brand connects with consumers, and collaborations like these allow us to create experiences that they genuinely want to be part of," he explained.

The limited-edition cookies will begin appearing in retail locations starting in June, with availability limited to the duration of the promotional campaign and while stocks remain available. Fans seeking further details and updates can access the dedicated campaign website or follow OREO's social media channels for announcements regarding future developments.