BTS, OREO Launch Hotteok-Inspired Cookies in 80 Markets for Group's 13th Anniversary
Updated
Updated · Complex · May 26
BTS, OREO Launch Hotteok-Inspired Cookies in 80 Markets for Group's 13th Anniversary
19 articles · Updated · Complex · May 26
June 8 marks the retail debut of BTS's first global OREO collaboration, a limited-edition cookie rolling out in more than 80 markets after presales begin June 1.
The release pairs brown sugar pancake-flavored creme inspired by Korean hotteok with OREO's first purple wafers, reflecting BTS's push to share a taste of home with fans worldwide.
Thirteen embossments created by the group celebrate BTS's 13th anniversary, including member names, a light stick and a hidden message spread across three cookies.
QR codes on the packaging and campaign site will let fans send digital love letters to BTS, extending the launch beyond the cookie itself as the group reconnects with fans after military service.
Can a Korean-flavored cookie truly secure Oreo's future with Gen Z, or is this just a fleeting social media trend?
With fanbases now acting as marketing engines, is this the new blueprint for all global brand collaborations?