Ok-pop group BTS made waves in March with their first live performance collectively in practically 4 years. Now the famed boy band is teaming up with Oreo, considered one of America’s most well-known cookie manufacturers, for a limited-edition taste.
Limited-edition releases assist the more-than-century-old Oreo model preserve its cultural relevance, and the BTS partnership may assist it capitalize on the growing recognition of Korean popular culture. The collaboration additionally gives an additional increase to BTS because the band retakes the worldwide stage after the years-long hiatus throughout which the Ok-pop panorama noticed huge modifications.
The BTS cookie, on sale June 1, will probably be crammed with a candy creme that was curated to style like hotteok, a brown sugar-stuffed pancake fashionable in South Korea, which the seven band members ate rising up, in keeping with a press launch.
Their cookie wafer will probably be purple, a nod to the colour related to BTS and its fan base, often called ARMY. The wafers are engraved with considered one of 13 designs, three of which spell out a message to followers when put collectively, in addition to a design with the seven band members’ names — RM, Jin, Suga, J-Hope, Jimin, V and Jung Kook, one other with a BTS gentle stick and extra.
The crossover with BTS is “much bigger than a US activation,” stated Matt Foley, Oreo’s vp of promoting.
BTS’ cookies will probably be bought in additional than 80 nations, in keeping with the corporate. That’s greater than the 4 non-US nations the place Selena Gomez’s horchata-inspired cookies had been made obtainable.
BTS, which debuted in 2013, has been on hiatus since 2022 whereas the members accomplished obligatory navy service in South Korea. The group returned this year with the largest-ever live performance in Seoul, South Korea, as a part of a promotional tour for his or her fifth studio album.
While the group is nonetheless thought-about a Ok-pop powerhouse, they now face way more competitors as a worldwide Ok-pop model — artists like BlackPink, Stray Kids, Ateez, Twice and others at the moment are additionally vying for the eye (and cash) of followers worldwide.
For its half, Oreo is dealing with the identical financial considerations as different client manufacturers. A soar in gasoline costs and years of inflation have dampened Americans’ outlook. And inflation is now operating so scorching that it’s eclipsed Americans’ paycheck good points.
But Oreo stays considered one of Mondelēz International’s greatest manufacturers, topping $4 billion in gross sales in 2023. That’s partly as a result of it positioned itself as an inexpensive indulgence.
Even so, Mondelēz has sought to maintain Oreo related. In July 2025, Mondelez reported North American gross sales had been down 3.5%. Days after the report, it introduced a limited-time collaboration with the Hershey Company’s Reese’s sweet to assist increase gross sales. In the following quarter, Mondelēz stated it might make these cookies a everlasting product to fight weakening client confidence.
