Limited-edition Oreo & BTS Cookies are created with Korean street food inspiration and fan-focused collectible packaging. The flavor uses a hotteok-inspired creme based on Korean brown sugar pancakes sold at street markets. The cookies also feature Oreo’s first-ever purple wafers, designed as a nod to ARMY. The collaboration is grounded in nostalgia because BTS members grew up eating Oreo in Korea, creating a full-circle connection. Oreo VP Matt Foley says the partnership emphasizes co-creation with a genuine emotional link. BTS contributed hands-on input across flavor inspiration, cookie embossments, and packaging design. The release continues Oreo’s trend of music-linked pop culture collaborations.
"Oreo is teaming up with the Korean supergroup on a limited-edition cookie that blends Korean street food inspiration with fan-focused collectible packaging and custom cookie designs. The new Limited Edition Oreo & BTS Cookies feature a hotteok-inspired creme flavor based on the sweet Korean brown sugar pancake commonly sold at street markets. The cookies also introduce Oreo's first-ever purple wafers, a nod to BTS's globally devoted fanbase, ARMY."
"“We know the best Oreo collaborations are when we really co-create with a partner and there's a real genuine connection between the two,” Foley tells Fast Company. “What made this one so special was when we reached out, we found out quickly that there was a real emotional connection there with the members of BTS. They actually grew up eating Oreo in Korea, so this is a full circle element around this whole partnership, and it made it feel really authentic right from the start.”"
"Foley says BTS played an unusually hands-on role throughout the process, contributing to the flavor inspiration, embossments, and packaging design. “It's a lot. This was a really collaborative process for us,” Foley says. “BTS got deeply involved right from the beginning, because they wanted to make sure the product genuinely reflected the relationship with them that they have with their fans.”"
Read at Fast Company
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