BTS Is Releasing Limited Edition Hotteok-Flavored Oreos
The limited-time cookies feature hotteok-flavored creme and purple wafers as Oreo seeks to keep its flagship brand relevant, a Mondelez executive said.
- Oreo announced its largest global collaboration to date with K-pop sensation BTS, launching hotteok-flavored cookies online June 1 and in stores June 8 across over 80 markets with purple wafers featuring 13 unique embossments.
- Following their return from military service, BTS performed their largest-ever concert in Seoul this year, coinciding with surging consumer appetite for global cuisines fueled by over 11,700 TikTok videos featuring hotteok.
- In a statement, the band expressed their enthusiasm: "For Oreo to be the first snacking brand we've collaborated with globally is a huge honor." Martin Renaud, Mondelez Chief Marketing and Sales Officer, emphasized the cookies balance Korean authenticity with broad appeal.
- The partnership expands Oreo's reach beyond traditional family consumers, specifically engaging older children and Gen Zs. Mondelez declined to disclose production figures but indicated future collaborations may not match this scale.
- Despite topping $4 billion in sales in 2023, Mondelez reported North American sales declined 3.5% in July 2025, prompting multiple collaborations as BTS faces intensifying K-pop competition from Blackpink, Stray Kids, Ateez, and Twice.
15 Articles
15 Articles
Purple Oreo BTS with hotcakes teamed up with U.S. Kookmin Cookie to launch a limited edition of the pancake flavor with members' memories in over 80 countries, South Korea's leading 7-member idol group BTS and American national cookie Oreo Oreo met. According to CNN on the 26th, food company Mondelez International is coming
By Auzinea Bacon, CNN. K-pop group BTS caused a stir in March with their first joint concert in nearly four years. Now, the popular boy band is partnering with Oreo, one of America's most iconic cookie brands, to launch a limited-edition flavor. Limited-edition releases help the century-old Oreo brand maintain its cultural relevance. Furthermore, the collaboration with BTS could allow it to capitalize on the rising popularity of Korean pop cultu…
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