- Oreo is launching its largest global collaboration to date with K-pop sensation BTS, introducing special-edition cookies available online from June 1 and in stores starting June 8 across over 80 markets worldwide.
- These unique BTS-themed Oreos feature purple wafers, a nod to the band's iconic color, and include 13 distinct embossments showcasing member names and their light stick.
- The sandwich cookies are designed with a white-and-tan creme center, formulated to emulate the flavor of hotteok, a popular Korean brown sugar pancake, a flavor chosen after a two-year development process.
- The partnership aims to capitalize on the growing consumer demand for international flavors and global cuisines, a trend highlighted by the rise of specialty restaurants and social media interest in dishes like hotteok.
- Mondelez, Oreo's parent company, views this collaboration as a strategy to expand the brand's appeal beyond traditional demographics, engaging "older children and Gen Zs" by resonating with local culture and offering intriguing new flavors.
IN FULL
