Oreo Strikes Global BTS Partnership 

Oreo has bagged a landmark global snacking partnership with K-pop sensation BTS. 

The partnership sees a limited edition Korean sweet pancake-inspired Oreo cookie created by BTS, featuring a hotteok-inspired creme flavour and the brand’s first-ever purple wafers, paying tribute to the group’s adoring army, in over 80 markets.

The collab marks another step in the cookie brand’s strategy to drum up cultural relevance through global collaborations designed to boost consumer engagement and excitement in the competitive snacking category.

BTS stated, “For Oreo to be the first snacking brand we’ve collaborated with globally is a huge honour. We ate them as kids, we eat them in the studio, and now Oreo is helping us share a taste of home with the world. We’re just so proud to add our own chapter to Oreo’s amazing story.”

As part of BTS’ 13^th anniversary, the cookies will feature 13 unique embossments designed by the group, including member names, a BTS-themed light stick, and special cookie messages dedicated to fans. 

The campaign also includes a fan engagement initiative inspired by BTS’s letter-writing culture, where consumers can scan QR codes on the cookie packs or visit the campaign website to submit digital “love letters” to BTS, with selected entries likely to be featured as part of a global activation.

The Limited Edition Oreo & BTS Cookies will begin rolling out at retail outlets globally from June 2026 for a limited period. 

According to ASN data,  Oreo (7.6%, US$3.7m+) is the 5^th largest spender for its category in the Asian sponsorship landscape since Q323, with a quarterly average investment of US$310k during this period. However, spending has been muted since Q424, and its latest move with BTS is a much needed boost for the household confectionery name.