First Global Snacking Partnership for BTS

ORE and K-pop superstars BTS have launched a limited-edition cookie collaboration, marking the boyband's inaugural global snacking partnership. The Limited-Edition OREO & BTS Cookies feature a brown sugar–pancake (hotteok) flavored filling, drawing on childhood memories shared by the seven members.

"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," said BTS. "We're just so proud to add our own chapter to OREO's amazing story."

The cookies will roll out across more than 80 markets beginning June 8, 2026, following a presale launch on June 1 via Amazon Canada.

Cookie Design Celebrates 13-Year Anniversary

The packaging features 13 unique embossments designed by BTS members to commemorate their 13-year tenure since debut in June 2013. The designs include band member names, a BTS light stick, and three OREO cookies that form a message to fans—collectible across the range.

The packaging itself pays homage to South Korea's street market culture, visually referencing the bustling food scenes where hotteok vendors operate.

Fan Engagement Through "Love Letter" Campaign

Mondelēz and BTS are leveraging the fandom's established letter-writing tradition to drive engagement. Consumers can scan QR codes on cookie packages to submit digital "love letters" to BTS. The brand plans to compile submissions into "the world's largest love letter" for an undisclosed real-world activation.

The limited-edition cookies will also feature purple wafers—a first for the OREO brand—as a nod to BTS's fanbase, ARMY.

Why It Matters

The collaboration represents a significant celebrity licensing play in the packaged snacking space, capitalizing on BTS's global cultural reach and devoted fanbase. For retailers, the limited-time positioning and collectible packaging create urgency and repeat-purchase incentives. The multi-market rollout (80+ countries) signals Mondelēz's confidence in cross-cultural appeal, though the U.S. market presence remains unclear from the announcement.

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Written by FBM Publications Editors