K-pop group BTS made waves in March with their first concert together in nearly four years. Now the famed boy band is teaming up with Oreo, one of America’s most famous cookie brands, for a limited-edition flavor.
Limited-edition releases help the more-than-century-old Oreo brand maintain its cultural relevance, and the BTS partnership could help it capitalize on the increasing popularity of Korean pop culture. The collaboration also provides an extra boost to BTS as the band retakes the global stage after the years-long hiatus during which the K-pop landscape saw massive changes.
The BTS cookie, on sale June 1, will be filled with a sweet creme that was curated to taste like hotteok, a brown sugar-stuffed pancake popular in South Korea, which the seven band members ate growing up, according to a press release.
Their cookie wafer will be purple, a nod to the color associated with BTS and its fan base, known as ARMY. The wafers are engraved with one of 13 designs, three of which spell out a message to fans when put together, as well as a design with the seven band members’ names — RM, Jin, Suga, J-Hope, Jimin, V and Jung Kook, another with a BTS light stick and more.
The crossover with BTS is “much bigger than a US activation,” said Matt Foley, Oreo’s vice president of marketing.
