Kuala Lumpur, Malaysia — OREO is dunking into the global power of K-pop with the launch of its first-ever worldwide snacking partnership with BTS, introducing a limited-edition cookie and fan campaign inspired by the group’s Korean roots and devoted fan community!
At the heart of the campaign is the new Limited Edition OREO & BTS Cookie, featuring a hotteok-inspired brown sugar pancake popular in South Korean street food markets, bringing a taste of the group’s heritage to global consumers.
The campaign, which will roll out across more than 80 markets, is designed to spark fan engagement through a mix of product innovation, cultural storytelling and interactive experiences.
To celebrate BTS’s 13th anniversary, the limited-edition cookies feature 13 unique embossments designed by the group, including member names, the BTS light stick and special symbols created for fans to collect.
The packaging also draws inspiration from South Korea’s vibrant street market culture, bringing elements of Korean food and everyday experiences to fans around the world.
As part of the campaign, OREO is inviting fans to help create the world’s largest love letter to BTS by submitting digital messages through a dedicated online platform accessible via QR codes on the special-edition packs.
Fans who participate will have the chance to see their messages featured as part of the global initiative and win exclusive BTS and OREO prizes.
The campaign also includes on-ground activations, with Malaysian fans invited to experience a dedicated OREO x BTS pop-up at Blue Concourse, Sunway Pyramid from 8 to 14 June, where they can sample the new flavour and submit their own messages to the group.
“OREO has always been about simple, joyful moments, and this collaboration with BTS brings that spirit to life in a way that feels deeply personal,” said Simon Crowther, Managing Director for Malaysia and Singapore at Mondelēz International.
“For fans in Malaysia, this is an invitation to be part of a global moment, one that celebrates creativity, shared experiences, and the small rituals that bring people together,” added Crowther.
