The Oreo & BTS collection will be rolled out in more than 80 markets worldwide, including Vietnam.

According to the company, the collaboration combines Oreo’s global brand identity with elements of Korean food culture and BTS’s connection with fans around the world.

The new product features a brown sugar pancake-inspired crème based on hotteoka traditional Korean street snack known for its sweet filling. Oreo said the flavor was developed as a tribute to childhood memories associated with both hotteok and Oreo cookies.

The collaboration also coincides with BTS’s 13th anniversary and includes 13 custom-designed cookie embossments created by the group. The designs feature member names, the band’s signature light stick, and messages dedicated to fans.

In addition to the cookies, the packaging draws inspiration from South Korea’s street market culture, incorporating colorful imagery associated with food streets and urban nightlife.

Oreo said the campaign forms part of its broader strategy to create experience-driven collaborations that connect food products with global pop culture and fan communities.

As part of the launch, the brand is introducing an interactive campaign inviting consumers to contribute to what it describes as the world’s largest digital love letter to BTS.

Consumers can participate by scanning a QR code on the product packaging or visiting the campaign website to submit messages to the group. Participants will also have opportunities to receive limited-edition BTS and Oreo merchandise.

Tran Thi Le Hang, marketing director at Mondelez Kinh Do Vietnam, said the partnership reflects Oreo’s focus on combining creativity, entertainment, and consumer engagement.

“This collaboration with BTS reflects our direction in creating iconic, experience-led campaigns that connect strongly with consumers and global pop culture,” she said.

The limited-edition Oreo & BTS cookies will open for presale in Vietnam on June 2 through Mondelez Kinh Do’s Shopee Mall store before expanding to retail channels nationwide from June 8, while supplies last.

The launch comes amid a growing number of collaborations between global food brands and K-pop artists, reflecting the expanding influence of Korean entertainment and fandom culture in markets worldwide.