Oreos inspired by K-pop group BTS reflect consumers' global tastes
AP News • • general
Key Points:
- Oreo is launching BTS-themed cookies featuring purple wafers and a hotteok-flavored creme center, inspired by the popular Korean street food, available online June 1 and in stores June 8 across more than 80 markets worldwide.
- The cookies include 13 unique embossments designed by BTS, such as the members' names and the outline of the band's concert light stick, making it Oreo's largest collaboration to date.
- Mondelez, Oreo's parent company, emphasized the balance between authenticity to Korean culture and broad consumer appeal, spending two years developing the hotteok flavor after considering several options.
- The launch taps into a growing global trend of consumers seeking authentic international flavors, fueled by social media and easier access to global foods through delivery services and specialty stores.
- Oreo continues to use celebrity and cultural partnerships, including previous collaborations with BTS, Blackpink, and Selena Gomez, to attract younger audiences and maintain brand relevance.