OREO has expanded its India portfolio with the launch of limited-edition BTS Korean Sweet Pancake cookies, strengthening its collaboration with globally popular South Korean music group BTS and leveraging the growing influence of Korean culture among Indian consumers.
The new product, inspired by hotteok — a traditional South Korean sweet pancake commonly sold as street food — is now available across markets nationwide.
To mark the launch, the brand organised a themed event in Mumbai attended by actor Tiger Shroff, digital creators and BTS fans. The activation featured Korean street-market-inspired experiences, including interactive engagement zones, photo opportunities and product sampling sessions designed to create an immersive brand experience.
The launch forms part of OREO’s broader effort to connect with consumers through a mix of flavour innovation and fan culture engagement, combining food trends with entertainment-driven marketing strategies.
Speaking at the event, Tiger Shroff highlighted the enthusiasm surrounding the collaboration and noted that the new offering combines flavour discovery with the strong global fan community associated with BTS.
As part of the campaign, OREO has also introduced an interactive consumer engagement initiative encouraging fans to leave messages for BTS in what the company described as an attempt to create the world’s largest love letter dedicated to the group. Consumers can participate by scanning QR codes available on the limited-edition packs.
The launch comes amid increasing interest among food and beverage brands in integrating pop culture themes and international flavour influences to drive consumer engagement and product discovery.