The brown sugar-pancake flavored filling is formulated to taste like hotteok, which is popular in Korean street food markets. BTS members have childhood memories of eating hotteok and also Oreos, “making this a deeply meaningful collaboration that places a piece of their Korean heritage inside an iconic cookie they’ve always loved,” according to the release.<\/p>\n
“For Oreo to be the first snacking brand we’ve collaborated with globally is a huge honor. We ate them as kids, we eat them in the studio, and now Oreo is helping us share a taste of home with the world,” BTS said in the release.<\/p>\n
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Martin Renaud, Mondelez\u2019s chief marketing and sales officer, said the BTS cookies strike a balance of staying true to Korean culture and food while remaining consistent with Oreo\u2019s brand and flavoring.<\/p>\n
\u201cYou want to be authentic, you want to be differentiated and live an experience. But when you are Oreo, you need to be pleasing a large group of people,\u201d Renaud told The Associated Press. \u201cYou cannot come up with something that will be liked only by 20% of the population because it would alienate some of our customers.\u201d<\/p>\n
Renaud said Oreo spent around two years developing the BTS cookie, eventually narrowing the possible flavors to three before settling on hotteok.<\/p>\n
\u201cI think Korean food is an incredible cuisine,” Renaud said. “I\u2019m French, maybe I should not say that, but I believe it.”<\/p>\n