Oreo and BTS to Launch Limited-Edition Purple Hotteok Cookie with VivoCity Pop-Up and Exclusive Merchandise
Fans in Singapore will have an added opportunity to join the BTS Oreo campaign through a special pop-up at the FairPrice outlet in VivoCity, running from June 22 to July 5. The event is designed to give fans a closer experience with the collaboration and extends the campaign beyond the product itself into an interactive fan activity. Visitors will be able to sample the BTS Oreo cookies, adding a tasting element to the activation and giving fans a chance to experience the limited collaboration firsthand.
In addition to sampling the cookies, fans can submit their love letters to BTS at the pop-up, turning the event into a participatory space for supporters of the group. The activation also includes redemption gifts for shoppers who make qualifying purchases. These items include a special Oreo BTS sticker, Oreo plates, and an Oreo apron, creating extra incentives for fans and consumers who take part in the campaign.
The Singapore pop-up forms part of a wider collaboration between Oreo and BTS, one that Mondelez International says is its biggest partnership to date. Simon Crowther, managing director for Malaysia and Singapore at Mondelez International, said the campaign reflects a meeting of two brands with strong fan communities and broad cultural influence. He described BTS as a band that “creates culture and sparks playfulness,” aligning that spirit with Oreo’s own identity.
According to Crowther, the campaign was built to bring together two highly engaged communities and turn fans from passive consumers into active participants. He said the effort is intended to create a shared cultural moment for a new generation of consumers, suggesting that the collaboration is meant to go beyond traditional marketing and become an experience that fans can take part in directly.
The Singapore activity highlights how brands are increasingly using immersive pop-up experiences to connect with consumers in person. By combining product sampling, fan engagement, and exclusive merchandise, the VivoCity activation aims to appeal both to BTS supporters and Oreo shoppers. The inclusion of love letter submissions also adds a fan-service component that reinforces the emotional connection between the group and its audience.
The campaign underscores the continuing commercial strength of BTS, whose popularity has helped drive major brand partnerships across different markets. For Oreo, the collaboration offers a way to tap into a global fan base while creating a novelty product experience that stands out in retail settings. The Singapore pop-up is one of the campaign’s local highlights, giving fans a limited-time chance to engage with the BTS Oreo release in a more personal and memorable way.
