What tastes like a Korean pancake and is purple all over? An Oreo inspired by K-pop group BTS

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Listening

Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. dynamite / ˈdaɪ nəˌmaɪt / (n.) – something or someone that is incredibly exciting, powerful, or impressive
    Example:

    The most talented and popular actors will be in the next superhero movie, making it absolute dynamite.


  2. capitalize on (something) / ˈkæp ɪ tlˌaɪz ɒn / (phrasal v.) – to use a good situation, event, or opportunity in a way that helps someone or something get an advantage
    Example:

    The cafe capitalizes on the sunny weather by selling iced coffee outside the shop.


  3. creme / krɛm / (n.) – a soft, smooth, and usually sweet food that looks or tastes like real cream
    Example:

    She prefers buying bakery donuts that are filled with rich vanilla creme.


  4. strike a balance / straɪk ə ˈbæl əns / (idiom) – to find a middle position between two different or opposite things so that both receive the right amount of attention, importance, or care
    Example:

    Our boss manages to strike a balance of keeping the workplace fun while ensuring everyone finishes their tasks on time.


  5. alienate / ˈeɪ li əˌneɪt / (v.) – to make someone feel that they no longer belong, are not welcome, or are not included in a group or business
    Example:

    If the restaurant changes its entire menu to spicy food, it might alienate regular customers who do not enjoy it.


Article

Read the text below.

Oreo is teaming up with K-pop supergroup BTS for a bit of marketing dynamite that capitalizes on consumers’ growing interest in global flavors.


Mondelez, Oreo’s parent company, said that BTS-themed Oreos would go on sale June 1 online and June 8 in stores. The cookies, which feature purple wafers in a nod to the band’s signature color, would be sold in more than 80 markets around the world, making the partnership the brand’s biggest to date.


The band also designed 13 embossments for the wafers, including the names of the seven members and an outline of the light stick that fans hold at BTS concerts. The white-and-tan creme center of the sandwich cookies was formulated to taste like hotteok, a warm, brown sugar-stuffed pancake that’s a popular Korean street food.


“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 a statement.


BTS Oreos will be sold for a limited time. Chicago-based Mondelez wouldn’t say how many packages it’s making.


Martin Renaud, Mondelez’s 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’s brand and flavoring.


“You 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,” Renaud told The Associated Press. “You cannot come up with something that will be liked only by 20% of the population because it would alienate some of our customers.”


Renaud said Oreo spent around two years developing the BTS cookie, eventually narrowing the possible flavors to three before settling on hotteok.


In recent years, Oreo has partnered with Coca-Cola, singer and actress Selena Gomez, and the K-pop girl band Blackpink, among others. The brand also offers limited-time flavors in specific markets, like cherry sakura in Japan and red bean paste in China.


This article was provided by The Associated Press.


Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

  • Oreo collaborated with the K-pop group BTS to create a limited-edition cookie. How do you feel about food companies collaborating with famous musicians or celebrities to sell products? In your opinion, do these partnerships make a product truly more exciting to buy, or is it just a clever trick to get people to spend more money? Why do you say so? Discuss.
  • If your favorite artist or celebrity collaborated with a food brand, what kind of food would you like to be created? Do you think limited-edition food items, like the BTS Oreos, create a fun experience for consumers, or do they just cause unnecessary stress? Why do you say so? Discuss.

Discussion B

  • Oreo designed this new cookie to taste like hotteok, which is a traditional and popular street food in South Korea. How do you feel about massive global brands taking a traditional local snack from one country and selling it all over the world? Do you think this is a good way to help people learn about and appreciate different cultures? Why or why not? Discuss.
  • If a global brand wanted to create a new flavor inspired by a traditional snack from your own country or culture, what snack should they choose? Why? Should the food company keep the flavor exactly like the original, or is it okay to change the taste a little bit so more people will like it? Why do you think so? Discuss.