BTS Returns to the F&B Space With ARIH, Merging Seoul Street Food with Bold Western Flavors

Summary

• BTS has launched ARIH, a new Western-Korean fusion food and beverage brand, in partnership with Korean food manufacturers Paldo and hy
• The brand debuted exclusively at Walmart with core product categories including Modern Noodle stir-fried ramen and Dual Biotic Soda
• Members of BTS collaborated on the brand’s development, combining authentic Korean flavor profiles with Western dining habits for a global audience

BTS is stepping into the consumer grocery market with the launch of ARIH, a new Western-Korean fusion food and beverage imprint. Developed in partnership with renowned Korean food manufacturers Paldo, the venture aims to share the unfiltered resonance of Korea with the global mainstream. The brand is now available exclusively at Walmart stores across the United States, representing a significant cultural crossover that marries massive K-pop fandom authenticity with mass-market retail distribution.

Translating to “fine” and “beautiful,” with the “H” symbolizing harmony, happiness, and health, the label bridges traditional Seoul street food with modern convenience. The flagship Modern Noodle line introduces restaurant-quality textures to the packaged goods aisle. Engineered with a shorter, fettuccine-style cut designed for effortless fork-based eating, the roster features bold culinary mashups. Fans and food enthusiasts can grab flavors ranging from Black Pepper Tteokbokki and Gochujang Butter to K-Super Spicy Seaweed and Vongole, narrowing the gap between premium takeout and everyday grocery staples.

Alongside the pantry staples, the brand delivers a functional take on everyday refreshments. The Dual Biotic Soda series targets digestive wellness, infusing indulgent profiles with three grams of prebiotic fiber per serving. These vibrant, fruit-forward drops — including the Red Ruby Galore and Peach Mango Horizon iterations — recalibrate the standard soda experience by merging gut health benefits with treat-like flavors.

This celebrity-cocreated initiative completely reshapes the standard assortment strategy for mega-retailers. By collaborating directly with international entertainment titans, global manufacturers are pushing the boundaries of shelf-stability, texture innovation, and authentic flavor replication. Shoppers can find the complete food and beverage collection nationwide via physical aisles and digital storefronts, signaling a new era where culturally engaged branding dictates the future of the industry.