BTS X ARIH

ARIH

It’s not often that a food brand is created by a musical artist. But the creators of ARIH, owned by food companies Paldo and HY (formerly Korea Yakult), found inspiration in global superstars BTS and their new album, ARIRANG, which they wanted to “share the true, unfiltered resonance of Korea with the global mainstream.”

The company collaborated with BTS to develop the brand and the food and beverage that it would provide. The members’ opinions were incorporated into the brand’s name, flavors, package design, and the product’s concept of “balance, happiness, and health in everyday life.”

According to the website, the products “blend the spirit of positivity and creativity behind their music with refined Korean flavor to innovate modern wellness.” Like BTS, ARIH is “a place where Korean heritage, rooted in balance and soul, becomes a shared experience of harmony for a new generation.”

For many, comfort comes in the form of food and drinks, which is what ARIH sells. Instant noodle pillows and bowls are offered in a variety of flavors, including Black Pepper Tteokbokki, Gochujang Butter, K-Super Spicy Seaweed, Vongole, Soy Sauce Butter, Spicy Seaweed, and Truffle Bulgogi. Unlike typical ramyeon noodles, ARIH offers restaurant-inspired, soupless noodles with a modern fettuccine-style texture.

For focus, ARIH created Postbiotic Energy Drinks (100mg Caffeine, 0g of sugar) in multiple flavors, including Blush Berry, Cherry Nova, Jolly Strawberry, Tropical Wave, Lemon Crest, Orange Hour, and Peachy Sunshine. The drinks are clean and refreshing, designed to help with energy and clarity. There are no artificial colors, flavors, or sweeteners.

For digestive balance, the company offers Dual Biotic Soda (3g of prebiotic fiber) in flavors: Apple Flare, Berry Bliss, Clear Lemon, Red Ruby Galore, Peach Mango Horizon, Pineapple Drift, and Positive Orange. These light, sparkling sodas are low sugar and help support gut health and digestive comfort with prebiotics and fiber.

The company has thrown pop-ups throughout Seoul and Los Angeles, promoting the brand alongside BTS. Several members shared the site’s link on their personal social media pages. As the official sponsor of BTS’s World Tour: ARIRANG, ARIH will have interactive pop-ups and booths at each concert, kicking off in Tampa this Saturday, featuring product samples and surprise giveaways.

BTS members – RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook – participated in the product’s promotions, showcasing their everyday life living in wellness, as Jung Kook is shown working out, RM is reading, Jin is playing video games and reading, SUGA is in the music studio, j-hope is dancing, V is shown cooking (despite the fact that he is known for not knowing how to cook), and Jimin is just looking off into the sunset.

Fans of BTS, known as ARMY, have poked fun at the Instagram ads for the products, which feature members RM, Jimin, and V making the food, with two of the three being hilariously deemed the worst cooks in the group. Though it could be smart for the brand to showcase how easy it is to make the modern noodle packs. ARIH’s social media has begun posting videos of the group trying out the products and giving their opinions.

Each BTS member revealed their favorite product from the ARIH line. RM, Jimin, and V are fans of the modern noodles, especially Gochujang Butter, Vongole, and Truffle Bulgogi and Soy Sauce Butter, respectively. The rest of the members are fans of both drinks and share their favorite flavors.

SUGA’s favorite flavors included Postbiotic Energy Drink’s Orange Hour and Dual Biotic Soda’s Positive Orange (which isn’t surprising given he’s known for consuming lots of oranges and tangerines). j-hope also likes Orange Hour, but his Dual Biotic Soda of choice is the Red Ruby Galore. Jin prefers the Postbiotic Energy Tropical Wave and Dual Biotic Soda’s Peach Mango Horizon. Jung Kook’s drinks of choice are both lemon-flavored: Postbiotic Energy Drink’s Lemon Crest and Dual Biotic Soda’s Clear Lemon.

Collaborations with the septet have been proven successful, with many companies that worked with the group seeing sales and marketing efforts increase substantially. Home appliance company Coway saw its revenue jump in Malaysia and the U.S. in 2021 after the group was featured in its commercial.

Fans can now try these products themselves. ARIH launches in the U.S. at Walmart or on its official website on Friday, April 24.