Walmart has rolled out a range of snacks and beverages inspired by K-pop group BTS, expanding its offering of pop-culture-driven products.

The range, branded Arih, was developed in partnership with Paldo and HYH, a US-based venture formed by Hy (formerly Korea Yakult) and Hybe, the entertainment company behind BTS.

The name combines “Ari”, a Korean word meaning “fine” or “beautiful”, with “h”, which HYH describes as representing harmony, happiness and health.

Arih’s product lineup includes Modern Noodle, Postbiotic Energy Drink and Dual Biotic Soda. 

The Modern Noodle range reinterprets instant ramen with a pasta-style format, featuring fettuccine noodles paired with sauces such as gochujang butter, soy sauce butter, vongole and truffle bulgogi.

Meanwhile, the Postbiotic Energy Drink is available in seven fruit flavours, formulated with ingredients such as rice embryo, black garlic, red ginseng and goji berry extract.

Finally, the Dual Biotic Soda is positioned as a low-sugar, low-calorie option containing 3000mg of fibre, also offered in seven fruit variants.

“Arih is not just a food and beverage brand, but a new way of translating global culture into consumer experiences,” HYH said.

“Through our Walmart launch, we will rapidly expand consumer touchpoints across the United States and actively introduce the new Arih lifestyle to a global audience.”

Following its US debut, HYH plans to expand the range into additional global markets.

• Further reading: Samsung and BTS enter global marketing collaboration.