The BTS x HY collaboration is a strong example of how traditional Korean food companies can evolve through cultural influence. HY, one of Korea’s most established wellness and beverage companies, partnered with BTS to combine health-driven products with global K-pop impact. Through co-branded items like ready-to-drink coffee, the collaboration modernizes HY’s legacy while expanding K-Food to a global audience. KBX is an official stockist of these products.