BTS Celebrates 'ARIRANG' With ARIH Brand Collaboration

BusinessHollywood & EntertainmentBTS Celebrates 'ARIRANG' With ARIH Brand CollaborationByLaura Sirikul,Contributor.Forbes contributors publish independent expert analyses and insights. Laura Sirikul is a L.A.-based reporter covering film/TV and music.Follow AuthorApr 23, 2026, 11:04pm EDTBTS X ARIHARIHIt’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.MORE FOR YOUFor 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 b...