A Texas Fox News anchor is under fire for making a strange comment live on air, claiming that K-pop group BTS's collaboration cookie with OREO spells out 'Death to America.'

James Eppler, an anchor for KCBD Fox34 in Lubbock, discussed the band's partnership with OREO during a segment on Tuesday, but in a bizarre moment claimed that the designs engraved on them spell out 'Death to America.'

'The cookies' wafer is the BTS signature color purple. [The] wafers are also engraved with one of 13 designs, which spell out a message to fans when put together that is "Death to America," which I think is really strange,' Eppler was heard saying. 

The moment shocked even his co-hosts, before Eppler quickly laughed the moment off as a joke and said: 'No, it's not.' 

'Why would you say that?' one co-host asked.  

'Somebody could just be tuning in,' another co-anchor pointed out, before the segment continued on. 

The limited-edition purple cookies are flavored to mimic a South Korean dish that the band reportedly ate as children. 

'The cream is supposed to taste like the South Korean treat hotteok, which is a brown sugar-stuffed pancake that some of the band members say they ate as kids,' Eppler said. 

Eppler's joke, however, did not go over well amongst fans online, as the host saw a wave of backlash after the segment aired. 

Some users on X called for Eppler to apologize and retire, dubbing him a 'racist' for the comment. 

Another wrote: 'I'm gonna try to be respectful in the way I address you so I request an immediate apology as well as appropriate actions against James Eppler for his xenophobic as well as unprofessional language. Immediately.'

A third user said: 'The comment made by the individual in this clip is not only false but also incredibly unprofessional, rude, and insensitive (especially in current times). This negatively affects both BTS and OREO by spreading false information about the collaboration.'

'We're just waiting for the "it was just a joke" .. which has become the default corporate shield for Western media whenever they cross the line with BTS,' another chimed in. 

One called on Fox to 'get control of your boy James Eppler,' and said: 'The level of unprofessionalism is off the charts... this comment is disgusting, unprofessional, hateful and dangerous.'

'How can you allow one of your newsmen to say such an inappropriate, disrespectful, unprofessional and xenophobic thing on public television, and allow it to be on air. Is this the kind of person who is representing you and your brand,' another asked. 

As the band celebrates its 13th anniversary, the cookies feature messages for their fans and the cookie is also said to pay homage to South Korea's iconic street market culture. 

'For OREO to be the first snacking brand we've collaborated with globally is a huge honor. We ate them as kids, we eat them in the studio, and now OREO is helping us share a taste of home with the world,' the band said. 

'We're just so proud to add our own chapter to OREO's amazing story.'

The OREOs, which are set to hit stores nationwide on June 8, feature 13 different designs, including, 'The biggest love, BTS ARMY,' 'Our Universe. BTS ARMY,' 'Our biggest voice. BTS ARMY,' and more, USA Today reported. 

BTS also said they have fond childhood memories of OREO cookies, as OREO described the collaboration as 'deeply meaningful.'

Matt Foley, VP of Marketing at OREO, said: 'At its core, this partnership is about shared passion. We're uniting BTS' incredibly dedicated fanbase with our own loyal OREO fans to create something genuinely new and exciting.

'It's this commitment to uniting our fanbases that keeps us at the forefront of pop culture and demonstrates how a brand with a rich history can continue to lead the conversation.' 

The Daily Mail reached out to Fox News for comment.