Samsung has unveiled a global partnership with the BTS’ ‘Arirang’ World Tour, a massive comeback tour that marks the K-pop boy group’s return after years away. BTS and ARMYs have built a cultural movement that brings everyone together to celebrate self-expression and connection through music, resulting in a global impact that fosters authentic shared experiences – values that resonate deeply with Samsung’s Galaxy brand philosophy.
By harnessing the power of music and technology, this partnership empowers fans to capture special moments and share them with the world. “Samsung believes that technology enriches everyday experiences,” said Stephanie Choi, EVP and Head of the Mobile Marketing Center, Mobile eXperience (MX) Business at Samsung Electronics. “Through this collaboration, Galaxy will serve as a bridge connecting artists and the audience, enabling people to experience concert moments more meaningfully and preserve and share those memories for longer.”
Building on Galaxy’s vision of meaningful, connected experiences, Samsung reimagines the traditional concert viewing experience by enabling fans to emotionally engage with the boys and their performances in more immersive ways. In particular, the Galaxy S26 Ultra camera captures memorable moments from live performances, allowing the audience around the world to relive and share the experience, bringing the energy and emotion of the concert into their everyday lives.
“Fans are at the heart of everything we do, shaping our music and journey together with us,” said Lee Jae-sang, CEO of HYBE. “Through this partnership with Samsung Electronics, we hope fans can experience concerts more vividly and create lasting memories.”
The BTS’ ‘Arirang’ World Tour will begin in Goyang, South Korea, and continue in major cities around the world through 2027. As part of the world tour, an exclusive ‘BTS THE CITY ARIRANG SEOUL’ is taking place in Seoul from now to 19th April, including a range of Galaxy-powered immersive experiences to major landmarks across the city.
ARMYs can explore the Galaxy S26 series through interactive activities, including a stamp rally at Samsung’s Gangnam store and creating self-made stickers using the Galaxy AI-powered Creative Studio. Participants who complete the activities are eligible to receive prizes, including limited-edition ‘BTS THE CITY ARIRANG SEOUL’ merchandise.
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