Samsung Electronics is partnering with global sensation BTS for their highly anticipated global concert tour through 2027. This collaboration aims to showcase Samsung’s cutting-edge Galaxy smartphones and enhance the concert experience for fans worldwide.
Announced Friday, Samsung will support the “BTS World Tour Arirang” by integrating its advanced mobile technology. The Galaxy S26 Ultra is positioned as a pivotal tool for fans to capture and share unforgettable live performance moments.
“BTS and ARMY have built a cultural movement that brings everyone together to celebrate self-expression and connection through music,” Samsung stated in a press release.
“This has resulted in a global impact that fosters authentic shared experiences — values that resonate deeply with Samsung’s Galaxy brand philosophy.”
As the BTS tour kicks off in Goyang City, Gyeonggi Province, before expanding to major cities across the globe, Samsung will launch “BTS The City” programs. These programs will integrate retail promotions and interactive installations, beginning in Seoul throughout April.
Samsung’s Gangnam flagship store will host hands-on events featuring Galaxy AI tools, including personalized content creation and citywide activities connected to the tour. Limited-edition merchandise will also be available, designed to attract fans and enhance the overall experience.
Choi Seung-eun, Executive Vice President and Head of the Marketing Center for mobile products at Samsung Electronics, emphasized that the partnership is focused on elevating the fan experience during live performances.
“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,” Choi said.
Hybe CEO Lee Jae-sang echoed this sentiment, highlighting the importance of fan engagement.
“Fans are at the heart of everything we do, shaping our music and journey together with us,” Lee stated. “Through this partnership with Samsung Electronics, we hope fans can experience concerts more vividly and create lasting memories.”
