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Photo courtesy of Yonhap News |
[Alpha Biz= Paul Lee] Samsung Electronics has announced a global partnership with HYBE for BTS’s upcoming comeback world tour concert, “ARIRANG,” aiming to maximize global marketing synergies targeting K-pop fans worldwide.
The collaboration brings together two leading Korean companies to leverage BTS’s global fanbase and enhance brand engagement on an international scale.
At the core of the partnership is Samsung’s latest flagship smartphone, the Galaxy S26 Ultra. Samsung plans to capture the scale, atmosphere, and stage production of the concerts using the device’s high-performance camera and release the content sequentially عبر its official social media channels. The strategy is designed to organically showcase the device’s capabilities by delivering immersive concert visuals that are difficult for attendees to capture from their own vantage points.
Samsung will also participate in HYBE’s city-linked fan experience project, “BTS THE CITY,” offering hands-on opportunities for fans to experience its mobile devices.
HYBE is currently hosting “BTS THE CITY ARIRANG SEOUL” in Korea from March 20 to April 19, transforming key areas of Seoul into a “citywide play park” featuring various fan-focused events and experiences tied to BTS’s comeback. Samsung is taking part by operating interactive Galaxy experience programs throughout the city.
As part of the event, fans can join a “stamp rally” by visiting major locations across Seoul. One of the designated stops includes the Samsung Gangnam store, where visitors can complete QR-based check-ins and use the Galaxy S26 series’ AI-powered “Creative Studio” to create personalized stickers. Participants will receive limited-edition BTS THE CITY ARIRANG SEOUL merchandise.
Choi Seung-eun, Executive Vice President and Head of Marketing at Samsung Electronics’ Mobile eXperience (MX) Division, said, “We resonate deeply with the authenticity, self-expression, and positive influence demonstrated by BTS and its fandom community. Through this collaboration, Galaxy will serve as a meaningful bridge connecting artists and fans, enabling them to experience and preserve the emotional moments of performances and share them over time.”
알파경제 Paul Lee 특파원(hoondork1977@alphabiz.co.kr)
