Samsung strikes BTS tour deal to put Galaxy at centre of fan experience

Samsung Electronics is hitching its Galaxy brand to one of the world’s biggest pop phenomena, signing on as a global partner of BTS World Tour ARIRANG in a deal that puts its mobile technology at the centre of the tour’s fan experience.

The partnership is positioned around a shared focus on self-expression and connection between BTS and its global fanbase, the BTS ARMY, as well as Samsung’s push to frame Galaxy as a link between meaningful, connected experiences.

Under the tie-up, Galaxy devices will be used to power interactive, content-led and immersive moments throughout the tour, with Samsung promising to reimagine the traditional concert experience and bring artists and audiences closer together.

The BTS World Tour ARIRANG will kick off in Goyang, South Korea, before heading to major cities worldwide through 2027.

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Samsung is using the tour as a platform for on-the-ground activations via BTS The City ARIRANG Seoul, which runs in the Korean capital from 20 March to 19 April. The programme layers Galaxy-branded experiences onto key landmarks, giving fans multiple touchpoints to engage with both BTS and Samsung.

Fans in Seoul can also trial the Galaxy S26 series through interactive activities, including a stamp rally at Samsung’s Gangnam flagship and the chance to create personalised stickers using the Galaxy AI-powered Creative Studio. Those who complete the activities can win prizes such as limited-edition “BTS the city ARIRANG Seoul” merchandise.

Samsung said its role is to drive fan-facing innovation that makes it easier for fans to express themselves, document their experiences and folding BTS tour moments into their everyday lives via Galaxy devices. It also highlighted the role of the Galaxy S26 Ultra’s camera in capturing live performances so fans can relive and share concert moments long after the show ends.

“Samsung believes that technology enriches everyday experiences,” Stephanie Choi, EVP and head of mobile eXperience business at Samsung Electronics, said.

“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." 

Lee Jae-sang, CEO of HYBE, said the partnership is designed with fans squarely in mind.

“Fans are at the heart of everything we do, shaping our music and journey together with us. Through this partnership with Samsung Electronics, we hope fans can experience concerts more vividly and create lasting memories.”

The K-pop group marked its return to the global stage earlier this month with a comeback tied to its 10th album, ARIRANG. The launch was anchored by a Netflix live event, on 21 March, which drew 18.4 million viewers worldwide.

The show also doubled as the group’s first full live performance together since October 2022, with 10,000 fans attending in person at Seoul’s historic Gyeongbokgung Palace.

Named after the centuries-old Korean folk song Arirang, the album signals a return to the group’s earlier rebellious, rap-driven sound. The release comes 13 years after the band’s debut, marking a new chapter following their hiatus period as the members completed their military service. 

This is not the first time Samsung has worked with BTS. In July last year, the brand appointed BTS star Kim Namjun, better known as RM, as the global ambassador for its Samsung Art TVs. Other brands that have knocked on BTS' doors in recent times include McDonald's Singapore, Compose Coffee and Singapore Tourism Board.

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