Samsung Electronics has entered a global partnership with BTS for the “BTS World Tour ‘ARIRANG’,” positioning its Galaxy brand prominently in the fan experience throughout the tour.
The collaboration aims to enhance the connection between BTS and its global fanbase, known as ARMY, while promoting Galaxy as a facilitator of immersive experiences. The “BTS World Tour ‘ARIRANG’” will commence in Goyang, South Korea, and will span major cities worldwide through 2027.
Samsung will launch “BTS The City ARIRANG Seoul,” a city-wide activation from March 20 to April 19 in Seoul. This initiative will feature Galaxy-branded experiences at key landmarks, allowing fans to engage closely with both BTS and Samsung.
Seoul fans can participate in interactive activities, including a stamp rally and personalized sticker creation using the Galaxy AI-powered Creative Studio. Completion of certain activities will reward participants with limited-edition BTS merchandise.
After the Seoul events, the “BTS The City” initiative will expand to other locations during the world tour, maintaining Samsung’s active involvement. The partnership is designed to help fans document their experiences and integrate BTS moments into their daily lives using Galaxy devices.
Samsung highlights the advanced camera capabilities of the Galaxy S26 Ultra for capturing live performances, allowing fans to relive concert moments post-show. “Samsung believes that technology enriches everyday experiences,” said Stephanie Choi, EVP and head of mobile marketing at Samsung Electronics.
Lee Jae-sang, CEO of HYBE, emphasized the fan-centric focus of the partnership, stating, “Fans are at the heart of everything we do. Through this partnership with Samsung Electronics, we hope fans can experience concerts more vividly and create lasting memories.”
BTS recently made its long-awaited return with the release of its 10th album, ARIRANG, which generated significant attention during a Netflix live event on March 21, viewed by 18.4 million people worldwide. This marked BTS’ first full live performance since October 2022.
The album’s title references the traditional Korean folk song “Arirang,” and signifies a return to BTS’s earlier sound following a hiatus due to military service. This collaboration follows Samsung’s previous partnership with BTS, where RM served as the global ambassador for Samsung Art TVs.
