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

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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 (ARMY), as well as Samsung’s push to frame Galaxy as an enabler of meaningful, connected experiences.

Under the tie-up, Galaxy devices, led by the new Galaxy S26 Ultra, 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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In parallel, 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 city-wide 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.

Following the Seoul leg, “BTS The City” will roll out to other stops on the world tour, with Samsung embedded throughout.

According to the brand, its role is to drive fan-facing innovation that makes it easier for ARMY to express themselves, document their experiences and fold 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,” said Stephanie Choi, EVP and head of the mobile marketing centre, 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." added Choi.

In tandem, 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 long-awaited return to the global stage earlier this month with a high-impact comeback tied to its 10th album, ARIRANG. The launch was anchored by a Netflix live event, “BTS The Comeback Live: ARIRANG” on 21 March, which drew 18.4 million viewers worldwide. The showcase also doubled as the group’s first full live performance together since October 2022, with around 10,000 fans attending in person at Seoul’s historic Gyeongbokgung Palace, adding a cultural layer to the comeback.

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. By partnering with RM, Samsung aimed to inspire people worldwide to embrace art in their everyday environments, using technology as a bridge to emotional and artistic discovery.

Other brands that have knocked on BTS' doors in recent times include McDonald's Singapore, Compose Coffee and Singapore Tourism Board.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.

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