Samsung taps BTS’ RM as global ambassador for Art TVs

Samsung Electronics has appointed BTS star Kim Namjun, better known as RM, as the global ambassador for its Samsung Art TVs.

Announced in June 2025, the partnership reflects Samsung’s vision to make curated art accessible to everyone beyond galleries and museums by using technology to turn living spaces into dynamic, personalised galleries. According to the brand, the RM's genuine love for art, both as a collector and an advocate, made him a natural choice. 

In fact, RM has frequently shared his museum visits and artist discoveries with millions of fans worldwide, using his platform to spotlight art’s power to connect and inspire.

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At Art Basel in Basel this year, RM joined Samsung’s ArtCube lounge to celebrate creativity and experience artworks by artists such as Kun-Yong Lee and Basim Magdy. There, he shared his personal reflections on how Samsung Art TVs and the Samsung Art Store offer new ways to discover and live with art in daily life, especially in a digital age where accessibility is key.

“When I connect with a piece of art, it’s like having a silent conversation. Samsung Art TV lets those conversations happen anywhere. It makes it easier for people to discover artists, reflect on their own emotions and build a personal connection with the art they choose to live with," said the K-Pop star.

RM also revealed his ambition to open a physical gallery to house his growing art collection, a space he hopes will bridge East and West, past and present, personality and universality. Importantly, he wants to share his collection digitally through Samsung Art TV, creating an “art bridge” that brings museum experiences to those who can’t easily access galleries, particularly outside Seoul.

Samsung’s partnership with RM is rooted in a shared belief that technology can be a bridge to meaningful experiences. Samsung curator Sofia Monteiro highlighted RM’s unique fit as ambassador: “RM’s sincerity and influence make him a natural partner for Samsung Art TV. He doesn’t just appreciate art — he lives with it and that reflects exactly what our platform is all about.””

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

RM’s ambassadorship comes as Samsung forges a partnership with Art Basel as its official Art TV partner. The collaboration aims to merge art with technology to enhance global accessibility. Through this partnership, subscribers of the Samsung Art Store, a digital art platform exclusive to Samsung TV, gain access to a curated collection of 23 select works from Art Basel’s galleries. Subscribers can also explore expertly curated pieces in 4K resolution, bringing the Art Basel gallery experience directly into their homes.

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