South Korea – Samsung Electronics has announced a global partnership with BTS for the upcoming ‘BTS WORLD TOUR ‘ARIRANG’’, aiming to integrate its Galaxy mobile technology into the live concert experience.
The collaboration is intended to explore how mobile devices can be used to enhance audience engagement during performances, with a focus on capturing and sharing moments from concerts. Samsung also said the initiative reflects shared themes between the company and BTS, including self-expression and connection through music.
“Samsung believes that technology enriches everyday experiences,” said Stephanie Choi, EVP and Head of the Mobile Marketing Center, 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,” Stephanie added.
As part of the partnership, Samsung is positioning its Galaxy S26 Ultra as a tool for capturing live performances, with an emphasis on its camera capabilities. The company said the device is designed to allow audiences to record and revisit concert experiences, as well as share them more widely.
“Fans are at the heart of everything we do, shaping our music and journey together with us,” said Lee Jae-sang, CEO of HYBE. “Through this partnership with Samsung Electronics, we hope fans can experience concerts more vividly and create lasting memories.”
The ‘BTS WORLD TOUR ‘ARIRANG’’ is scheduled to begin in Goyang before expanding to other cities globally through 2027.
Alongside the tour, a related event, ‘BTS THE CITY ARIRANG SEOUL’, is being held in Seoul from 20 March to 19 April. The programme includes a series of branded activities across the city, where visitors can engage with Galaxy devices through interactive experiences.
These include activities at Samsung’s Gangnam store, where visitors can participate in a stamp rally and create customised stickers using Galaxy AI-powered tools. Participants who complete the activities may receive limited-edition merchandise linked to the event.
Moreover, Samsung said similar ‘BTS THE CITY’ activations are expected to be rolled out in other tour locations, as part of efforts to extend the concert experience beyond live performances and into surrounding city environments.
