Tim Chan
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Samsung is helping BTS fans get up close and personal with the group this summer with a new global partnership with the BTS ‘Arirang’ World Tour.
The Korean electronics giant — and longtime BTS supporters — will host an exclusive “BTS THE CITY ARIRANG SEOUL” experience, with a number of immersive experiences across the city tied to the new Samsung Galaxy S26 smartphone.
First teased at CES and officially unveiled in February, the new Galaxy S26 Ultra phone features a vivid 6.9-inch display, a lightning fast new processor, and a 50MP Ultra-Wide Camera, 200MP Wide Camera and 50MP Telephoto Camera, all housed in a slim and sleek “Armor Aluminum” finish.
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Buy Now AT SAMSUNGGet a 512GB Galaxy S26 Ultra smartphone right now for the same price as a 256GB phone — a 13% savings. This is an exclusive offer on the Samsung website. The phone is available in six colorways, including an online-exclusive “Silver Shadow” and “Pink Gold” release.
As part of the Samsung partnership, BTS fans can use their Galaxy S26 series phones to unlock “interactive activities” and experiences at major landmarks across Seoul, including a stamp rally at Samsung’s Gangnam store and creating self-made stickers using the Galaxy AI-powered Creative Studio, with more activations to be announced soon. Samsung says fans who complete the activities will be eligible to win exclusive prices, including limited-edition BTS THE CITY ARIRANG SEOUL merchandise.
Of course, Samsung is also hoping fans will use their new Galaxy S26 Ultra phones to capture the concert experience when they see BTS on tour. The phone offers up to 8K recording capabilities for the sharpest, more high-resolution videos yet, while “Nightography” technology ensures clear footage even in dimly-lit environments. New features include AI-enhanced stabilization, which keeps the camera steady, while Horizontal Lock keeps the horizon straight, even if you rotate the phone while shooting (say, to switch up your grip).
Samsung says its Galaxy series offer “meaningful, connected experiences,” and the Galaxy S26 Ultra camera “captures memorable moments from live performances, allowing the audience around the world to relive and share the experience, bringing the energy and emotion of the concert into their everyday lives.”
“Samsung believes that technology enriches everyday experiences,” says Stephanie Choi, EVP and Head of the Mobile Marketing Center 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.”
“Fans are at the heart of everything we do, shaping our music and journey together with us,” adds Lee Jae-sang, CEO of HYBE. “Through this partnership with Samsung Electronics, we hope fans can experience concerts more vividly and create lasting memories.”
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This is the latest partnership between Samsung and BTS. The group has appeared in campaigns for Samsung’s phones and earbuds, and the brand famously worked with Suga to remix “Over the Horizon” — a.k.a. the Samsung Galaxy brand song — as part of Samsung’s “Unpacked 2021” event.
In a press release, Samsung says that “BTS and ARMY have built a cultural movement that brings everyone together to celebrate self-expression and experience human connection through music. This resulted in a global impact that fosters authentic shared experiences — values that resonate deeply with Samsung’s Galaxy brand philosophy.”
The BTS THE CITY activation runs until April 19 in Seoul before popping up in other tour stops like Las Vegas, London, and Singapore.
