Samsung Electronics announced on Friday that it has formed a global partnership with HYBE and will collaborate on BTS’s comeback world tour, “Arirang.”

Samsung Electronics said the partnership will introduce a new experience that allows audiences to fully immerse themselves in the emotions of BTS’s world tour, captured on the new Galaxy S26 Ultra.


The company will share vividly filmed footage of hard-to-reach moments taken at large-scale concerts using the Galaxy S26 Ultra through its social media channels, delivering the excitement of BTS performances to fans around the world.

Samsung Electronics will also take part in “BTS The City,” an interactive project held in tour cities by HYBE. In Korea, the program will run through April 19, with Samsung hosting events across Seoul to offer various Galaxy experience programs.

Choi Seung-eun, vice president and head of the marketing center at Samsung Electronics’ MX division, said, “We believe technology enriches everyday experiences. We resonate with the authenticity, self-expression and positive influence demonstrated by BTS and their fandom community. Through this collaboration, Galaxy will serve as a bridge connecting artists and fans, helping them experience concert moments in a meaningful way and preserve and share those memories for longer.”

HYBE CEO Lee Jae-sang said, “Fans are always the most important part of our music and journey. Through this collaboration with Samsung Electronics, we hope fans can experience and remember the performances more vividly.”

BTS’s world tour “Arirang” is set to begin in Goyang this April, followed by Busan in June and London in July, with stops in major cities around the world through 2027.



This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY JEONG HYE-JEONG [kim.jiye@joongang.co.kr]