BTS and their fanbase, ARMY, have built a cultural movement that celebrates self-expression and connection through music, creating a global impact rooted in shared and authentic experiences—values that strongly align with Samsung’s Galaxy brand philosophy.

By combining music and technology, Samsung and the ‘BTS World Tour ARIRANG’ aim to help fans capture special moments and share them globally, enriching how live performances are experienced and remembered.

“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 between artists and audiences, enabling fans to experience concert moments more meaningfully and preserve those memories for longer.”

Building on Galaxy’s vision of connected and meaningful experiences, Samsung is reimagining the traditional concert experience by enabling audiences to engage more deeply and emotionally with artists and performances.

In particular, the Galaxy S26 Ultra camera is designed to capture high-quality live performance moments, allowing fans around the world to relive and share the energy and emotion of concerts in their everyday lives.

“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’ will begin in Goyang, South Korea, and continue across major global cities through 2027.

As part of the tour, an exclusive BTS The City ARIRANG Seoul event will be held in Seoul from March 20 to April 19, featuring Galaxy-powered immersive experiences across major city landmarks.

Fans can explore the Galaxy S26 series through interactive activities, including a stamp rally at Samsung’s Gangnam store and the creation of custom stickers using Galaxy AI-powered Creative Studio. Participants who complete these activities will be eligible to receive limited-edition ‘BTS The City ARIRANG Seoul’ merchandise.

Following Seoul, ‘BTS The City’ experiences will expand to other tour destinations. Samsung will continue its participation throughout the global journey, driving innovation that enables fans to express themselves, capture meaningful moments, and enhance everyday experiences through Galaxy technology.