Samsung Electronics has announced a global partnership with BTS for the upcoming ‘BTS WORLD TOUR ‘ARIRANG’’, positioning its Galaxy devices at the center of the concert experience.
The collaboration focuses on using mobile technology to enhance how fans engage with live performances, blending content capture, sharing, and interactive activities into a connected ecosystem.
Galaxy S26 Ultra Powers Concert Content Capture
At the core of the partnership is the Galaxy S26 Ultra, which Samsung is positioning as a key tool for capturing live concert moments. The device’s camera capabilities are designed to help fans document performances with improved clarity, even in challenging lighting conditions typical of large venues.
This aligns with a broader push among smartphone brands to showcase camera performance through real-world scenarios such as concerts, travel, and live events.
Expanding Fan Engagement Through ‘BTS THE CITY’
Beyond the concerts, Samsung is integrating Galaxy experiences into ‘BTS THE CITY’, a series of themed activities held alongside tour stops. The first activation, ‘BTS THE CITY ARIRANG SEOUL,’ runs in Seoul and features interactive installations across major locations.
Fans can participate in activities such as stamp rallies at Samsung stores and hands-on demos of Galaxy devices, including AI-powered creative tools for content creation. These activations are designed to extend the concert experience beyond the stage and into the city itself.
A new wave is here. When Galaxy meets BTS World Tour ‘ARIRANG’—dive deep together into the rhythm. Let’s feel the vibe, live the moment, and SWIM #withGalaxy. Ready? Be there. #GalaxyAI #GalaxyS26Ultra #GalaxyS26 #BTS_WORLDTOUR_ARIRANG_SPONSOR
Learn more: https://t.co/K3a0YZuDzM pic.twitter.com/DqeyuBDG8U
— Samsung Mobile (@SamsungMobile) March 27, 2026
Tour Rolls Out Globally Through 2027
The ‘BTS WORLD TOUR ‘ARIRANG’’ will begin in Goyang, South Korea, before expanding to major cities worldwide through 2027. Samsung will be present across tour locations, supporting fan engagement initiatives and promoting its Galaxy lineup throughout the tour cycle.
This long-term rollout provides Samsung with a global platform to showcase its devices while aligning with one of the largest fanbases in entertainment.
Interactivity on concert experiences
Samsung’s collaboration with BTS highlights a growing trend where technology companies partner with global artists to demonstrate real-world use cases for their products. Concerts, in particular, offer a high-impact environment to showcase camera performance, connectivity, and content-sharing capabilities.
For Samsung, the partnership reinforces its strategy of positioning Galaxy devices as tools for capturing and sharing meaningful experiences. For fans, it adds a layer of interactivity that extends beyond simply attending a concert, turning live events into shareable, digital-first experiences.
