Lisa Wins Historic Golden Globe Award for Best Actress; RIIZE Draws Attention at CES Samsung Event as K-POP’s Global Influence Grows

K-POP idols are breaking new boundaries by entering international stages. At the 83rd Golden Globe Awards, Lisa became the first K-POP idol to appear on stage as a presenter.

Samsung Electronics made a strategic decision to appoint the K-POP idol group RIIZE as brand ambassadors at CES 2026. When the six-member group RIIZE attended Samsung Electronics’ “The First Look” press conference held at the Wynn Hotel in Las Vegas, USA, on January 4, camera crews positioned throughout the venue fired their flashes, instantly changing the atmosphere of the event.

Despite RIIZE sitting in the audience without any separate performances or special stage appearances, the mere presence of the members drew intense focus from media reporters. In some areas, camera lenses and video equipment blocked the view of spectators in the back, prompting security personnel to restrict shooting angles and equipment placement. When RIIZE left the conference, the accompanying crew also moved simultaneously, leaving the front rows empty for a brief moment.

Industry analysts view Samsung Electronics’ decision as a strategic move to maximize on-site attention and reinforce the brand image at a technology-focused event like CES. It is widely considered highly unusual for a press conference centered around product announcements to see such intense media coverage and strict on-site control.

In addition to attending the press conference, RIIZE will tour Samsung Electronics’ exhibition hall to experience AI technologies and services integrated into all product lines, including TVs, home appliances, and mobile devices, under the theme of “AI in Everyday Life.” The group also plans to interact with global customers through related content in the future.

K-POP idols’ entry into international stages demonstrates that they are expanding their roles beyond simple performances to serve as cultural ambassadors at the heart of global cultural events and technology platforms.