Samsung and HYBE Form Partnership for BTS’s Arirang Tour Alongside Galaxy S26

Samsung Electronics and HYBE announced on the 27th that they have established a global partnership to collaborate on BTS’s comeback-themed world tour, “Arirang.” The plan is to combine Samsung’s technological capabilities with HYBE’s entertainment expertise to create a new type of fan experience.

The core of this collaboration involves delivering real-time content using the Galaxy S26 Ultra. Samsung Electronics will capture vivid footage of various moments from large-scale concerts that are difficult for audiences to film on their own, using the new device, and share these clips on Samsung’s official social media channels. This will allow fans around the world to experience the excitement of BTS’s performances in real time, even if they cannot be at the venue.

Offline, Samsung will participate in HYBE’s “BTS The City” project. In South Korea, events will take place across Seoul from March 20th to April 19th for one month. Samsung Electronics will provide “Samsung Gangnam” as a key stop for a stamp rally where fans can visit various landmarks in the city to collect stamps. Fans who visit this location can create custom stickers using the AI-powered “Creative Studio” built into Galaxy S26 series devices after QR code verification, and they will receive limited-edition souvenirs upon participation.

Choi Seung-eun, vice president and head of Samsung Electronics’ MX Business Division’s Marketing Center, said, “Samsung Electronics believes that technology can enrich people’s everyday experiences. We share the sincerity, self-expression, and positive influence demonstrated by BTS and their fan community. Through this collaboration, Galaxy will serve as a bridge connecting artists and fans, helping them meaningfully experience concert moments, preserve those emotions for longer, and share them.”

Lee Jae-sang, CEO of HYBE, said, “Fans are always the most important group who help us create our music and journey together. We hope that through this partnership with Samsung Electronics, fans will be able to experience and remember the concerts more vividly.”

BTS’s world tour “Arirang” is set to begin in Goyang, Gyeonggi Province, in April, followed by performances in Busan in June and London in the UK in July. The tour will continue to be held in major cities around the world until 2027.