Samsung and HYBE Form Partnership to Stream “BTS Arirang” Globally via Galaxy S26 Ultra

Samsung Electronics and HYBE announced on the 27th that they have established a global partnership for BTS’s Comeback World Tour “Arirang.” The strategy aims to maximize marketing synergy among K-pop fans through collaboration between these two leading Korean companies.

The core of this partnership involves the use of Samsung Electronics’ new flagship smartphone, the Galaxy S26 Ultra. Samsung plans to capture concert stages and atmospheres using the Galaxy S26 Ultra and share the footage on its social media channels. The goal is to deliver a vivid depiction of the performances to fans worldwide by leveraging the high-performance camera technology to show details that are difficult to capture from the audience’s perspective.

Samsung will also participate in HYBE’s city-specific project, “BTS The City,” which is held in each city where concerts take place. In South Korea, “BTS The City Arirang Seoul” is running from March 20 to April 19, featuring various Galaxy experience events across Seoul.

Fans can join a stamp rally by visiting key locations, and those who go to the “Samsung Gangnam” store can create custom stickers using the AI-powered “Creative Studio” feature of the Galaxy S26 series. Limited-edition merchandise will be provided to participants in these experiences.

Choi Seung-eun, vice president of Samsung Electronics’ MX Business Division’s Marketing Center, said, “We share the sincerity and positive impact demonstrated by BTS and their fan community. Galaxy will serve as a bridge connecting artists and fans, helping them experience the performance moments meaningfully and preserve those memories.”

Lee Jae-sang, CEO of HYBE, stated, “Fans are the most important group who help create our music and journey together. We hope that through this collaboration with Samsung Electronics, fans can experience and remember the concerts more vividly.”

BTS’s World Tour “Arirang” will begin in Goyang, Gyeonggi, in April, followed by performances in Busan in June and London in July, with more shows scheduled in major cities around the world until 2027. The tour, which includes 82 performances in total, has already seen most of the previously announced shows in North America and Europe sell out. With rising average ticket prices, it is expected to generate revenue on par with that of global top tours.