Samsung and HYBE unite for BTS's Arirang world tour with immersive tech experiences
Samsung Electronics has teamed up with HYBE in a global partnership centred around BTS. The collaboration aims to deepen fan engagement through technology during the group's upcoming world tour. Both companies will work together on events and digital experiences tied to the highly anticipated Arirang tour. The partnership kicks off with BTS The City, an interactive project running in Korea until April 19. Samsung will host special events in Seoul as part of this programme, offering fans immersive ways to connect with the group.
The Arirang world tour begins in Goyang in April, followed by performances in Busan in June and London in July. Over the next three years, the tour will visit 34 cities, including München, Madrid, Brussels, Paris, Tokyo, Mexico City, New York, and São Paulo. Samsung plans to capture and share exclusive footage of the concerts using the Galaxy S26 Ultra, posting highlights on its social media platforms.
HYBE CEO Lee Jae-sang highlighted the goal of making BTS's performances more memorable for fans through this collaboration. Meanwhile, Choi Seung-eun, vice president of Samsung's MX division, emphasised how technology enhances daily life, aligning with BTS's genuine influence and global reach. The partnership positions Galaxy devices as a key link between the artists and their audience. The collaboration between Samsung and HYBE will extend beyond live events. Fans can expect digital content, interactive experiences, and behind-the-scenes access throughout the Arirang tour. The partnership runs until at least 2027, covering all major stops on the group's international schedule.
