Samsung Electronics to expand concert experience with Galaxy at BTS Busan tour

Samsung Electronics will run a series of audience participation programs using the Galaxy S26 series at the BTS Busan concert, the company said Friday. The initiative aims to extend the concert experience before and after the show through Galaxy AI translation, photo card creation, photo wall shoots and AI sticker making.

Samsung said it will offer a range of Galaxy experience programs tied to the BTS world tour "Arirang" Busan concert, set for June 12 at Busan Asiad Main Stadium.

Samsung Electronics signed a global partnership with HYBE in March and has been collaborating at BTS world tour venues since. At the Busan concert, the company will run its "Immersive Concert Culture Movement" program, which encourages audiences to put down their mobile devices during the performance and focus on the stage.

The Immersive Concert Culture Movement program made its debut at the Stanford, California concert on May 16. Fans capture moments of deep concert immersion on the Galaxy S26 Ultra, and the shots are shared on Samsung's social media channel "Samsung With Galaxy" on Instagram. Samsung plans to release related content at other major tour stops, including London, East Rutherford in the United States, and Toronto, Canada.

In addition, Samsung will set up interactive experience booths inside the Busan concert venue. Fans write cheering messages on a Galaxy S26 series device, and Galaxy AI translates them into Korean in real time, displaying the results on a large LED screen. The messages are also printed on the spot as photo cards for attendees and will be delivered to BTS after the performance.

An official logo photo wall will also be available. Fans can take photos in front of the "BTS World Tour Arirang" official logo photo wall using the Galaxy S26 Ultra and have prints made on-site featuring the concert city name and official logo.

Samsung will also take part in "BTS The City Arirang Busan," a citywide event tied to the concert. From June 10 to June 14, the company will operate Galaxy experience programs at "ARMY MADANG" at The Bay 101 in Busan, offering a sticker-making experience using Creative Studio, the AI-based editing feature on the Galaxy S26 series.

Ten Samsung stores in the Busan area will also run related programs. Visitors can create content using photos taken on the Galaxy S26 series and fan messages, then share them via the Quick Share feature. Samsung will also distribute tour city-specific limited-edition pins at the concert venue experience booths and designated Samsung stores.

"Through Galaxy's powerful camera, AI and connectivity experience, we will continue to expand new experiences tied to the world tour so that audiences can immerse themselves more deeply in the performance and cherish those special moments with the artists in a more meaningful way," said Choi Seung-eun, executive vice president and head of the Mobile Marketing Center at Samsung Electronics' MX Business Division.