Samsung to expand BTS concert experience in Busan with Galaxy devices

Galaxy AI to translate fan messages in real time, print photo cards

AI stickers, limited-edition pins on offer at The Bay 101, Busan Samsung stores

Images related to the BTS World Tour 'Arirang' in Busan [Provided by Samsung Electronics]

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

Samsung Electronics said Friday it will offer a range of Galaxy experience programs tied to the BTS World Tour "Arirang" concert at Busan Asiad Main Stadium on June 12.

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 audience members to set 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. Under the initiative, moments of audience immersion are captured on the Galaxy S26 Ultra and shared on Samsung's "Samsung with Galaxy" Instagram account. Following Busan, Samsung Electronics plans to release related content at other major tour stops, including London, East Rutherford in the United States, and Toronto, Canada.

Samsung Electronics will also set up interactive experience booths inside the Busan concert venue. Fans who write a support message on a Galaxy S26 series device will have it translated into Korean in real time by Galaxy AI and displayed on a large LED screen. The messages will be printed on the spot as photo cards for attendees and later delivered to BTS.

An official logo photo wall will also be available. Fans can take photos at 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 Electronics will also participate in "BTS The City Arirang Busan," a citywide event tied to the concert. From June 10 through 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 across Busan will also run tie-in programs. Visitors can create content using photos taken on the Galaxy S26 series along with support messages and share them via the Quick Share feature. Samsung Electronics will also offer tour city-exclusive limited-edition pins at the concert venue experience booths and at designated Samsung stores.

Images related to the BTS World Tour 'Arirang' in Busan [Provided by Samsung Electronics]

"The emotion of a concert grows not only in the moments shared on-site, but also when each audience member participates in their own way and carries those memories for a long time," said Choi Seung-eun, executive vice president and head of the Mobile Marketing Center at Samsung Electronics' MX Business Division. "Through Galaxy's powerful camera, AI and connectivity, we will continue to expand new experiences tied to the World Tour so that fans can immerse themselves more deeply in the performance and cherish their special moments with the artists in a more meaningful way."

Meanwhile, Samsung Electronics has maintained various collaborations with BTS since the Galaxy S20, which launched in 2020.

rim@heraldcorp.com