On July 26, 2023, BTS's SUGA attended the Samsung Galaxy Unpacked event in Seoul, South Korea. He was present at the event as a global ambassador for the Samsung brand. Being a local South Korean company, BTS is considered the most prestigious representative of the Samsung brand.
At the Samsung Galaxy Unpacked event, their recently launched flip phone was showcased, and the event kicked off with SUGA's song "Daechwita" playing as the opening performance. The event was also live-streamed on YouTube, featuring SUGA in a video titled "Samsung Galaxy Unpacked July 2023: Lighting Up Seoul."
Apart from BTS's star member, other famous K-pop stars also attended the event, including the entire group Stray Kids, CHEN from TWICE, Wonyoung from IVE, and Hollywood actress Sydney Sweeney.
Samsung maintains a close relationship with BTS, as the group appears in promotional videos and photos for their latest flagship phones.
Earlier this month, Samsung hinted at an upcoming collaboration with SUGA by posting several of his photos multiple times on the company's official Instagram.
SUGA also showed his special attachment to Samsung during his first solo world tour. During a concert in New Jersey in April, the rapper and producer encouraged fans to take selfies using their smartphones, but specifically with Samsung Galaxy phones.
He emphasized his preference for Galaxy over iPhones, saying, "If you offer me a phone, please give me Galaxy only. No iPhone."
He reiterated his love for Samsung phones when he went live on Weverse, the social platform used by the group to communicate with fans, after the concert. Showing his Galaxy smartphone with concert stickers, he joked, "These are tour goods. Don't they fit Galaxy so well? Samsung must be smiling right now."
Since 2020, BTS has been collaborating with Samsung, endorsing the flagship Galaxy S20 series and folding devices. In July 2020, the company released the Samsung Galaxy S20 Plus BTS edition and Samsung Galaxy Buds Plus BTS edition, catering to the global fandom of the septet Army.
Last year, Samsung used the group's associated purple color to promote the Galaxy S22 and Galaxy Z Flip4. During an event in August of the same year, the company presented two never-before-seen digital films featuring BTS at iconic public places worldwide, including Times Square in New York, Piccadilly Circus in London, Kudamm in Berlin, and Coex in Seoul.
Bts member Jimin also appeared in a video show at the Galaxy S23 Unpacked event in San Francisco in February this year.
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