K-pop boy band BTS / Courtesy of Big Hit Entertainment

Tech giant strives to use boy band’s global popularity

When BTS member V appeared on Samsung Electronics’ unveiling event of the Galaxy S20 earlier this month, many expected that the tech giant will join hands with the K-pop boy band.

Indeed, Samsung announced on Feb. 19 that the Seoul-based company will collaborate with the seven-piece idol group to promote its smartphones.

The news came just two days before BTS drops its fourth studio album “Map of the Soul: 7,” which will be released on Feb. 21.

Under the contract, Samsung will carry out marketing activities at a global BTS project dubbed “Connect, BTS.”

BTS fans will be able to experience the exhibition spaces in virtual reality based on Samsung technology.

The art project will be based on the cooperation of curators in five cities across the world. They are London, Berlin, Buenos Aires, New York, and Seoul.

Samsung officials said that they plan various activities to promote its new products together with BTS. But they did not elaborate.

During the Unpacked event last week, Samsung unveiled the Galaxy S20 equipped with such advanced features as ultra-high-resolution and 100x zoom camera.

The world’s largest smartphone manufacturer also took the wraps off the Galaxy Z Flip, which attracted intention for its innovative folding features.