BTS Back in Vegas With Samsung Partnership, Fan Activations & Citywide Takeover

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Las Vegas doesn’t do anything small, and neither does BTS. The Bangtan Boys arrived in Nevada last week for four nights at Allegiant Stadium (May 23, 24, 27 and 28), and the city met them in full.

Landmarks from the Luxor Hotel to the Harry Reid International Airport tower illuminated in red, covering the Strip in the group’s “Arirang” era color. That’s what “BTS THE CITY” looks like in its flagship location: an entire metropolis remade in the K-pop group’s image, with exclusive afterparties, themed hotel experiences, and an Arte Museum exhibition.

The last time BTS played a world tour was four years ago. All seven members completed their mandatory South Korean military service between December 2022 and June 2025, and their reunion has been one of the most anticipated moments in pop music. Their new studio album ARIRANG dropped on March 20, and the tour behind it is already on track to exceed half a billion dollars in ticket sales, with more than 3 million fans set to see the show across 85 dates.

In Las Vegas, fan experiences are taking over the city. Korean tech company Samsung has activated one of its biggest concert partnerships of the year around the “Arirang World Tour.” The “Samsung Galaxy x BTS World Tour Arirang” experience runs at Allegiant Stadium on concert days, and is built around the Samsung Galaxy S26 Ultra. There are six touchpoints for fans at the stadium, each designed to spotlight specific camera features of the S26 Ultra. The phone’s Nightography Video mode, which uses AI-driven processing to brighten and sharpen footage in low light, is a natural fit for a concert environment. Photo Assist, an AI photo editor powered by text prompts, is another feature on display.

As for the BTS partnership? Located on Lot G outside Allegiant Stadium and before security, the activation offers fans a chance to get up close and personal with the Samsung Galaxy S26 Ultra. At the Photo Assist station, attendees can swap in custom backgrounds — a BTS music video or a crowd-surfing concert moment — before printing out a souvenir photo to take home. An Interpreter feature on the Android phone lets fans compose a personal message to the K-pop group, and a mirror selfie station stamped with the BTS logo makes for one last photo op before heading to their seats. The first 500 visitors who complete a survey about their experience at this activation will walk away with a Samsung x BTS collectible bag. 

This is not the first time Samsung and BTS have worked together. The group has appeared in campaigns for Samsung phones and earbuds over the years, and the partnership famously extended to music when Suga remixed “Over the Horizon” — the Samsung Galaxy brand song — for the company’s Unpacked 2021 event. 

After visiting Samsung’s activation on Lot G, security lines moved fast heading into the Allegiant Stadium, but the concourse was packed, with food and drink queues running at least 10 minutes. Merch lines were longer. But fans were in good spirits for their long-awaited reunion with the band. The crowd included everyone from grandparents to toddlers. Attendees dressed in sailor outfits to celebrate the group’s comeback single “Swim,” and wore purple wigs as a tribute to BTS’ signature color. The band didn’t keep fans waiting too long, starting only five minutes past the scheduled time.

Beyond Allegiant Stadium, BTS’ Las Vegas takeover continues with the food and beverage brand ARIH — developed in direct collaboration with the K-pop group. The Korean-Western fusion-food brand features a modern noodle, dual biotic sodas, and postbiotic energy drinks, all in seven different flavors as a nod to the septuple group.

The brand has its own fan experiences running across Las Vegas, like the immersive ARIH Zone at The Forum Shops at Caesars Palace until May 28. Here, fans can pose for photos with brand ambassador ARIH Seonbi, receive an “ARIH Las Vegas Takeover passport,” play a game to win a prize (everyone gets something!), and take part in an “ARIH Seonbi Flash Hunt,” tracking down brand ambassadors dressed in traditional Korean attire for chilled ARIH samples. Another activation is situated on Lot G next to the Samsung booth. 

ASelect locations across Las Vegas are featuring an ARIH tasting bar, food truck, and a live cooking station until May 28. You can also visit the ARIH booth at Allegiant Stadium Lot G before heading into the concert. Note that this activation is located before you enter the stadium, so make sure to visit before passing through security.