From a purple phone in 2020 to j-hope’s teaser for this July’s Galaxy Unpacked, the story of the BTS Samsung phone has already given us a soundtrack, a short film, and a catchphrase ARMY isn’t about to let die anytime soon.
There’s a line that sums up the relationship behind the BTS Samsung phone better than any corporate press release: “No iPhone, only Galaxy.” SUGA was the one who coined it, on stage during his own solo tour, the SUGA | Agust D TOUR ‘D-DAY’, in 2023. During the encore, he had a habit of picking someone from the crowd and filming himself for a few seconds on their phone. One night, he calmly scanned the raised phones, spotted a single Samsung in a sea of iPhones, and declared: Galaxy only, please.
ARMY took it from there. Fans started holding up any Samsung they could find just for a shot at making the video, some even disguised iPhones as Galaxies, and the moment became a running meme. After the show, on Weverse Live, Yoongi doubled down on the joke, showing off his phone covered in tour stickers and teasing: since he already had a Samsung TV at home, how about an appliance campaign next? (Keep that line in mind — by the end of this piece, Samsung sort of grants the wish, just with a different member.)
But that moment was just the cherry on top of a savvy, years-long collab between the biggest group on the planet and the biggest Korean company. Samsung wasn’t about to attach its name to just anyone, and BTS wouldn’t sign off on a partnership that felt shallow or pointless. In the end, we’re the ones who really win (though I suspect Samsung benefits even more than the members themselves — lucky them).
The truth is, by the time SUGA said “only Galaxy,” he and his hyungs had already been faces of the brand for years. It’s a long-running partnership that kept evolving as the group moved through different eras, and along the way it produced some of the most polished commercials a music group has ever starred in. Let’s start from the beginning.
It All Started Purple: The Galaxy S20+ BTS Edition
Ground zero for the hardware side of the partnership has a name and a color: the Galaxy S20+ BTS Edition, unveiled globally on June 15, 2020, alongside the Galaxy Buds+ BTS Edition. The formula was simple and effective: take Samsung’s flagship, dress it in “I Purple You” purple, and wrap it all in a campaign packed with references.
Under the hood, it was the same S20+ as ever, with a 6.7-inch AMOLED display, a 64MP quad camera, 8K video, and a 4,500mAh battery. The difference lived in the shell and the experience: a glass-and-metal Haze Purple finish, a purple heart stamped on the camera module, pre-installed animated wallpapers and themes, exclusive touch effects, seven collectible photocards, stickers in the box, and a shortcut to Weverse. The earbuds followed the same playbook, with a purple case, the band’s logo, and photocards inside. Whoever bought one was very happy, I promise.
In the US, pre-orders opened on June 19, 2020, through Samsung.com and Weverse, with the phone and earbuds hitting shelves on July 9 — a date Samsung tied to BTS ARMY’s seventh anniversary. Early buyers got an exclusive BTS poster, plus 50% off the earbuds when bundled with the phone. And to make it crystal clear who the target audience was, the campaign had each member star in their own S20 video. V’s, with that look of someone who knows exactly the effect he has, sums up the vibe pretty well:
Galaxy x BTS: V and the Galaxy S20 Series
There’s also a video featuring all the members (search around for the other versions, it’s worth it):
Galaxy S20 FE x BTS | Samsung (Full ver.)
One detail worth mentioning: that wasn’t even Samsung’s first flirtation with the group. Months earlier, Samsung had already tied the standard Galaxy S20 to BTS members as a promotional push in the middle of the pandemic, and it helped turn the phone into one of the best-selling handsets in Korea during that period, even outselling the iPhone 11 there. Because, as we all know, anything that gets anywhere near BTS sells out in seconds!
When SUGA Signed the Sound of Galaxy
If there’s a sound anyone can recognize without knowing its name, it’s “Over the Horizon,” the Galaxy line’s signature theme for over a decade. In 2021, the year the melody turned ten, Samsung handed the track over to Yoongi to reimagine it at his own studio, Genius Lab. His first version dropped on August 30, 2021, as an exclusive download through the Galaxy Z Fold3 and Z Flip3 pages.
It worked out so well that the story repeated itself. In 2022, Yoongi produced a second take, “Over the Horizon 2022 produced by SUGA of BTS,” this time for the Z Fold4 and Z Flip4, complete with a black-and-white music video where you can spot the BTS members grooving to the beat. That made him the only artist to score the Galaxy theme twice, a detail Samsung itself is quick to point out.
The making-of for the “Voices of Galaxy” campaign shows SUGA explaining what the song means to him, and it’s a good starting point for understanding why this collaboration went so far beyond an ad and became a real creative engine:
Voices of Galaxy: How BTS’ SUGA Reimagined “Over the Horizon”
All of which is proof enough that the BTS Samsung phone story is a genuine source of creativity, not just a conventional “endorsement.” Then again, when has BTS ever been conventional to begin with? Moving on!
When the Commercial Becomes Cinema
And to prove the BTS Samsung phone partnership was creative long before it was commercial, you just have to scroll through the iconic videos that came out of it. Instead of shoving the product on screen for thirty seconds and slapping the BTS name on carelessly, the brand built a whole series of short films with the group — real scripts, sets, humor, the works. That’s how we got videos that are pure visual and musical delight.
There’s Jin and Jung Kook in a strange (and hilarious!) “fight”…
Galaxy x BTS: The Strange Tailor Shop
Jimin, theatrical, almost ethereal…
Galaxy x BTS: La Parfumerie (Samsung DeX)
Or V just eating a piece of cake and, well, being V:
Galaxy x BTS: A Piece of Cake (Auto Straighten)
And this one’s for the “hard” fans. The partnership also lent the group’s reach to a cause. In “Galaxy for the Planet,” the brand’s environmental message gets the face of all seven members, a nod to BTS’s own track record with social issues.
Galaxy x BTS: Galaxy for the Planet
It’s worth watching these and other videos to really get the point: this isn’t a case of brand ambassadors posing with a phone. It’s a whole content pipeline that consistently produces genuinely good work, which is why fans still circulate these videos today, long after the devices themselves went out of production.
The Foldable Era
When Samsung went all in on foldables, BTS came along for the ride. The commercials for the Z Flip3 and Z Flip4 lines used the group’s choreography and aesthetic to sell the idea of “unfolding your world,” with the open-and-close motion of the device turning into something close to a dance move.
Galaxy x BTS: Unfold Your Galaxy Z Flip3
Galaxy x BTS: Unfold Your World with Galaxy Z Flip4
Somewhere in the middle of all that, there was also the Galaxy S21 campaign, with a video that captured the group’s on-stage energy in 8K — a not-so-subtle way of saying “look at the camera quality you can get from a concert.”
Galaxy S21 Ultra 5G: BTS Live in 8K Video Snap
2023: The Year of “No iPhone, Only Galaxy”
Back to the catchphrase from the intro. 2023 was when the partnership shifted for good from the group to individual projects, and SUGA led the way. The “No iPhone, only Galaxy” line was born on the D-DAY Tour, but he didn’t stop there — Samsung tapped him to introduce that year’s new foldables, the Z Flip5 and Z Fold5, with his usual sense of humor.
Galaxy x SUGA: Galaxy Z Flip5 | Fold5
j-hope joined this phase too. He starred in the reveal video for the Galaxy Z Flip5, reacting to the device’s design with that sharp eye for aesthetics everyone knows him for (yes, there’s a “Hobi judging” bit in there, which we all know well).
Galaxy x j-hope: Galaxy Z Flip5, First Look
One of the biggest BTS moments that year came from the event itself. At the Galaxy Unpacked on July 26, 2023, in Seoul, SUGA represented the group, and the event opened to the sound of his track “Daechwita” (and everyone who watched let out an “ohhh” seeing him looking shy up there).
From Music to the Walls: RM and the Art TVs
In June 2025, the partnership took a turn nobody saw coming, and one that fits the man perfectly: Namjoon was named global ambassador for Samsung’s Art TVs, during Art Basel in Basel. It makes total sense. A contemporary art collector who talks openly about the subject, he started commenting on pieces inside the Samsung Art Store, the brand’s subscription art service for TVs. In other words, the collaboration left mobile behind and moved into the living room, with Nam acting as a bridge between the digital collection and audiences who don’t live near a museum.
RM Shares Journey of Art Discovery at Art Basel in Basel
2026: SUGA Becomes the Face of the Buds4 Pro
Remember that joke about the appliances? Well, Samsung didn’t hand Yoongi a fridge to redecorate the kitchen with, but it did give him something else — something more his style.
At the Galaxy Unpacked on February 25, 2026, in San Francisco, SUGA was announced as global ambassador for the Galaxy Buds4 Pro, the brand’s most advanced premium earbuds, launched alongside the Galaxy S26 line. The reveal came in a trailer that sent the fandom into a frenzy, since it had been a while since the “kitten” had shown up in a commercial.
SUGA x Galaxy Buds4 Pro | Samsung
“Straight from SUGA’s studio to your ears” worked so well because it made total sense for someone who’d already reinvented “Over the Horizon” twice.
Galaxy Joins the ARIRANG Tour
The most recent collaboration is also the most ambitious. In March 2026, Samsung struck a global partnership with the BTS WORLD TOUR ‘ARIRANG,’ putting the Galaxy S26 Ultra at the center of the concert experience as the tool fans would use to capture and relive every moment. In Samsung’s words, the idea is for the Galaxy to work as a bridge between artist and audience — a line from Stephanie Choi, an executive with the Mobile eXperience division. On HYBE’s side, CEO Lee Jae-sang echoed the message of bringing fans and memories closer together.
The most visible arm of that partnership is BTS THE CITY ARIRANG, an urban experience circuit that follows the tour city by city. It kicked off in Seoul, running March 20 to April 19, with activations for the S26 line, a stamp rally at the Gangnam store, Galaxy AI sticker creation, and limited-edition rewards for fans who completed the challenges. It then moved on to other stops. In London, Samsung Experience Stores hosted tour-inspired experiences, with discounts and even a concert kit (a portable battery, a pop socket, and a bottle) for anyone who bought a device from the S26 line. It’s the partnership stepping off the phone screen and taking over entire cities.
The Next Chapter: j-hope and the July Galaxy Unpacked
And here’s where the story catches up with the present. Samsung has set the next Galaxy Unpacked for July 22, 2026, in London, with a livestream on the brand’s website and YouTube channel. The official invite came with the tagline “A New Shape Unfolds,” a nod to the new foldable format expected at the event. Samsung is expected to reveal the Galaxy Z Fold 8 (wider and shorter, almost the size of a passport), the Z Fold 8 Ultra, the Z Flip 8, and a new lineup of watches, with Galaxy AI as the common thread.
What ARMY really cares about is the teaser starring j-hope, released just days before the event on Samsung Mobile’s accounts. In it, j-hope appears with the slogan “Your hope is ready. Tomorrow, a new hope unfolds,” working the artist’s name and catchphrases into the brand in a way that feels organic and genuinely charming.
As of this writing, j-hope’s physical presence on stage in London hasn’t been confirmed. So hold onto that excitement — we’ll update this piece as soon as Samsung shows its hand.
So, How Much Does the BTS Samsung Phone Cost?
Since a good chunk of people searching for “BTS Samsung phone” want to know the price, let’s get to it. The Galaxy S20+ BTS Edition is no longer sold officially by Samsung. It’s become a collector’s item, and that’s where the math gets complicated.
At launch, in 2020, it retailed for $1,249.99 (the phone) and $199.99 (the Galaxy Buds+ BTS Edition). Today, anyone looking for the device will find used and refurbished units on eBay, Swappa, and refurbished-tech sellers like Back Market.
Prices vary a lot, and here’s the catch: a used phone meant only for everyday use usually sells well below the original launch price, while a full, sealed set (box, photocards, stickers, everything intact) commands a serious collector’s premium. Since listings change every week, your best bet is to compare active offers at the time of purchase, keeping a close eye on the item’s real condition and provenance.
For the newest releases, like the Galaxy Buds4 Pro and the S26 line, the way to go is Samsung’s official store and authorized retailers. As for the limited-edition BTS THE CITY items, since they’re rewards from the activations, they tend to resurface later in the fan resale market, for the joy (and financial ruin) of collectors.
Quick Guide: Your Questions Answered
Below, I’ve put together the most common questions when it comes to the BTS Samsung phone.
How much does the BTS Samsung phone cost?
At launch, in 2020, the Galaxy S20+ BTS Edition cost $1,249.99. Today it’s only found on the used and collector’s market, with prices that vary depending on the phone’s condition and whether the set is complete or still sealed.
How much is the Samsung BTS phone?
It depends on what you’re looking for. The 2020 special edition (S20+ BTS Edition, with earbuds) started at $1,249.99 plus $199.99. Current products tied to the group, like the Galaxy Buds4 Pro fronted by SUGA, are priced at Samsung’s regular retail rate.
Will BTS appear at the next Galaxy Unpacked?
Samsung confirmed a teaser starring j-hope for the Galaxy Unpacked on July 22, 2026, in London. His physical presence at the event, however, still hasn’t been officially confirmed as of this writing. We’ll update as soon as there’s news.
Slug: bts-samsung-phone
Meta description: The complete history of the BTS Samsung phone: from the 2020 Galaxy S20+ BTS Edition to j-hope’s teaser for the July 2026 Unpacked.
