BACKGROUND

K-pop fandom is built on participation. Fans don’t just attend concerts—they document, remix, and circulate moments as a form of identity and belonging. As this behavior became central to fan culture, traditional brand sponsorships lost their ability to create meaningful connection.

SOLUTION

Samsung partnered with ENHYPEN to build a live K-pop concert designed around fan co-creation. Galaxy devices enabled fans to capture and generate content before, during, and after the event, extending the experience beyond the stage. The program connected live performance with fan-driven media through pre- and post-event activations, IMAX screenings, and an Amazon Prime documentary, creating a single experience that lived across capture, participation, and distribution.

RESULTS



The activation drove sustained fan participation across social platforms and extended the concert’s reach beyond the venue. Galaxy S24 became embedded in how fans documented and shared the experience, and the program earned industry recognition, including a Clio Award.