Samsung and SUGA began their partnership in October 2023. BTS rapper was appointed as the global brand ambαѕѕador for the Freestyle 2nd Gen projector, appearing in official promotional videos and on Samsung’s global website—highlighting a lifestyle that’s dynamic, creative, and relatable to younger au∂ιєnces.
SUGA also represented the Galaxy lineup, particularly the Galaxy S series. His now-iconic quote—“No iPhone. Only Galaxy.”—during his solo “D-DAY” tour in the U.S. went viral among fans, further cementing his image as a Samsung icon and sparking a lasting online trend.
However, during their collaboration, certain events strained the relationship between SUGA and Samsung. The situation escalated in August 2024, when his DUI case prompted Samsung Germany to temporarily remove his photos (such as those featuring the Galaxy S24 Ultra), fueling speculation about a possible fallout.
At the time, The кσяєα Herald reported that a source familiar with Samsung Electronics’ internal affairs stated: “There is a risk in promoting someone as a brand ambαѕѕador who has caused a social controversy, regardless of the person's fandom". This remark added further tension to an already delicate situation.
Amid growing rumors and a cloud of negativity surrounding their ambαѕѕador, Samsung took swift action to stand by the idol, continuing to share images of SUGA and promote the projector line across social platforms—indicating that the brand ambαѕѕador contract remained intact and stable.
From August last year until now—including the period before SUGA’s military discharge—Samsung has consistently featured him in new campaigns, and no official statement has suggested the end or significant change of their partnership. Naturally, this move garnered strong support from fans.
At the time, many fans even encouraged the brand by saying: “If you stand by Yoongi through all this I will buy a Galaxy Flip. Pinky swear", "Woohoo Samsung! You know what we like: our Samsung devices and Min Yoongi!", "The best Samsung ambαѕѕador. Thank you for keeping him", "I bought my first Samsung phone recently because of Suga so please continue to support him!", "Samsung takes stand", "It shows that you didn't listen the creaters of lies.He is undoubtedly your best representative for samsung.He's polite, respected, friendly, and one of the most famous person of the world."
On the other hand, SUGA himself did not disappoint. After his military discharge, he continued to show strong brand loyalty. On July 7, SUGA, along with Jimin and Jungkook, departed for the U.S. for a private schedule. He was seen using various Samsung products, including the Galaxy Buds 3 Pro and a Samsung Galaxy S25 in Navy Blue.
Photos of the BTS rapper using Samsung products quickly circulated online, driving consumer interest among fans. SUGA’s continued loyalty and natural affinity for Samsung products served as a powerful affirmation that the brand’s decision to stand by him was not only justified, but deeply respected and reciprocated.
