RM of BTS Appointed Global Ambassador for Samsung Art TV Initiative

In a significant collaboration that merges art with technology, RM, the leader of the globally acclaimed K-pop group BTS, has been appointed as the global ambassador for Samsung's Art TV initiative. This announcement, made by Samsung Electronics Co., Ltd. on June 19, 2025, marks RM's return to the public eye following his mandatory military service in South Korea, and his new role is set to redefine how art is perceived and accessed through digital platforms.

Samsung's Art TVs, which include models such as MICRO LED, The Frame, and Neo QLED, are designed to blend state-of-the-art display technology with artistic expression. The initiative aims to make art more accessible, allowing users to explore and appreciate a diverse array of artworks from the comfort of their homes. As part of his ambassadorship, RM will contribute commentary and insights on selected artworks featured on the Samsung Art Store, an innovative platform offering a subscription service with over 3,500 high-resolution artworks.

According to Hun Lee, Executive Vice President of the Visual Display Business at Samsung Electronics, RM's extensive passion for art aligns perfectly with the company’s vision of enhancing art accessibility through technology. "RM’s passion for art and culture deeply resonates with our vision to make art more accessible through technology," said Lee. "We’re thrilled to welcome him as the ambassador for Samsung Art TVs, and we believe his voice will inspire a new generation to explore the world of art in meaningful, personal ways."

RM, known not only for his musical talents but also for his deep appreciation for the arts, stated, "As someone who finds deep inspiration and comfort in art, I’m honoured to partner with Samsung to share my journey and love for visual creativity. Through this collaboration, I hope more people can connect with art in their everyday lives — just like I do."

The Samsung Art Store, which is available in 117 countries, provides a unique opportunity for subscribers to enjoy curated collections from world-class galleries and artists, with RM's personal reflections offering additional depth to the viewing experience. His commentary will provide insights into contemporary art, helping to demystify the artistic process and enhance user engagement.

As part of this initiative, RM will also make an appearance at Art Basel, one of the most prestigious international art fairs, held annually in Basel, Switzerland. The event will feature RM hosting a special session where he will discuss contemporary art, the significance of collecting, and the cultural impact of visual storytelling. Highlights from the event will be shared through the Samsung Global Newsroom, providing fans and art enthusiasts with an inside look at RM’s experiences and thoughts on the evolving art landscape.

This partnership between RM and Samsung Art TVs is poised to bridge the gap between the realms of art, technology, and popular culture, ultimately fostering a greater appreciation for visual arts among a global audience. As Samsung continues to innovate in the intersection of technology and artistic expression, RM’s role as ambassador signifies a commitment to making art a more integrated part of everyday life for people around the world.

For more information on Samsung's Art TVs and the Samsung Art Store, visit www.samsung.com.