K-pop’s Gen Z breakout stars RIIZE have started 2026 in headline-grabbing style, touching down in Las Vegas as the latest global ambassadors for Samsung Electronics. The multi-million-selling boy band become the newest act to partner with the tech giant, following in the formidable footsteps of BTS and BLACKPINK.
Signed to SM Entertainment and RCA Records, RIIZE attended Samsung’s annual “The First Look” showcase at Wynn Las Vegas on 4 January, where the brand unveiled cutting-edge technology set to define the year ahead. The event took place just days before CES 2026, the world’s largest consumer electronics and IT exhibition.
RIIZE Soundtrack Samsung’s CES Moment
Throughout the showcase, Samsung spotlighted RIIZE’s rapidly growing musical catalogue, playing their viral single ‘Boom Boom Bass’ and music video for ‘Fly Up’, which has already surpassed 51 million views on YouTube. The pairing of futuristic tech and high-energy K-pop underlined Samsung’s continued focus on youth culture, creativity and global pop influence.
The group — ANTON, SOHEE, WONBIN, EUNSEOK, SHOTARO and SUNGCHAN — were seen exploring Samsung’s newest devices, offering a glimpse into how music, fandom and innovation continue to collide on the world stage.
“Surreal and Meaningful”: RIIZE on Representing K-Pop Globally
Speaking about the experience, RIIZE shared how significant the moment felt for them as artists:
“It felt exciting and surreal to see our music and music videos featured at ‘The First Look’, part of the world’s largest exhibition. Being invited by Samsung Electronics and attending as both brand ambassadors and representatives of K-pop makes the moment even more meaningful for us.”
They added:
“We hope RIIZE’s music can continue to reach even more people through new and creative ways.”
The group also shared behind-the-scenes moments from the exhibition on social media, giving fans a POV look at their Vegas debut with Samsung.
Samsung’s Mauro Porcini Praises RIIZE’s “Human Side”
Samsung Electronics’ President and Chief Design Officer, Mauro Porcini, also reflected on meeting the group, sharing a heartfelt post on his personal Instagram after the event.
“We often see K-pop artists as distant icons… But talking with ANTON, I discovered the deeply human side of this band and of the people behind the spotlight.”
Porcini went on to praise the group’s humility, empathy and openness, adding:
“Congratulations to RIIZE for everything you’ve achieved so far. I wish you continued success and inspiration for decades to come.”
A Defining Global Moment for RIIZE
With chart success, viral hits and now a high-profile global tech partnership under their belt, RIIZE’s Las Vegas appearance signals a major next chapter for the group. As K-pop continues to shape fashion, technology and youth culture worldwide, RIIZE are positioning themselves firmly at the centre of that global conversation.
