Samsung is bringing out the big guns to promote the launch of its slimmest phone to date.
The South Korean electronics company released the latest Galaxy S25 Edge on Monday — a $1,099 phone that is 5.8 millimeters thick and weighs 163 grams.
Samsung tapped Felix Lee, one of K-pop’s biggest faces of the moment, to promote the phone.
Lee, an Australian-born singer from the South Korean boy band Stray Kids, made a joint Instagram post with Samsung Korea on Tuesday. The cinematic video shows Lee dressed in a black suit, his trademark blond hair slicked back.
Samsung’s new phone is set to kick off a new era of skinny phones, with the iPhone 17 “Air” rumored to drop later this year. The Galaxy S25 Edge — advertised with the slogan “Beyond Slim” — is set to go on sale in the US on May 30. It has a 200-megapixel, wide-angle camera and is integrated with Samsung’s AI suite, Galaxy AI.
Lee’s fan base was quick to express excitement about the partnership. Reactions to the post included the comment “Who’s getting this phone bcuz of Felix?” — which had been liked more than 1,500 times at press time.
Samsung first teased the partnership last week with a post showing the silhouette of Lee’s face. It asked people to guess who the person might be and promised Starbucks gift cards to 25 people who guessed correctly.
The Samsung partnership comes in an exciting year for Lee, who walked the runway for Louis Vuitton’s Fall-Winter 2025 show in Paris in March.
Lee was named the house’s ambassador in 2023 and has become a personal muse of LV’s artistic director, Nicolas Ghesquière.
Lee said in interviews with Vogue that Ghesquière personally invited him to walk the LV Fall-Winter 2024 show in Paris. Before the March show, the designer said it was a “big honor” to have Lee there.
This is not the first time Samsung has tapped K-pop talent to promote its products. In 2020, the brand released a special BTS Galaxy phone in collaboration with the Grammy-nominated band, and has featured members of the group in its ads too.
And in 2019, Samsung also released limited-edition black and pink products in collaboration with K-Pop girl group Blackpink.
Representatives for Samsung and Lee did not respond to requests for comment from Business Insider.
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