K-Pop Meets Tech: RIIZE Shines as Samsung's Only Artist at CES 2026 Las Vegas Event
SM Entertainment's RIIZE made waves in Las Vegas as the exclusive K-pop act at Samsung Electronics' "The First Look" event ahead of CES 2026's official opening on January 6.
The six-member group attended Samsung's showcase on January 4 at 7 PM PT, held at the Wynn Hotel's Latour Ballroom. Their appearance came two days before the tech industry's biggest annual conference kicked off on the exhibition floor.
Viral Moment During AI Demo
During the globally livestreamed press conference, Samsung demonstrated its latest TV AI features using RIIZE's hit "Boom Boom Bass." When the presenter introduced them as an "amazing K-pop group," cameras caught the members' enthusiastic reactions from the front row-a moment that quickly spread across social media.
"Boom Boom Bass," released June 2024 from their EP "Riizing," became the group's breakthrough disco-funk track with five music show wins.
Music Throughout Samsung's Exhibition
Samsung's 4,600-square-foot exhibition space featured RIIZE prominently. "Boom Boom Bass" played through Music Studio 5 speakers, while their "Fly Up" music video (from May 2025's "ODYSSEY" album) showcased the new Freestyle+ portable projector.
RIIZE members connected with international media and tech influencers, discussing Samsung products while promoting their music. "It felt fascinating and exciting to see our music and music videos playing at 'The First Look,'" the group said. "We hope RIIZE's music can reach even more people through new and diverse ways."
Samsung Partnership Since May 2025
RIIZE became Samsung's global brand ambassadors in May 2025, launching with the Weverse premiere of their "ODYSSEY BRIIZE FIRST PREMIERE." The 40-minute film featured Samsung products including Galaxy S25 Ultra, Galaxy Ring, and Bespoke AI appliances.
Their partnership has expanded through Galaxy Watch8, SmartThings, and Samsung Health campaigns. For CES, they created short-form content showcasing Samsung's AI products based on each member's interests, releasing January 5 on Instagram and YouTube.
The collaboration demonstrates how tech giants are integrating cultural ambassadors into major product launches, with RIIZE bridging entertainment and technology for global audiences.
