Technology may be one of South Korea's biggest exports but it's the cultural impact that's most visible to people across the globe. Kpop has become a global phenomenon, along with Korean dramas, movies, and cuisine.

Samsung tends to lean on Kpop's global appeal often for promoting its new devices, and it's done the same for the new Galaxy S25 Edge, bringing in one of Kpop's top starts to drum up hype for its slim phone.

Felix Lee is one of the biggest Kpop stars right now, a regular fixture on fashion runways and music charts. Born in Australia, he's part of the Kpop band Stray Kids with millions of fans both in South Korea and across the globe. Samsung had been teasing this new partnership since a week before the May 13 launch of the Galaxy S25 Edge.

Promotional material for the Galaxy S25 featuring Felix Lee is now being posted on social media, with Lee making a joint post with Samsung Korea himself to announce the launch of the Galaxy S25 Edge. As expected, Lee's fanbase was particularly excited to find out about the device, and Samsung would be hoping that some of them decide to buy it.

This isn't the first time Samsung has leaned into the Kpop hype to promote its products. It launched a BTS edition of the Galaxy S20 series and has often featured members of the band in its ads. Samsung has also previously collaborated with Blackpink, of the biggest female Kpop bands.