RIIZE, an artist under SM Entertainment, attended “The First Look” event held in Las Vegas, USA, as a global brand ambassador for Samsung Electronics.
According to SM Entertainment on January 6 KST, RIIZE appeared as the only K-pop group at “The First Look,” a large-scale showcase hosted by Samsung Electronics at the Wynn Hotel in Las Vegas. The event took place on January 4 at 7 p.m. local time, two days ahead of the opening of the world’s largest IT and electronics exhibition, CES 2026.
During the globally livestreamed press conference, RIIZE’s hit song “Boom Boom Bass” was played while Samsung demonstrated its TV-related artificial intelligence (AI) features. As the group was introduced as an “amazing K-pop group,” the members’ lively reactions from the front row were captured on camera, drawing enthusiastic responses.
In addition, within Samsung’s exclusive exhibition space spanning approximately 1,400 pyeong, RIIZE’s “Boom Boom Bass” was played through the Music Studio 5 speakers, while the music video for “Fly Up” was showcased via The Freestyle+ portable projector, allowing attendees to experience Samsung’s new products in an immersive way.
RIIZE also interacted with global media representatives and prominent tech influencers from around the world, exchanging insights on Samsung’s products while actively introducing their own music. Their confident yet relaxed attitude earned attention from attendees.
The group shared their thoughts, saying, “It felt fascinating and exciting to see our music and music videos playing at ‘The First Look’ during the world’s largest exhibition. Being invited by Samsung Electronics and attending as ambassadors and representatives of K-pop makes us even more proud. We hope RIIZE’s music can reach even more people through new and diverse ways.”
As Samsung Electronics’ global brand ambassadors, RIIZE have previously collaborated on various projects, including the premiere of their first full-length album 'ODYSSEY,' as well as campaigns related to Galaxy Watch8, SmartThings, and Samsung Health. This time, they also produced short-form content introducing Samsung’s latest AI products based on each member’s personal interests. The content can be found on RIIZE’s official Instagram account and Samsung Electronics’ official YouTube channel.
SEE ALSO: RIIZE earns Platinum Certification in Japan with ‘All of You’
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