Samsung Electronics said on Oct. 28 it is launching a new marketing campaign for the Galaxy Z Fold8 with K-pop group RESCENE.

The campaign was set up as part of Samsung Electronics’ “true fan” marketing, which focuses on celebrities and influencers who actually use Galaxy products. Samsung Electronics will expand touchpoints with female customers in their teens and 20s through RESCENE members’ experiences using the Galaxy Z Fold8 in daily life.

Samsung Electronics has been running user-focused marketing efforts, including the Voices of Galaxy campaign, which features people who have used Galaxy products for a long time and voluntarily promoted the brand.

Samsung Electronics said the collaboration was prompted by fan requests. It said fans continued to voice hopes for a collaboration after RESCENE members showed affection for Galaxy products on broadcasts and in daily life. RESCENE previously drew attention after trying a Galaxy smartphone on a radio show and saying, "The grip feels really good."

Samsung Electronics earlier released teaser content featuring RESCENE silhouettes on its official social networking service accounts on Oct. 23. The content surpassed 2 million views within a day of release. Samsung plans to conduct various online and offline marketing activities in connection with RESCENE’s new album promotion schedule.

Jeong-mi Park (박정미), vice president of the marketing team at Samsung Electronics’ Korea business, said, "Collaborating with true fans who genuinely love Galaxy always delivers a powerful resonance." She added, "We will deliver the appeal of the Galaxy Z Fold8 in a friendly way to female customers in their teens and 20s."