J-Hope's 'passport-style' smartphone in hand, Galaxy Z

BTS's J-Hope has been captured holding Samsung Electronics' next-generation foldable phone, which has not yet been revealed to the world. On the 20th, J-Hope posted several photos on his social media (SNS) showing the backstage scene of BTS's world tour 'ARIRANG' concert. In these photos, which capture the concert rehearsal in Paris, France, and behind-the-scenes daily life, the smartphone held in J-Hope's hand instantly caught the attention of fans worldwide and the IT industry.

The device in the photos features a design that is distinctly different from existing foldable products. It is characterized by a so-called 'passport-style' design, where the vertical length is shorter and the horizontal width is wider. The prevailing analysis is that the rear camera layout and overall silhouette are very similar to the rendering images of Samsung Electronics' next-generation model, the 'Galaxy Z Fold8', which were previously leaked. As the actual use of the device was captured in photos rather than just renderings, the specific size and design of the new product have become even clearer.

The reality of the 'surprise spoiler' ahead of the London Unpacked

Regarding this exposure, industry experts are leaning towards the possibility that it is a meticulous pre-marketing strategy by Samsung Electronics rather than a mere coincidence. Samsung Electronics has maintained a close relationship with BTS, such as releasing special editions through collaborations. In particular, the official teaser video released by Samsung Electronics on the 15th also heightened expectations for the new product by featuring a silhouette of a person presumed to be J-Hope. The method of having global ambassador J-Hope naturally expose the new product to emphasize its 'hip' image is interpreted as a typical marketing technique.

In fact, Samsung Electronics will hold the 'Galaxy Unpacked 2026' event in London, UK, on the 22nd (local time). At this event, three next-generation foldable lineup models are scheduled to be officially unveiled, including the standard model 'Galaxy Z Fold8', which improves usability by reducing the vertical width, the top-spec 'Galaxy Z Fold8 Ultra', and the 'Galaxy Z Flip8'. The event will take place at 10 PM on the 22nd, Korean time.

A journey continuing from Paris rehearsals to the World Cup halftime show

J-Hope's recent SNS post fully captures the heat of the world tour. The photos include a variety of moments, from his professional appearance during serious rehearsals to relaxed moments during breaks. BTS is demonstrating an overwhelming presence on the global stage, having recently successfully completed their halftime show performance at the FIFA World Cup final held at the New York/New Jersey Stadium in New Jersey, USA.

Fans showed an immediate reaction upon seeing the photos released by J-Hope. Many commented that J-Hope's appearance, which exudes a pictorial atmosphere despite being at a rehearsal site, harmonizes with the unique design of the new device he is holding. The IT community also expects the official Unpacked event to be held in London on the 22nd to become even more heated due to J-Hope's photos.

A flow continuing from the silhouette in the teaser video

Samsung Electronics released an official teaser video on the 15th, showcasing the silhouette of a person presumed to be J-Hope. This SNS post followed immediately after BTS's halftime show performance at the FIFA World Cup final held at the New York/New Jersey Stadium in New Jersey, USA, on the 19th.