Samsung is tapping some serious K-pop star power to sell its skinny phone

Samsung is bringing retired the large guns to beforehand the motorboat of its slimmest telephone to date.

The South Korean electronics institution released the latest Galaxy S25 Edge connected Monday — a $1,099 telephone that is 5.8 millimeters heavy and weighs 163 grams.

Samsung tapped Felix Lee, 1 of K-pop's biggest faces of the moment, to beforehand the phone.

Lee, an Australian-born vocalist from the South Korean lad set Stray Kids, made a associated Instagram station with Samsung Korea connected Tuesday. The cinematic video shows Lee dressed successful a achromatic suit, his trademark blond hairsbreadth slicked back.

Samsung's caller telephone is acceptable to footwear disconnected a caller epoch of skinny phones, with the iPhone 17 "Air" rumored to driblet aboriginal this year. The Galaxy S25 Edge — advertised with the slogan "Beyond Slim" — is acceptable to spell connected merchantability successful the US connected May 30. It has a 200-megapixel, wide-angle camera and is integrated with Samsung's AI suite, Galaxy AI.

Lee's instrumentality basal was speedy to explicit excitement astir the partnership. Reactions to the station included the remark "Who's getting this telephone bcuz of Felix?" — which had been liked much than 1,500 times astatine property time.

Samsung archetypal teased the concern past week with a station showing the silhouette of Lee's face. It asked radical to conjecture who the idiosyncratic mightiness beryllium and promised Starbucks acquisition cards to 25 radical who guessed correctly.

The Samsung concern comes successful an breathtaking twelvemonth for Lee, who walked the runway for Louis Vuitton's Fall-Winter 2025 amusement successful Paris successful March.

Lee was named the house's ambassador successful 2023 and has go a idiosyncratic muse of LV's creator director, Nicolas Ghesquière.

Lee said successful interviews with Vogue that Ghesquière personally invited him to locomotion the LV Fall-Winter 2024 amusement successful Paris. Before the March show, the decorator said it was a "big honor" to person Lee there.

This is not the archetypal clip Samsung has tapped K-pop endowment to beforehand its products. In 2020, the marque released a peculiar BTS Galaxy telephone successful collaboration with the Grammy-nominated band, and has featured members of the radical successful its ads too.

And successful 2019, Samsung besides released limited-edition achromatic and pinkish products successful collaboration with K-Pop miss radical Blackpink.

Representatives for Samsung and Lee did not respond to requests for remark from Business Insider.