RIIZE, the rising boy group under SM Entertainment, took center stage at Las Vegas on January 4, 2026, attending Samsung Electronics’ “The First Look” event.
As the official global brand ambassadors for the tech giant, the group served as the sole K-pop representative at the high-profile showcase, which took place at the Wynn Hotel just two days before the official opening of CES 2026, the world’s largest consumer electronics and IT exhibition.
A Fusion of K-Pop and Advanced AI Technology
During the globally livestreamed press conference, RIIZE was prominently featured as Samsung showcased its latest innovations in home entertainment.
The group’s hit track “Boom Boom Bass” was used to demonstrate new artificial intelligence (AI) features for Samsung’s television lineup.
As the members were introduced as an “amazing K-pop group,” their reactions were captured live from the front row, generating significant buzz across social media.
The integration of their music into the tech demonstrations highlighted the synergy between modern K-pop culture and cutting-edge lifestyle technology.
Immersive Experiences in the Samsung Exhibition
Samsung’s massive exclusive exhibition space, spanning approximately 1,400 pyeong, featured several dedicated RIIZE-themed experiences to demonstrate product capabilities:
- Music Studio 5: Attendees experienced the rhythmic energy of “Boom Boom Bass” through high-fidelity speakers.
- The Freestyle+: The group’s music video for “Fly Up” was screened using Samsung’s new portable projector, showcasing the device’s vivid display and versatility.
RIIZE also spent time interacting with international tech influencers and global media outlets, confidently discussing Samsung’s products and introducing their musical style to a diverse, tech-oriented audience.
Reflecting on Their Role as Ambassadors
The members expressed their excitement about the experience, stating:
“It was fascinating to see our music and videos playing at ‘The First Look.’ Being invited by Samsung as ambassadors and representatives of K-pop makes us incredibly proud. We hope our music can reach even more people through these diverse new platforms.”
A Strong Partnership with Samsung
RIIZE’s appearance at CES 2026 is the latest in a series of successful collaborations between the group and Samsung Electronics. Since becoming global ambassadors, they have worked on:
- The premiere event for their first full-length album, ‘ODYSSEY.’
- Campaign promotions for the Galaxy Watch8, SmartThings, and Samsung Health.
- Exclusive short-form content featuring the members using AI-driven products tailored to their personal interests, which is available on RIIZE’s official Instagram and Samsung’s YouTube channel.
Looking Ahead
As RIIZE continues to expand their global footprint, their presence at major international events like CES 2026 underscores their status as “global icons” who transcend the music industry.
Following their Las Vegas schedule, the group is set to return to Seoul for the grand finale of their debut world tour, solidifying 2026 as a landmark year for the group.
In an exciting development for fans, NCT WISH is set to launch their very first travel reality program since their official debut.
This new content fulfills a long-standing desire of the members to experience a journey together as a group.
A Wish List Come True
The upcoming program is particularly meaningful as it realizes a goal the members have voiced since their early career:
- Member Requests: During interviews for their second mini-album, Pop Pop, in April 2025, the group identified traveling together as a top item on their personal wish list.
- Sion’s Perspective: Leader Sion previously noted that even a short trip together after intense promotion periods would be deeply significant for the team’s bond.
- Official Launch: The travel reality show is scheduled to be unveiled on January 5, 2026, through Mnet and Mnet Plus.
Group Background and Recent Success
NCT WISH debuted in February 2024 as the final unit of the NCT brand and has quickly built a strong global following.
Popular Tracks: The group is known for its refreshing and energetic discography, including hit songs like “Wish,” “Songbird,” “Steady,” “Pop Pop,” “Dunk Shot,” and “Color”.
Arena Tour: They are currently in the midst of their first major concert tour, titled “NCT WISH First Concert Tour – Into The Wish: Our Wish in Japan”.
Live Performances: The tour recently kicked off with successful shows in Kobe on January 3 and 4, 2026.
Growing Global Presence
Beyond their reality show and tour, NCT WISH continues to expand its reach in major
NCT WISH (Credit: Pinterest)
international markets.
- Japanese Promotions: The group was recently selected to appear on Japan’s prestigious CDTV New Year’s Eve special, highlighting their rising status in the Japanese music industry.
- Fandom Growth: Their “refreshing” concept has resonated particularly well with younger audiences, establishing them as key leaders of the 5th generation of K-pop.
This first reality show is expected to provide fans (NCTzens) with a rare, behind-the-scenes look at the members’ personalities and chemistry as they navigate their first professional travel adventure.
