Samsonite Red unveils luggages inspired by BTS' hit track Butter

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Samsonite RED and BTS have unveiled a new ‘BTS Butter’ collection that reflects the theme of the BTS’ song “Butter”. This marks the second collaboration between Samsonite RED and BTS. The collection features 11 products, including luggage, backpacks, crossbody bags, tote bags and travel accessories. Which are all adorned with the ‘melting butter’ image inspired by the energy of BTS’ song “Butter”.

Each luggage is equipped with the printed graphic motifs wheel caps that represent the song, as well as a DIY customisation kit that allows customers to interchange the components including the logo plate, luggage handle and wheel caps. MARKETING-INTERACTIVE has reached out to Samsonite RED for further information.

The range of products will follow a global roll-out of releases throughout the second half of 2022, starting with the exclusive release in Korea and selected Asia countries and regions on 6 October, followed by the rest of Asia on 26 October, and North America in December 2022.

BTS’ “Butter” spent a total of 10 weeks atop the Billboard ‘Hot 100’ chart, and the song’s music video had recently surpassed 810 million views on YouTube, which made this natural inspiration for the Butter RECIPE collection.The Korean pop boy band is known to collaborate with many brands, for instance Gojek SG. It was for a campaign that cuts across Singapore, Vietnam and its home ground of Indonesia.The Gojek-BTS partnership aims to paint the town purple and includes BTS-themed OOH placements accompanied by digital and social efforts across various channels.

In other cases, would be the Walt Disney Company Asia Pacific's partnership with HYBE, where the Walt Disney Company was bringing BTS onto Disney’s streaming.