K-pop group Stray Kids is driving the global popularity of Samsung Galaxy. Felix (real name Lee Yong-bok)'s attractive appearance and unique low-pitched voice are contributing to the marketing of Samsung's first ultra-slim smartphone, the Galaxy S25 Edge.

Since Apple unveiled the iPhone Air, the Galaxy S25 Edge has regained attention. According to industry sources, the days when the keyword "Galaxy S25 Edge" was most mentioned on Naver were September 10 and 13. It is analyzed that consumer searches increased after Apple's new product launch event and the first weekend following pre-orders.

The Galaxy S25 Edge is Samsung Electronics' flagship model released after five years, and Stray Kids, who pioneered a new era in K-pop, was selected as the marketing partner. The launch video collaborated with Felix recorded 19 million views online within 10 days of its release. This video emphasizes the smartphone's 5.8mm thickness design and matches well with Felix's attractive appearance.

The "Voice of Felix" video, utilizing Felix's mid-low voice, also surpassed 1 million views. This video introduces the Galaxy AI feature and includes the phrase "That's very nice," popular among the members, which drew reactions from fans. The advertisement video Felix posted on his SNS received over 2.4 million likes, and overseas fans left comments saying they would switch to Galaxy.

However, the initial response to the new product was not positive. Concerns were raised that the smaller 3900mAh battery capacity compared to the basic model would be rejected by consumers. The Edge model is likely to replace the Plus in the future S series lineup of basic, Plus, and Ultra models. Although rumors circulated that production was reduced due to poor sales performance, current sales results appear to meet expectations.

According to IT insider "Ice Universe," 650,000 units of the Galaxy S25 Edge were sold within a month of its release. Considering that the Galaxy S25 series, launched earlier this year, recorded 1.3 million pre-orders domestically, this is evaluated as a decent performance.

Samsung Electronics received positive news through its partnership with Stray Kids. Stray Kids' fourth full album "Karma" ranked number one on the US Billboard main album chart, the Billboard 200. This achievement marks seven consecutive number-one albums since 2022's "Oddinary," surpassing BTS, who topped the chart six times.

Stray Kids' brand power is on the rise. In the September 2025 boy group brand reputation rankings by the Korea Corporate Reputation Research Institute, Stray Kids ranked third, following BTS and Seventeen. Business Insider reported, "This is not the first time Samsung Electronics has utilized K-pop stars," adding, "The partnership with Felix has special significance."

The collaboration between Stray Kids and Samsung Electronics is having a positive impact on both brands. Samsung's marketing strategy leveraging K-pop's global popularity is expected to continue.