Samsonite RED Launches A Collection Of Luggage And Travel Accessories Inspired By The BTS Song “Butter”

Fill in the blanks: smooth like ______. You don’t have to be a BTS fan to know the words to one of the k-pop group’s most popular English-language songs, ‘Butter’, which had the honour 10 weeks on top of the Billboard Hot 100 chart. And if the catchy beat and cool visuals of the music video haven’t yet endeared you to the single, here’s a little collaboration with Samsonite RED that ought to do it.

By little, we actually mean an extensive collection of 11 products from the lifestyle arm of luggage brand Samsonite, including backpacks, crossbody bags, tote bags, travel accessories, and yes, a slew of luggages as well. The Butter Recipe collection takes its inspiration from the hit song and music video, with a distinct yellow and black colour scheme, as well as the iconic melting butter image that now adorns their accessories.

The Samsonite RED x BTS Butter Recipe Collection will be available from 26 October in Singapore. This marks the second collaboration between Samsonite RED and BTS.

Samsonite RED’s campaign images further play that up with baking imagery that sees their products in an oven, freshly pressed from a waffle tray, or cut out from a sheet of cookie dough.

One of the key pieces in the collection has to be the luggage in yellow or black, available in 55cm or 65cm versions. Inspired by the melting butter motif, there’s a cute little imagery of that happening over the front of the polycarbonate carrier, just on top of its grooves. Each luggage is also equipped with printed graphics on the wheel caps, as well as a DIY customisation kit where you can change up the logo plate, luggage handle and wheel caps. Of course, expect the smoothest sensation when rolling this across the airport too.

Luggage — SP 55/20 EXP

As for the other items, there’s a daily backpack where you can stow away your laptop, complete with the ‘Butter’ logo and bright yellow carabiner; a laptop pouch that can be styled two ways, since it’s yellow on one side and black on the other; a zipped colour block tote bag and more.

Backpack, Expandable Bag, Laptop Case, Pouch Bag.

Here are all the items in the collection:

[click on the images below to expand.]


The Samsonite RED x BTS Butter Recipe Collection will be available from 26 October, 10 AM at Samsonite stores at ION, Suntec, Funan, Bugis+, and online at, the Samsonite Lazada Flagship store, and KrisShop Online.