'Cuteness Is Also Our Number One'…Samsung Semiconductor Strengthens Character Communication

Samsung Electronics Unveils In-House Character 'Dina' for DS Division
Announces Strengthened Social-Based External Communication Through Dina

Introduces Otter Character 'Dalsu' for ESG Promotion
Utilizes 'Communication King' President Kyung Kye-hyun-Based Character Increasingly

[Asia Economy Reporter Kim Pyeonghwa] Samsung Electronics has recently been expanding the use of characters to enhance communication both inside and outside the company in its semiconductor business. This is an attempt to improve information delivery effectiveness and elevate the business image by introducing several friendly characters. The communication-centered management style of Kyung Kye-hyun, President of Samsung Electronics’ Device Solutions (DS) Division, which oversees the semiconductor business, is also driving this initiative.

Samsung Semiconductor Unveils Popular In-House Character 'Dina'

According to the semiconductor industry on the 22nd, Samsung Electronics recently introduced the character 'Dina' for the first time on the official social media account of its Device Solutions (DS) Division, which is responsible for its semiconductor business. Dina is a character introduced to enhance communication among employees within the DS Division. The name was derived from the first letters of the DS Division’s internal intranet name, DS NOW.

When Samsung Electronics’ DS Division revamped its internal intranet in December 2020, it introduced Dina to increase interaction with MZ (Millennial + Gen Z) employees who are familiar with using emoticons. Since then, Dina has been used to deliver various news from the DS Division to employees with high engagement. As Dina has also been featured as in-house messenger emoticons and merchandise, it has even formed a fandom among employees.

Samsung Electronics plans to increase the use of Dina not only internally but also in external communications through social media accounts. This month, an event using the Dina character is being held to raise public interest, especially among social media users. Several comments personifying Dina and having her speak directly have been posted on related posts.

A content video capturing Dalsu visiting Samsung Electronics Onyang Campus to meet employees / Source=Samsung Electronics Semiconductor YouTube account

Samsung Semiconductor’s ESG Promotion Handled by 'Dalsu'

Samsung Electronics’ character communication is also ongoing in the environmental, social, and governance (ESG) field. The DS Division uses the character 'Dalsu' to promote ESG activities both internally and externally. Dalsu is a character modeled after the natural monument otters inhabiting Osancheon near Samsung Electronics’ Giheung Campus. The name is derived by reversing the Korean word for otter (수달, sudal). The English initials of Dalsu also symbolize the DS Division.

Samsung Electronics consistently showcases content featuring the Dalsu character across various social media platforms, including YouTube. The content formats are diverse, ranging from regular videos to webtoons. Recently, Dalsu dolls made from recycled PET bottles collected within the company have been produced and used in ESG-related events both inside and outside the company. President Kyung posted a photo of the Dalsu doll on his social media account this month, emphasizing the need to "create a healthy ecosystem where various living creatures can thrive."

Character Communication Flourishes Following 'Communication King' President Kyung Kye-hyun

Samsung Electronics emphasizes characters to maximize communication effectiveness. Characters can shape the desired image according to their purpose, increase familiarity with the target audience, and serve as excellent mediators to form emotional bonds. Professor Hwang Yong-sik of Sejong University’s Business Administration Department explained, "Especially the MZ generation is highly responsive to characters, merchandise, and content, so companies have recently introduced several characters in line with this trend."

President Kyung’s communication-centered management style also contributes to fostering this atmosphere. Upon his inauguration as president in December last year, Kyung pledged to create a flexible and horizontal organizational culture. To this end, he suggested that employees call him by his English initials 'KH' instead of his presidential title. Starting this year, he has shown active communication intentions by introducing 'WeTalk (Wednesday+Talk),' a channel where executives and employees meet every Wednesday.