Samsung unveils in-house character 'Dina' for DS division
Otter character 'Dalsu' used for ESG promotion
SK Hynix mascot character is 'Haru'
"High response from MZ generation to characters" also evaluated
Samsung Electronics semiconductor characters Dina (left) and Dalsu / Provided by Samsung Electronics
[Asia Economy Reporter Kim Pyeonghwa] Samsung Electronics is expanding the use of characters to strengthen internal and external communication in its semiconductor business. This is an attempt to enhance information delivery effectiveness and improve business image by introducing several friendly image characters. Including SK Hynix, which introduced a mascot character last year, the use of characters for communication is increasing in the semiconductor industry.
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 the Device Solutions (DS) division, which is in charge of the semiconductor business. Dina is a character introduced in December 2020 when the DS division revamped its internal intranet to enhance communication among employees. The name was derived from the first letters of the DS division’s intranet name, DS NOW.
The DS division has used Dina to deliver various news to employees through the intranet. As Dina was also introduced as an in-house messenger emoticon and merchandise, it even formed a fandom among employees. Going forward, the plan is to increase the use of Dina on social media accounts to expand external communication. This month, an event using the Dina character is being held to raise public interest, including social media users.
Samsung Electronics’ character communication is also carried out in the Environmental, Social, and Governance (ESG) field. The DS division uses the character ‘Dalsu’ to promote ESG activities both inside and outside the company. Dalsu is a character modeled after an otter inhabiting Osancheon near Samsung Electronics’ Giheung campus. The name is derived by reversing the word ‘otter’ in Korean. The English initials of Dalsu also symbolize the DS division.
Samsung Electronics consistently presents content featuring the Dalsu character on various social media platforms, including YouTube. The content formats are diverse, ranging from regular videos to webtoons. Recently, the company has been actively producing Dalsu dolls made from recycled PET bottles from within the company and using them in ESG-related events both inside and outside the company.
The reason Samsung Electronics emphasizes characters like this is to maximize communication effectiveness. Characters can shape the desired image according to their purpose of introduction and serve as a good medium to increase the target audience’s familiarity and form emotional bonds. The communication-centered management of Kyung Kye-hyun, President of Samsung Electronics’ DS division, who is known as a communication king, also drives this initiative.
SK Hynix also introduced the mascot ‘Haru’ in May last year to maximize communication effectiveness. Haru is a character embodying values such as collaboration, communication, growth, and happiness pursued by SK Hynix, and its use is increasing in various places such as in-house messenger emoticons and merchandise shops. The name is an abbreviation of ‘a happy day of a HiGineer (SK Hynix employee)’ and was decided through an internal contest.
Professor Hwang Yong-sik of Sejong University’s Department of Business Administration said, "Especially the MZ generation (Millennials + Generation Z) responds sensitively to characters, goods, and content and shows high engagement," adding, "Companies are introducing several characters recently to keep up with this trend." In fact, character marketing has become so common recently that it can be easily found in various industries, including semiconductors.
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