Creative advisor... involved in every stage from initial planning
"Samsung plays the role of a bridge connecting tradition and the future"
Samsung Electronics announced that on the 25th (local time) in San Francisco, United States, it staged the "Galaxy Unpacked 2026" event in collaboration with global film director Maggie Kang.
Maggie Kang is the director of the popular Netflix animated film "K-Pop Demon Hunters" (hereinafter referred to as K-Pop Demon Hunters), and as a next-generation creator, she has been presenting works in the global content market inspired by Korean culture.
For this event, she participated as a creative advisor, taking part in the overall storytelling from the planning stage of the event, including crafting the announcement messages, designing the invitations, and shaping the stage direction elements.
In particular, she was involved not only in the stage direction elements that help the audience more easily relate to the newly unveiled technologies, but also in structuring the announcement messages, such as highlighting the convenience these technologies bring to users' everyday lives. During the preparation process, offline workshops were held to discuss the direction of the story structure and production elements.
Director Maggie Kang attended the venue in person that day, drawing attention from attendees as she celebrated the birth of the new Galaxy S series.
Kim Seungyeon, Executive Vice President of the Experience Marketing Group in Samsung Electronics' MX Division, said, "We hope that through Galaxy Unpacked, Samsung's latest innovative technologies will reach users in a more useful and familiar way," adding, "Our partnership with Netflix last year served as a bridge, and we wanted to delicately capture the messages we pursue and the overall journey of the Unpacked event."
Last year, Samsung Electronics collaborated with Maggie Kang by using K-Pop Demon Hunters' popular characters, the magpie "Seo" and the tiger "Duffy," in the teasing content for "Galaxy Unpacked 2025" held in New York, United States.
Director Maggie Kang said, "Samsung is playing a special role as a bridge connecting tradition and the future," adding, "Unpacked also felt like a source of cultural inspiration, going beyond a simple product announcement to encompass the scale, energy, and even people's attitudes toward technological innovation."
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