Packed Full of History

To launch the Galaxy S24 Ultra, we created an unboxing experience as exciting as the tech inside it. We took a trip back to 1938, to the South Korean city of Daegu, where Samsung first opened as a grocery store. Inspired by the brand's origins, we sent influencers and tech reviewers Samsung's newest tech disguised as Korean grocery items. Importantly, the entire experience was written in Korean – meaning influencers needed to use Samsung’s new AI-powered translator to make sense of the experience - the more they translated, the more they uncovered.