Samsung Galaxy AI Takes Cultural Ride on Hangeul Truck to Inspire America’s Future Leaders

Samsung Electronics joined hands with world-renowned installation artist Ik-Joong Kang and the Korean Cultural Center New York to launch a public art project in celebration of Hangeul Day, the day that commemorates the invention and proclamation of the Korean alphabet.

Named 'Hangeul Truck,' the open art project travelled campuses of major universities on the East Coast and the West Coast of the United States to share the beauty of Hangeul and the Korean Culture, Samsung’s AI-powered innovations and its latest Galaxy foldables with the students through engaging experiences infused with cultural vitality.

The art experience is centred around the Hangeul Truck wrapped in 5,400 of artist Ik-Joong Kang's signature Hangeul Cubes and an LED screen that displays artworks created by students in real time. Students can write a message to their future selves with their voice using Galaxy Z Fold7, and Samsung’s AI-powered innovations instantly translate the message into Korean. Messages are transformed into Hangeul artwork and shared on the LED screen of the Hangeul Truck.

Side programs promoting Korean language and culture also take place where students can enjoy Hangeul colouring with the help of Samsung Galaxy Tabs, or try erasable Hangeul Tattoos, and take selfies decorated with photo frames designed by artist Kang.

“The Hangeul Truck is a meaningful project showcasing the unique beauty and value of Hangeul, an open writing system that can be easily combined and expanded, and Samsung Galaxy's open technology connecting the world,” said Stephanie Choi, EVP and head of marketing of the Mobile eXperience Business at Samsung Electronics. “We will continue to expand public cultural initiatives bridging communities, languages, and generations.”

“The Hangeul Truck is where the past meets the present - where Hangeul, created by King Sejong centuries ago, now breathes with the dreams of today’s young generation,” said artist Ik-Joong Kang. “What made this project meaningful was its openness - art not confined to an exhibition hall, but moving freely through various cities and campuses.”

Hangeul Truck has made stops at six universities on the East Coast and Times Square in New York City, and continues its journey to campuses, museums, and galleries on the West Coast throughout November. An average of 1,200 people experienced the Hangeul Truck daily, with over 8,000 participants cumulatively during the activation that took place on the East Coast. 62.9% responded that their favourability toward the Galaxy brand increased after experiencing the Hangeul Truck.

​Cheil was behind the planning, creation, and operation of the Hangeul Truck experience.