Samsung bridges culture and technology with “Hangeul Truck” pop-up across U.S. campuses

USA – Samsung Electronics, in partnership with world-renowned installation artist Ik-Joong Kang and the Korean Cultural Center New York, has rolled out a Hangeul Day art initiative that fuses Korean culture, innovative technology, and interactive art experiences.

Called “Hangeul Truck”, the open-air project travelled to major university campuses on the East and West Coasts of the United States, showcasing the beauty of Hangeul, Korean culture, Samsung’s AI-powered innovations, and the latest Galaxy foldables through hands-on, interactive experiences.

The initiative celebrates Hangeul Day, honouring the invention and formal announcement of the Korean alphabet.

Planned, created, and operated by Cheil, the Hangeul Truck was wrapped in 5,400 of artist Kang’s signature Hangeul Cubes and equipped with an LED screen displaying student-created artworks in real time. Students could record messages to their future selves using the Galaxy Z Fold7, with Samsung’s AI technology instantly translating their messages into Korean. The messages were then transformed into Hangeul artwork and displayed on the truck’s LED screen.

“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.”

Additional activities promoted Korean language and culture, including Hangeul colouring with Galaxy Tabs, erasable Hangeul tattoos, and photo opportunities with frames designed by Kang.

The Hangeul Truck has already visited six East Coast universities and Times Square in New York City and will continue its tour of campuses, museums, and galleries on the West Coast throughout November. 

On average, 1,200 people visited daily, with over 8,000 participants across the East Coast stops. According to Samsung, 62.9% of attendees reported a more favourable impression of the Galaxy brand after experiencing the project.

“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,” she added.