- Background
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As a pioneer of foldable innovation, Samsung has always been about redefining how people connect with technology. Yet for Indonesia’s Gen Z, innovation alone is not enough. They seek meaning, personalization, and cultural resonance that mirrors who they are. This campaign was part of a global Cheil initiative, collaboratively developed by Cheil Indonesia and Cheil Global, to explore how Gen Z expresses identity through the intersection of local and global culture. Indonesia was chosen as the pilot market to understand how young people blend national pride with global influences, especially the rising wave of Korean culture. Through a collaboration with Yessiow, a Balinese mural artist known for her vibrant and storytelling visuals and recognized in Forbes 30 Under 30 (Lifestyle, 2024), Samsung created Nusantara × Hangul, a cultural celebration that turns technology into a creative bridge between Indonesia and Korea. The campaign aimed to reinforce Galaxy fandom and strengthen brand visibility among Indonesian Gen Z by celebrating what makes them unique, their ability to merge worlds. Instead of presenting another product-driven message, Samsung wanted to create a culturally relevant moment that would connect emotionally with the youth. Nusantara × Hangul became a love letter to Gen Z creativity, showing how Samsung empowers self-expression through art, language, and technology while reflecting their dual identity as global citizens and proud Indonesians.
- Creative Idea
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The creative concept was built on the idea of Melting Pot in Language, celebrating how Indonesian Gen Z merges their heritage with K-culture influences in their everyday life. Through bold and colorful illustrations, the campaign visualized how both cultures coexist in harmony, mie ayam meets ramyeon, kebaya meets hanbok, Balinese temple meets Gyeongbokgung. To bring this idea to life, Samsung collaborated with Yessiow to create two limited-edition Galaxy Wrap designs: Culinary Edition and Travel Edition. Each design represented a playful fusion of Indonesian and Korean symbols, turning Galaxy devices into a creative statement of identity, pride, and connection.
- Insight & Strategy
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Indonesian Gen Z lives in a melting pot culture where local and global influences coexist. They are proud of their identity yet eager for deeper connections through shared experiences. They do not just consume global culture but reinterpret it through their local lens. Cheil identified this as the core of Galaxy’s spirit, open, expressive, and deeply human. The strategy positioned Galaxy not only as a device but as a cultural expression tool that allows Gen Z to bridge Indonesian and Korean cultures through design, creativity, and everyday lifestyle. By blending Bahasa Indonesia and Hangul both visually and linguistically, the campaign mirrored the way Gen Z communicates: fluid, playful, and confidently hybrid.
- Execution
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The Nusantara × Hangul collaboration was executed through a multi-channel ecosystem that turned insight into experience.
Galaxy Wraps were launched as limited-edition accessories illustrated by Yessiow, available for redemption at 6 Samsung Experience Stores across five major cities: Jakarta, Surabaya, Bali, Medan, and Bandung. These wraps allowed users to personalize their Galaxy Z Fold6, Z Flip6, and S24 Series with designs that reflected their unique cultural identity.
At Samsung Live Space, users participated in creative workshops where they explored Galaxy AI features such as Sketch to Image, FlexCam, and Circle to Search. This activity invited participants to learning how Galaxy innovation enhances creativity.
The UGC Social Challenge extended the concept online by inviting users to design their own wrap designs inspired by Indonesian and Korean fusion. More than 150 user-generated artworks were submitted on Instagram under the campaign hashtag, showcasing diverse interpretations of cultural expression.
PR and Social Buzz amplified the collaboration through wide coverage across tech and lifestyle medi. Social content from Samsung Indonesia, Team Galaxy, and key influencers further spread awareness and engagement, linking audiences to the campaign page on Samsung.com.
A dedicated dotcom page served as a one-stop campaign hub, integrating product offers, the artist’s story, Live Space registration, and UGC activities, providing a seamless consumer journey from inspiration to participation.
To maximize reach, Samsung engaged KOLs and Team Galaxy members, including Dian Sastro, Andovi Da Lopez, Yura Yunita, Anya Geraldine, and Darius Sinathrya. Through store visits, Reels, and TikTok videos.
- Results
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The Nusantara × Hangul campaign successfully transformed Galaxy from a technology brand into a cultural symbol for Gen Z Indonesians. It strengthened Galaxy’s fandom energy by uniting culture, art, and innovation into one expressive movement. The campaign achieved strong offline and online traction. Galaxy Wrap redemptions across Samsung Experience Stores exceeded expectations, reflecting high consumer interest in personalization. The Live Space workshops created meaningful hands-on experiences that deepened product engagement. Online, the UGC challenge generated over 150 creative submissions, while influencer and KOL activities contributed social media engagements. PR efforts across multiple lifestyle and tech platforms expanded reach and reinforced Samsung’s role as a cultural enabler that connects technology with local pride. Beyond numbers, Nusantara × Hangul became a statement of cultural relevance, proof that Galaxy innovation resonates not only through its technology but also through its ability to inspire creativity and community.