Background
The era of the hyped smartphone drop is over. Today’s youth doesn't line up for devices; they show up for culture. For the new Samsung Galaxy S26, the challenge wasn’t just to launch a phone, but to get the device and Galaxy AI into as many people’s hands as possible.
So, we tapped into one of the world's biggest cultural movements: Korean culture, spanning from K-pop and skincare to convenience products and… food! Research shows only 1 in 4 young people knew Samsung was actually a Korean brand. While research also shows that this knowledge increases brand positivity by 34%.
That created a unique opportunity: to build on Samsung’s own heritage. After all, the company started as a Korean grocery store in 1938, providing the perfect foundation to turn a tech launch into a true cultural happening.
Insight
Status is shifting away from traditional symbols like luxury fashion or exclusive tech, towards participation in the cultural moments people discover and share.
Everyday choices - with food as an absolute front runner - have become a new form of self-expression. Finding the next viral flavour, limited drop or unique flavour combination is no longer just consumption; it is a way to show you are connected to what’s happening now. If we wanted young audiences to experience Samsung's Korean heritage, food wasn't just relevant. It was the most culturally credible entrypoint.
Video · Campaign video
Idea
We created the S26MART: a pop-up brand activation inspired by the vibrant hype of Korean convenience store culture, elevated into a restaurant experience. By combining food, culture, and technology into one cohesive destination, we turned the Galaxy S26 and Galaxy AI into the secret ingredients of an unforgettable experience you could really sink your teeth into.
The S26MART rollout unfolded exactly like a highly anticipated culinary drop. Instead of traditional press invites, we seeded the hype through social media teasers and exclusive sneak peeks, driving viral social speculation before the doors even opened.
“One thing is clear: Samsung hasn’t forgotten its roots. It’s using them to shape what’s next. And if AI, technology and real-world experiences continue to come together like this, we’re only scratching the surface of what’s possible.”
MANMAN
When the doors opened, guests didn't step into a techy smartphone showcase; they stepped into a vibrant Korean convenience store. We put the Galaxy S26 directly into their hands as a tactile enabler. The journey was simple: demonstrating the wonder of the phone and Galaxy AI, naturally integrated into the experience.
Visitors explored the aisles of the convenience store and selected their favorite Korean ingredients, which Gemini AI instantly recognized using the Galaxy S26 camera. Based on their selection, dietary preferences and spice level, the AI app generated three unique recipes in real time. Once a recipe was chosen, Korean chefs brought it to life in the kitchen. Throughout the experience, Galaxy AI features such as Photo Assist, Nightography and Translate were seamlessly integrated.
Results
The true challenge for the Galaxy S26 wasn't just launching a phone, but claiming a cultural moment. The S26MART proved that when you stop talking about technology and start enabling culture, the audience will follow.
Driving physical trial & experience:
- The AI-powered dining concept sold out within 48 hours, giving every guest the opportunity to experience Galaxy AI firsthand as part of their dining journey.
Creating cultural momentum beyond the tech launch:
- 20.1M PR impressions, 19 earned articles and 47 earned social posts positioned the launch beyond the traditional tech media landscape.
- Supported by 400K OOH impressions, the campaign built visibility and anticipation around the cultural experience.
- 52 creators generated 158 posts, reaching 5.2M impressions (+8% vs target).
- 1.45M social impressions (+44% vs target) and 67,003 engagements showed audiences actively engaged with the experience.
Ultimately, Samsung didn’t just launch a phone. It reimagined its Korean heritage through one of the world’s hottest cultural movements - and turning it into an event worth booking.
