When Samsung dropped the Galaxy S26 series at their Unpacked 2026 event in San Francisco last month, they did something pretty unexpected—they brought in Maggie Kang, co-director of the hit series KPOP DEMON HUNTERS, as their creative partner. And honestly? It paid off.
This wasn't your typical tech launch where a celebrity just shows up, waves, and leaves. Kang was involved from the ground up, shaping everything from the initial concept to what you saw on stage. For a company known for sleek hardware reveals, bringing in a storyteller to lead the creative vision was a bold move—but it makes sense when you think about it.
When Storytelling Meets Silicon Valley
So how does a cultural icon end up partnering with a tech giant? According to Kang, it wasn't just about showing up for a paycheck. "What excited me about this collaboration wasn't just the opportunity to advise on an event, but the chance to explore how storytelling and technology intersect," she told Samsung Newsroom.
The director sees Samsung as something special—a brand that bridges heritage and the future. "Samsung represents a unique bridge between heritage and the future - something I deeply relate to in my own work," Kang explained. For her, this wasn't a typical corporate gig but a genuine creative conversation about where culture and tech collide.
Samsung's Surprising Openness
Here's the thing that caught Kang off guard: Samsung was actually open to her unconventional ideas. "I pitched a few ideas that might have been considered a bit unconventional for a tech brand like Samsung, but they were incredibly receptive," she shared.
The collaboration got personal, too. During a working session in Seoul last December, the Samsung team went beyond corporate pleasantries—they brought in local snacks and created an atmosphere where creativity could flow naturally. Those little moments? They mattered.
Keeping It Korean
For Kang, weaving Korean cultural elements into the event was non-negotiable. Samsung's headquartered in Korea, and she wanted that heritage to shine through—not in an obvious, in-your-face way, but subtly embedded in the visual storytelling and cultural references.
"I wanted to ensure that this heritage wasn't just acknowledged but lived through the narrative, even in subtle ways," Kang said. It's about creating that deeper connection for audiences, whether they're in Seoul or Seattle.
The "Stars by Your Side" Message
The whole event centered around one big idea: making AI feel approachable. The theme "Stars by Your Side" wasn't just marketing speak—it was about bringing AI experiences down to earth, making them feel personal rather than intimidating.
"Through this theme, we wanted to make AI experiences feel closer, more approachable, and personal to users," Kang explained. And working with Samsung gave her a front-row seat to how technology can actually connect with people emotionally, not just functionally.
Kang admits she learned a ton from the Samsung team about what they're doing to advance technology in our daily lives. She kept telling them, "I need this right now!" throughout the collaboration. Her job? Helping translate all that innovation into something audiences could actually get excited about.
What's Next?
When asked if she'd do more cross-industry collabs like this, Kang didn't hesitate: "Absolutely, I would love to continue!" For someone who lives and breathes storytelling, bringing narrative skills into the tech space opened up new creative possibilities she's eager to explore further.
The Galaxy S26 series represents Samsung's third generation of AI phones, and with creative minds like Kang helping shape how these launches feel and resonate, it's clear the company's thinking beyond just specs and features. They're thinking about how technology makes us feel—and that's the real innovation here.
- PakChaq Riq
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