On the 25th (local time), Samsung Electronics showcased the fusion of K-culture and modern technology at 'Galaxy Unpacked 2026' held at the Palace of Fine Arts in San Francisco, USA. The event featured 'Duffy,' the mascot character from the Netflix animation 'K-Pop Demon Hunters,' and SUGA from BTS, emphasizing the global influence of K-content.

The event introduced the 3rd generation AI phone, the 'Galaxy S26 series,' and the 'Galaxy Buds4,' highlighting the status of K-content. Director Maggie Kang's involvement from the planning stage through the composition of the presentation message, invitation planning, and stage direction drew attention.

The start of 'Galaxy Unpacked 2026' was led by 'Duffy,' the tiger mascot character of 'K-Pop Demon Hunters.' 'Duffy' appeared wearing a hanbok and a gat, emphasizing traditional Korean beauty. At the event, representative songs from 'K-Pop Demon Hunters' such as 'Golden,' 'Soda Pop,' and 'Takedown' elevated the atmosphere.

In September last year, Samsung Electronics attracted attention by releasing a remake video of scenes from the 'Galaxy Z series' and 'K-Pop Demon Hunters.' This video included scenes highlighting the folding feature of the 'Galaxy Z Fold 7.' The appearance scene of 'Duffy' was connected to the display of the 'Galaxy Z Fold 7,' explaining the auto-search function.

The event also introduced a snowboarding competition scene using the 'Galaxy Z Flip 7,' depicting a daughter and her family together.

Additionally, under the theme 'Victory is team sport. Open always wins,' Galaxy products and AI features used at the 25th Milan-Cortina Winter Olympics were showcased. Samsung Electronics presented the 'Galaxy S25 Ultra,' which broadcasted the opening ceremony live, the 'Galaxy Z Flip 7 Olympic Edition' used for filming on the podium, real-time translation functions, and athlete profile card sharing features. This established a new culture of play where communication and culture coexist at the Olympics.

Finally, a video featuring SUGA from BTS introducing the 'Galaxy Buds4 Pro,' which debuted alongside the 'Galaxy S series,' was released. SUGA demonstrated using this product as a tool for daily life and album production.

Director Maggie Kang said, "Samsung is a special bridge connecting tradition and the future," adding, "Unpacked felt like a cultural inspiration beyond a simple product announcement, encompassing scale, energy, and the attitude toward technological innovation." Samsung Electronics is moving toward combining new technology and culture by leveraging the global influence of K-content.