Samsung and Ik-Joong Kang launch ‘Hangeul Truck’ cultural activation across US universities

Samsung Electronics, together with world-renowned installation artist Ik-Joong Kang and the Korean Cultural Center New York, has launched a travelling public art project in celebration of Hangeul Day. Planned, created and operated by Cheil, the “Hangeul Truck” toured major university campuses across both the East and West Coasts of the United States, inviting students to experience the beauty of the Korean alphabet alongside Samsung’s latest Galaxy foldables and AI-powered innovations.

Wrapped in 5,400 of Ik-Joong Kang’s signature Hangeul Cubes, the truck features an LED screen that displays student-created artwork in real time. Using the Galaxy Z Fold7, students record voice messages to their future selves which are then translated into Korean via Galaxy AI – before being transformed into Hangeul art and brought to life on the moving installation.

Side programs promoting Korean language and culture also take place where students can enjoy Hangeul coloring with the help of Samsung Galaxy Tabs, or try erasable Hangeul Tattoos, and take selfies decorated with photo frames designed by artist Kang.

“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 & Head of Marketing of the Mobile eXperience Business at Samsung Electronics. “We will continue to expand public cultural initiatives bridging communities, languages, and generations.”

“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.”

Hangeul Truck has made stops at six universities on the East Coast and Times Square in New York City, and continues its journey to campuses, museums, and galleries on the West Coast throughout November. An average of 1,200 people experienced the Hangeul Truck daily, with over 8,000 participants cumulatively during the activation that took place on the East Coast. 62.9% responded that their favorability toward the Galaxy brand increased after experiencing the Hangeul Truck.

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