On February 25, Samsung Electronics Co., Ltd. hosted Galaxy Unpacked 2026 in San Francisco, unveiling its third-generation AI smartphones, the Samsung Galaxy S26 Series.
As the event’s creative partner, Maggie Kang, co-director of KPOP DEMON HUNTERS — played a key role in shaping the experience from concept to stage. Known for her culturally grounded storytelling and imaginative world-building, Kang brought a fresh creative lens to the global tech launch.
Samsung Newsroom sat down with Kang to discuss how culture, creativity and innovation came together at Galaxy Unpacked 2026.
Blending Culture and Technology
Kang shared that what drew her to the collaboration was more than simply advising on an event — it was the opportunity to explore how storytelling and technology intersect. She described Samsung as a brand that bridges heritage and the future, a balance she deeply relates to in her own creative work.
Rather than a conventional brand partnership, Kang viewed the project as a shared creative dialogue about shaping new experiences through culture and innovation.
An Open and Collaborative Process
Reflecting on her first collaboration with Samsung, Kang highlighted the company’s openness to unconventional ideas. She noted that even bold creative proposals were welcomed, allowing the team to explore new directions together.
A particularly memorable moment came during in-person sessions in Seoul last December, where collaborative discussions unfolded in a relaxed and supportive atmosphere — reinforcing the human element behind the large-scale production.
Story First: Making Technology Relatable
When advising on the event’s creative direction, Kang emphasized storytelling as her primary focus. Her goal was to ensure that the experience felt relatable and emotionally engaging, helping audiences see how technology fits naturally into everyday life.
She also felt strongly about weaving Korean cultural identity into the narrative. As a global brand headquartered in Korea, Samsung carries cultural significance that Kang wanted to subtly reflect throughout the event’s visual storytelling and thematic elements.
“Stars by Your Side” — A More Personal AI Experience
A key theme of Galaxy Unpacked 2026 was “Stars by Your Side,” designed to make AI experiences feel closer and more personal. Kang explained that her aim was to help communicate how Samsung’s AI innovations can connect with users on a cultural and emotional level — not just a functional one.
Through this theme, the event showcased how AI can become a supportive presence in daily life rather than a distant or abstract technology.
Looking Ahead
Kang expressed enthusiasm for continuing cross-industry collaborations in the future. For her, storytelling remains central to every project, and partnering with technology brands opens new possibilities for meaningful creative expression.
By combining narrative craft with technological innovation, Galaxy Unpacked 2026 demonstrated how culture and technology can evolve together — shaping experiences that resonate on both practical and emotional levels.