Samsung rolls out AI-driven ‘Hangeul Truck’ tour in the U.S.

Samsung Electronics, in collaboration with world-renowned installation artist Ik-Joong Kang and the Korean Cultural Center New York, has launched “Hangeul Truck,” a mobile art experience celebrating Hangeul Day—the commemoration of the Korean alphabet’s creation.

The project bridges language, art, and AI-powered technology, reflecting the Galaxy brand’s philosophy of openness and connection.

The Hangeul Truck toured major university campuses across the East and West Coasts of the United States, inviting students to explore the beauty of Hangeul, Korean culture, and Samsung’s latest innovations including the Galaxy Z Fold7 and Galaxy AI.

Wrapped in 5,400 of Kang’s signature Hangeul Cubes and featuring a large LED display, the truck showcased live student-created artworks. Participants could record messages to their future selves using Galaxy devices; Samsung’s AI technology instantly translated the messages into Korean and turned them into digital art displayed on the truck’s screen.

Additional activities included interactive Hangeul coloring on Galaxy Tabs, erasable Hangeul tattoos, and selfie stations framed by designs from Kang.

Stephanie Choi, EVP & Head of Marketing, Mobile eXperience Business, Samsung Electronics: “The Hangeul Truck is a meaningful project showcasing the unique beauty of Hangeul—an open writing system that can be easily combined and expanded—and Samsung Galaxy’s open technology connecting the world.”

Artist Ik-Joong Kang: “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. What made this project meaningful was its openness—art not confined to an exhibition hall, but moving freely through cities and campuses.”

The truck made stops at six East Coast universities and Times Square in New York City, attracting over 8,000 participants during its initial tour, with an average of 1,200 daily visitors. Notably, 62.9% of participants reported an increased favorability toward the Galaxy brand following the experience.

The project will continue its journey across West Coast campuses, museums, and galleries through November. Cheil Worldwide led the planning, creation, and execution of the Hangeul Truck experience.