Key Takeaways
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- Samsung launched KConnection to celebrate real connections between Korean culture and Latin American fans through a traveling videocast series.
- Local enthusiasts shared their unique Hallyu stories while demonstrating how Samsungs smart home devices naturally blend into daily life.
- The five-episode show highlights the global reach of South Koreas cultural influence, customized for each region with local languages and narratives.
- Alongside the videos, a dedicated content portal offers ongoing articles about Korean trends enhanced by Samsung technology solutions like SmartThings AI features.
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Samsung Launches “KConnection” Project to Foster Cultural Exchange Between Korea and Latin America Samsung has officially launched “KConnection,” a new initiative designed to celebrate the growing connection between Korean culture and its fans across Latin America. Presented by Chilean content creator Kev Lehmann, the project takes the form of a videocast that travels throughout the region, exploring how local enthusiasts engage with Korean culture in their daily lives. KConnection embarked on a cultural and technological tour, visiting five Latin American countries. The program highlights the stories, experiences, and perspectives of individuals passionate about Korean culture. In each location, Kev Lehmann visits a Samsung Connected Home, set up in the brand’s showrooms. These spaces serve as filming locations and offer hands-on demonstrations of Samsung’s integrated smart home technology and its ecosystem of connected products and appliances. The project was managed by the agency Cheil Brazil.
Renato Shiratsu, Senior Marketing Director for Samsung in Latin America, explained the project’s purpose: “Brands build stronger connections when they jump into conversations that are already part of people’s lives. KConnection was made to bring Korea and Latin America together in a real way, mixing technology, culture, and entertainment to show how innovation can unite different experiences and boost communities with shared passions.” This initiative continues Samsung’s strategy of bringing Korean culture closer to Latin American audiences, following the launch of its first original content for the region, the Kdrama “Tudo Sob Controle” (Under Control), filmed in São Paulo. The “KConnection” videocast features five 30-minute episodes, with 13 guests, including content creators and fans of Korean culture. These guests delve into various aspects of Hallyu, also known as the Korean Wave, which encompasses the global spread of South Korean culture through music, food, fashion, beauty, technology, and entertainment. The project emphasizes how Korean culture resonates uniquely in each Latin American country, celebrating regional differences and fostering connections between traditions through shared narratives.
Samsung’s Connected Homes played a significant role in the experience, serving as backdrops for discussions that showcased the seamless integration of the brand’s connected ecosystem. During the episodes, guests interacted with SmartThings devices, explored features on Galaxy phones and tablets, used Bespoke AI appliances, watched Smart TVs, and discovered artificial intelligence solutions. These demonstrations were designed to naturally blend technology, culture, and lifestyle. All five episodes are available simultaneously across Latin America and can be streamed online or via Samsung TV Plus, with options in Portuguese, Spanish, and English. In addition to the videocast, the “KConnection” project features a dedicated content portal. This portal aggregates videocast episodes and editorial content focused on the intersection of Korean culture and Latin America. The site will feature regular updates, including articles on stories, interesting facts, and trends related to Kdramas, K-pop, and Korean food, and how they are enjoyed and reinterpreted in the region. It will also highlight how the SmartThings ecosystem and Samsung devices can enhance these daily experiences. Through this initiative, Samsung reinforces its Korean heritage while demonstrating how technology can bridge cultural divides.
Samsung KConnection Bridges Korean Innovation and Latin American Living Through Smart Tech
For more information on “KConnection,” visit samsung.com.br/campaign/kconnection. Details about Samsung can be found on the Samsung Newsroom Brazil and the online Samsung Store. About Samsung Electronics Co., Ltd. Samsung Electronics inspires the world and shapes the future with innovative ideas and technology. The company transforms consumer electronics, from TVs and digital signage to phones, watches, tablets, home appliances, networking equipment, memory chips, LSI solutions, and semiconductors. Samsung also advances medical imaging, HVAC systems, and robotics, and develops innovative automotive and audio products through Harman. By leveraging the SmartThings ecosystem, collaborating with partners, and integrating artificial intelligence across its product lines, Samsung delivers connected, intelligent, and seamless experiences. This includes business-to-business solutions such as the Galaxy line, Knox Suite, and VXT. For the latest news, visit the Samsung Newsroom Brazil at news.samsung.com.br.
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