Samsung Electronics Collaborates with Playwright Park Chunhyu to Elevate Unpacked with User-Centric Narrative

Park Chunhyu Joins as Unpacked Creative Partner

"Connecting AI Technology with Everyday Experience to Deliver Value"

Samsung Electronics announced on the 22nd that it collaborated in a unique way with playwright Park Chunhyu, the first Korean to win a Tony Award in the United States, to enhance the completeness of the 'Galaxy Unpacked 2026' event.

On the 22nd (local time), at the exhibition hall inside Old Billingsgate in London, UK, where Samsung Electronics' 'Galaxy Unpacked 2026' was held, promotional photos of the 'Galaxy Z Flip8' (from the left), 'Galaxy Z Fold8 Ultra', and 'Galaxy Z Fold8' were displayed. Photo by Kyungjo Noh

Park participated as the 'creative partner' for this Unpacked event, jointly designing the overall narrative and setting the direction for storytelling. Moving away from the conventional format of listing new product hardware specifications, the aim was to deliver the philosophy of 'open innovation' and foldable innovation that Galaxy aspires to, transforming them into a natural storyline for the audience.

To achieve this, the presentation sessions were structured to maintain a single emotional flow rather than being segmented, and technical jargon was converted into everyday user-oriented stories. The story framework was also refined so that Galaxy's openness and user-centric values could be intuitively experienced within the event. In particular, when introducing the new foldable products, emphasis was placed on the essential message of 'technology that truly expands user experience' rather than just highlighting external novelty.

Park also contributed ideas to the narrative film shown in the middle of the event and to the overall stage direction. He proposed presenting technologies like artificial intelligence (AI), which might otherwise feel cold or impersonal, in a warm way by connecting them to human relationships, emotions, and everyday experiences. Creative direction was provided so that the presentations, video content, and product launches proceeded seamlessly, deepening audience immersion.

A Samsung Electronics representative said, "To maximize the nature of a live on-site event, we incorporated the sensitivity of a performing arts playwright, who thoroughly factors in the audience's reactions and stage pacing," adding, "Through the lens of an external creator, this collaboration serves as an opportunity to communicate Samsung's advanced technology messages to a global audience in language that is more accessible and relatable."

Meanwhile, Park is recognized for writing a new chapter in Korean performing arts history, as the musical 'Maybe Happy Ending,' for which he wrote the script and lyrics, swept six major awards, including Best Musical, at the 78th Tony Awards last year.

This content was produced with the assistance of AI translation services.