Hangeul Truck and Selfie Studio installed at the University of Pennsylvania © Samsung Electronics

Samsung Electronics announced on October 9 that, in celebration of Hangeul Day, it has launched the “Hangeul Truck” project in collaboration with the New York Korean Cultural Center and world-renowned installation artist Ik-Joong Kang, introducing the beauty and value of Hangeul through the convergence of technology and art at major universities across the United States.

Ik-Joong Kang is a New York–based installation artist who has held a solo exhibition at the Whitney Museum of American Art and participated in numerous group exhibitions at major international institutions. He is the recipient of the Special Merit Award at the 1997 Venice Biennale, the Korean Art and Culture Award (Presidential Award) in 2012, and the Sejong Cultural Award in 2021.

The project transforms the front of a truck into a large-scale artwork using Kang’s “Hangeul Cubes,” composed of individual Korean letters. Beginning on September 26 (local time), the Hangeul Truck toured six U.S. universities—including Yale University, Cornell University, and Princeton University—where it was exhibited on campus.

In particular, university students were invited to type a “message to their future selves” in English using the Galaxy Z Fold7. Through Galaxy AI’s translation function, the messages were translated into Korean and displayed on the large screen of the Hangeul Truck.

In addition to promoting Hangeul, the project also offered a variety of interactive experiences, including a Galaxy Z Flip7 selfie photo booth inspired by K-culture, providing participants with a rich and engaging cultural experience.

Choi Seung-eun, Vice President of the Mobile Marketing Center at Samsung Electronics’ MX Business Division, stated, “The Hangeul Truck is a project that showcases the unique beauty and value of Hangeul through the meeting of an open and easily expandable language—Hangeul—and an open technology that connects the world—Galaxy. We will continue to expand public cultural projects that connect regions, languages, and generations.”

Artist Ik-Joong Kang commented, “The Hangeul Truck is a special stage where Hangeul—created by King Sejong the Great for the people—meets the dream messages that today’s younger generation sends to their future selves, allowing them to breathe together. This project is especially meaningful in that it realizes open art that does not remain confined to exhibition spaces, but instead moves through cities and campuses, freely accessible to everyone.”

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