Samsung HK embraces Cantonese culture with new campaign

Samsung Hong Kong has launched a campaign called “Cantonese Culture Festival” (廣東話文化節) to embrace the Cantonese culture of Hongkongers.

It comes along with Samsung's plan to expand its three new languages for Galaxy AI through language pack downloads, including Cantonese. It supports Cantonese in different features such as interpreter, note assist, transcript assist, call assist, and Samsung keyboard. Furthermore, the AI system is designed to learn Cantonese colloquialisms.

Created in partnership with local creative agency NoTwo HK, the campaign targets Hongkongese and launches from 3 May until the end of June.

As part of the campaign, a promotional video has been released featuring Dennis Kwok, also known as 193, a member of the local boyband ERROR as Samsung's Cantonese AI ambassador. In the video, Kwok showcases Galaxy AI's Cantonese language support by assisting an English-speaking tourist in finding directions to a museum and helping a non-Cantonese-speaking maid understand her employer's instructions.

To amplify the campaign reach, Samsung has launched an array of key visuals above-the-line and below-the-line, including tentcard/ DPOP across over 200 channels, as well as street domination.



Samsung has also collaborated with local illustrator Peep Project to create a set of Cantonese playing cards, printed with various Cantonese slang such as "坐定粒六", "死雞撐飯蓋" and "拜拜你條尾". It has also invited Kwok to play with Cantonese using Galaxy AI to promote the local culture to the mass audience.

On the other hand, Samsung has organised a street activation taking place over the next two weekends, featuring a Cantonese pop-up challenge. Participants have the opportunity to play the challenge and get a chance to win an autographed card by Kwok.

Yiyin Zhao, managing director, Samsung Electronics Hong Kong Company, said: “Committed to democratising mobile AI for all, Galaxy AI's language expansion this year will allow even more Galaxy users to communicate beyond language barriers on a scale that is completely unique to Samsung.”

“We will continue to innovate our technology and pioneer premium mobile AI experiences so that even more users are equipped with the right tools to unleash their unlimited potential,” Zhao added. 

“NoTwo is excited to partner with Samsung Mobile HK for the ‘Cantonese Culture Festival’. We believe that Cantonese culture holds a unique value for all HongKongnese. Therefore, we have developed a comprehensive campaign with engaging assets to help all HongKongnese understand how Galaxy AI empowers them to connect with the world using our unique Cantonese language,” said Andy Chan, co-founder, NoTwo HK.  

Don’t miss: Samsung HK and Cathay position new product as AI-enhanced travel phone

Back in February, Samsung Hong Kong partnered with Cathay Pacific to launch a co-branded campaign, positioning its new phone, Galaxy S24 series as an AI-enhanced travel phone.

Also known as "My AI-deal travel” (智在隨意飛), the campaign was also done in collaboration with No Two HK. As part of the campaign, Samsung and Cathay have utilised social media platforms to showcase three videos featuring various application scenarios of the Galaxy S24 series, including photos-editing benefits powered by Galaxy AI, conversational benefits powered by Galaxy AI and circle-to-search benefits powered by Google. 

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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