[Edaily Reporter JAEMIN SONG ] SamsungElectronics is strengthening its marketing of artificial intelligence (AI) home appliances by supporting the production of a TV drama. The strategy goes beyond simple product placement (PPL) to naturally showcase the company’s AI home appliance technology and brand competitiveness by incorporating actual workplaces and employees’ development experiences into the drama.

SamsungElectronics announced on the 1st that it is participating as the official production sponsor of the tvN Monday-Tuesday drama “Going to Work Tomorrow, Too!” This collaboration was arranged to allow consumers to naturally experience SamsungElectronics’ AI home appliance lineup and “AI Home” ecosystem through the drama.

Set against the backdrop of a home appliance company, the drama is an office romance that depicts the growth of employees on the product planning team, with the planning and development of AI home appliances serving as a central theme. SamsungElectronics incorporated the convenience and technological capabilities of its AI home appliances into key episodes to help viewers naturally appreciate the value of the products.

In the early episodes, the development process of a state-of-the-art refrigerator ice maker was featured as a central storyline, and SamsungElectronics’ Gwangju plant served as the actual filming location for the scene where the protagonist visits the factory. Additionally, key features of AI home appliances—such as scenes utilizing the Bixby voice recognition function of the “Bespoke AI Ice Water Dispenser”—were introduced as part of the plot.

SamsungElectronics went beyond simply providing product sponsorship to actually opening its facilities as filming locations. The company provided spaces such as laboratories, product development offices, the Gwangju Campus, and even a bus stop within the campus as filming locations. It also supported the production team by sharing interviews with employees from the Home Appliances (DA) Division and their on-site experiences, helping to realistically portray the atmosphere and work processes of an actual home appliance development site.

This drama will air simultaneously not only in South Korea but also in major countries such as the United States, Europe, Japan, Taiwan, and Southeast Asia. SamsungElectronics expects this to serve as an opportunity to introduce AI home appliances and the AI home ecosystem to global viewers and strengthen its brand leadership.

A SamsungElectronics spokesperson said, “This drama collaboration was planned to convey the AI home appliance development process and the value these products offer to consumers in greater depth,” adding, “We expect it to serve as an opportunity to showcase our differentiated AI home appliance technology not only in Korea but also in global markets.”