[London (UK) = E-Daily Reporter Shin Yeong-bin ] SamsungElectronics(005930)has incorporated a playwright’s storytelling approach into its Galaxy Unpacked event. The goal is to present new technologies—such as foldable smartphones and artificial intelligence (AI)—not merely through features and specifications, but as a single narrative connected to users’ daily lives and emotions.

SamsungElectronics announced on the 22nd that playwright and lyricist Park Cheon-hyu participated as a creative partner. Park collaborated with SamsungElectronics to design the overall narrative and storytelling direction for the event.

Park is the writer and lyricist behind the original musical “Maybe Happy Ending.” The production won six major awards, including Best Musical, Best Book, and Best Score, at the 78th Tony Awards held in New York City last June. Park made history in the Korean performing arts scene by being listed as a co-winner of the Best Book award.

SamsungElectronics partnered with a playwright to transform Unpacked from a series of product-specific announcements into a cohesive live content experience with a unified narrative. The focus was on conveying the open innovation and user-centric values that Galaxy emphasizes using language that is easier to understand than technical jargon.

Park connected the overall message and emotional arc so that each presentation session would not appear isolated. She structured the event so that even as presenters changed and products were introduced, it felt like a single story unfolding, and she worked to translate technology-centric language into everyday user experiences.

This perspective was also reflected in the way the new foldable products were introduced. The emphasis was placed on explaining how the new form factor changes the actual user experience, rather than just the device’s appearance and hardware specifications. The narrative explored how the Galaxy Z Fold8, with its short, wide screen, and the high-performance Fold8 Ultra each provide distinct user experiences.

Park’s ideas were also incorporated into the narrative video screened during the event and the stage production. She explained technology—which, like AI, can feel somewhat abstract and cold—by connecting it to human relationships, emotions, and everyday scenes. She also contributed her insights on the pacing and transitions of the stage to ensure that the presentations, videos, and product unveilings flowed seamlessly.

SamsungElectronics’ decision to involve an external creator in the narrative design of Unpacked is seen as an attempt to redefine the conventions of technology launch events. Rather than simply presenting product specifications and features in a one-sided manner, the company incorporated live performance techniques to help the audience intuitively grasp the practical applications and value of the technology.

A SamsungElectronics spokesperson stated, “To maximize the unique characteristics of a live on-site event, we incorporated the sensibilities of performance directors who calculate audience reactions and stage pacing,” adding, “This will serve as an opportunity to convey Samsung’s cutting-edge technology messages to a global audience in a language that is easy to understand and relatable, through the perspective of external creators.”