Samsung to Unveil 'Jinusmas,' Alien Theory Protagonist, at IFA 2022
Samsung Electronics Previews Virtual Avatar 'Jinusmas' Video Ahead of IFA 2022
[Asia Economy Reporter Kim Pyeonghwa] Samsung Electronics announced on the 29th that it will showcase a virtual avatar named 'Jinusmas' at the European electronics exhibition IFA 2022 held in Berlin, Germany on September 2. On the same day, Samsung Electronics released a video related to Jinusmas on its social channels such as YouTube, further teasing the announcement.
Samsung Electronics captured the image of an alien named Jinusmas who crash-lands on Earth from space due to a mysterious accident in the video. The message also included an invitation to check out Jinusmas's unexpected journey on Samsung.com. This is an example of introducing an alien working at Samsung as a virtual avatar, inspired by the humorous internet meme among netizens that Samsung's innovative products are developed by abducting aliens. The English name of Jinusmas (G?NUSMAS) is derived from reading the English letters of Samsung (SAMSUNG) backward. The planet 'Nauers 129,' Jinusmas's place of origin, also includes a playful reference to Samsung Electronics' headquarters address, '129 Samsung-ro, Suwon-si.'
Starting with this video, Samsung Electronics plans to sequentially release web pages and videos featuring Jinusmas's origin story and activities on Samsung Electronics' official website, YouTube, Facebook, and other platforms. They also added plans to communicate with consumers through various digital channels such as social media and the metaverse using Jinusmas.
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Lee Younghee, Head of Samsung Electronics Global Marketing Center, said, "We have introduced a friendly and cheerful avatar by utilizing internet memes that show consumers' affectionate interest in Samsung Electronics," adding, "We will continue friendly communication with customers by introducing various aspects of Samsung Electronics using the alien's unique quirky and creative imagination."
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