Samsung Electronics, together with global healthcare company Abbott, is bringing immersive extended reality (XR) experiences to blood donation scenery, using Galaxy XR to make the process more comfortable and engaging for donors.

On June 2, 2026, Samsung and Abbott partnered with the Korean Red Cross to conduct Korea’s first XR-powered blood donation campaign at Samsung Digital City in Suwon. The campaign was held in recognition of World Blood Donor Day, in which Samsung employees experienced immersive meditation content while donating blood, with Korean Red Cross personnel on-site throughout the event.

Following the XR-powered blood donation campaign in Korea, Samsung and Abbott are preparing to expand the program through upcoming activations at major global events in the United States and Malaysia. These efforts aim to bring the Galaxy XR donation experience to more donors, healthcare professionals and blood bank stakeholders around the world.

▲ Samsung employees use Galaxy XR while donating blood during the campaign at Samsung Digital City.

Enhancing the Blood Donation Experience

After putting on Galaxy XR, donors enter a calming, Zen garden-inspired environment. Using only gaze-based interaction — no controllers, no hand gestures — they plant virtual flower seeds simply by looking at them. Over three to five minutes, flowers and trees bloom around them as music created in collaboration with the Chicago Symphony Orchestra plays in the background.

“As the boundary between the physical and digital worlds continues to blur, blood donation no longer has to be a stressful experience,” said James Pak, VP of the Global Mobile B2B Team at Samsung Electronics. “Through this initiative, we hope to demonstrate how Galaxy XR can extend beyond entertainment and productivity to create lasting social value.”

“Samsung Galaxy XR, powered by Android XR, represents a significant advancement for our mixed reality blood donation program,” said Miguel Carrazza of the Transfusion Medicine division at Abbott. “It is well-suited for healthcare settings, allowing medical staff to monitor donors more easily while helping them stay naturally engaged. Through our partnership with Samsung, Abbott is seeking opportunities to further expand the overall blood donation experience.”

Expanding Access to XR-Powered Donation

Since 2016, Abbott and Red Cross organizations have conducted blood donation campaigns in nearly 30 countries. Building on that foundation, Samsung and Abbott have introduced Galaxy XR into donation settings across multiple countries, with momentum growing ahead of major upcoming events.

▲ (From left) Samsung employees Geunwoo Park and Gangsu Kim participate in the blood donation campaign.

“I try to donate blood at least once a year, but it can feel a little boring since you have to sit still,” said Geunwoo Park of the Networks Business at Samsung Electronics, who donated during the campaign. “Using Galaxy XR made it more enjoyable because there was something engaging to watch.”

“It was a unique experience to try Galaxy XR while donating blood,” said Gangsu Kim of the Visual Display Business at Samsung Electronics, making his 20th blood donation. “I found the interactive content especially fascinating because it responded to where I was looking.”

Looking Ahead

The initiative continues to grow. At the Augmented World Expo (AWE) in Long Beach, California, running June 15–18, 2026, Samsung and Abbott will host a four-day blood drive, bringing the Galaxy XR donation experience to thousands of attendees from across the XR ecosystem. Later in June, the initiative will be showcased at the International Society of Blood Transfusion (ISBT) Congress in Kuala Lumpur, Malaysia, where more than 100 blood bank decision-makers from around the world will have the opportunity to share the experience.

Through these engagements, Samsung and Abbott are working to expand access to XR-powered donation experiences for donors, healthcare professionals and blood bank organizations worldwide.

Executives and Employees Look Forward to Building a Worthy Legacy

At the anniversary event, executives and employees marked the achievements over the past half-century and pledged to embark on a new journey toward a leading Centennial company.

Kinam Kim, Vice Chairman & CEO of DS Division, shared three key goals towards Samsung’s continued growth in the next chapter of the company’s life.

“Unpredictable change, driven by material shifts in demographics and consumer behavior, will be a hallmark of the next era of the technology industry,” he noted. “So to ensure our survival in the new era, we must pursue relentless self-innovation. We must never cease to learn, be bold and fearless in our pursuits and execute thoroughly when undertaking all our tasks.”

The second goal reflects the Company’s philosophy of always putting the customer at the heart of its business. “By staying ahead of their needs and expectations and by finding ways to thrive in evolving markets, we can continue to ensure that customers are at the center of our business,” stressed Vice Chairman Kim.

Finally, “Let us all work together to help Samsung continue to evolve into a company that contributes to a better world and stay a respected and beloved company for future generations,” he said. “I ask that all of us not forget our responsibilities as good corporate citizens in the journey.”

Samsung executives and workers around the world have been engaging in volunteer work in recent weeks to give back to their communities to show its appreciation and to mark, in a more meaningful way, the company’s anniversary. The activities included donation campaigns and education projects for young students.