Behind the doors of Samsung Electronics’ headquarters lives an employee that came from a planet far, far away and unlike our own. Through a series of mysterious events, this whimsical creature became a top-secret engineer at Samsung, helping the company develop innovative technologies that both inspire creativity and empower users. This alien, known as G∙NUSMAS, is a new virtual avatar coming soon to Samsung.

Meet G∙NUSMAS: a small, blue alien with large, beady eyes and Samsung’s latest virtual creation. The idea for G∙NUSMAS came from a joke that people make whenever Samsung releases a new, unique product — that Samsung must have hired an alien being to design and develop its innovative technologies.

Samsung created G∙NUSMAS in order to connect with younger generations, specifically Millennial and Generation Z (MZ) consumers. “Borrowing an idea from Internet meme, which shows customers’ affectionate interest in Samsung Electronics, a friendly and pleasant avatar has come out into the world,” said YH Lee, the Chief Marketing Officer and Head of Global Marketing at Samsung Electronics. “By letting our whimsical and brilliant alien show different sides of Samsung to the public, I hope our consumers can feel more familiar with our brand.”

The name ‘G∙NUSMAS’ is ‘Samsung’ spelled backward. Its home planet of Nowus-129, a planet 100 million light years away from Earth, is also a reference to the address of the company’s headquarters, 129 Suwon in South Korea, spelled backward.

Samsung plans to release a series of short-form videos that detail the story behind G∙NUSMAS, starting with its birth and accidental arrival on Earth. Follow along and watch G∙NUSMAS’ journey as it works, plays and has a variety of experiences at Samsung’s headquarters. G∙NUSMAS’ bright and cheerful personality will shine through the videos as it sings, dances and interacts with a variety of Samsung devices, from jumping around on a monitor to dancing on the screen of a smartphone.

G∙NUSMAS will be debuted at IFA 2022 and G∙NUSMAS’ story will be released across Samsung’s social media channels, such as YouTube and Facebook, as well as through Samsung.com on September 2. Consumers will also be able to communicate with G∙NUSMAS through social media, the metaverse and other digital channels.

This universe is called Samsung Space Tycoon, an experimental virtual space that Samsung recently launched on the popular metaverse platform, Roblox. Space Tycoon is a virtual space where users can build and customize real Samsung products themselves in the metaverse.

The idea for the space came from the joke “Samsung must’ve hired an alien,” a joke that people make whenever Samsung launches an innovative product. The designers imagined a world where ‘Samsung’s aliens’ would create a universe that they would also live in. This world would be an advanced environment with an abundance of resources, somewhere in the bright future that would allow aliens to research and create new products. In Space Tycoon, young consumers, including Generation (Gen) Z, can naturally interact with the Samsung brand and enjoy more personalized experiences inside the metaverse.

In order to learn the full story behind the development of this virtual space on Roblox, Samsung Newsroom met with Soojung Lee, Jaeik Lee, Yeonee Choi and Doeun Shin, the designers on Samsung’s Corporate Design Center who led the Space Tycoon Project.

▲ (From the left) Soojung Lee, Doeun Shin, Yeonee Choi and Jaeik Lee: the designers on Samsung’s Corporate Design Center, who participated in Samsung Space Tycoon Project

From Making Home Appliances to Decorating Your Lab With Aliens: How To Experience Samsung in Space Tycoon

When entering Space Tycoon, the game begins with a story task asking the user to create a virtual product with Samsung’s aliens. Users can extract minerals in order to make and manufacture Samsung products in the Lab. With the products they have made, users can collect coins, which can be used to purchase smartphones, vacuum cleaners and other products. In addition, users can buy a variety of avatar items to customize their characters, and there are various events and entertainment available in the space as well.

“We began this project with the hope that the younger generations all over the world would become closer to Samsung,” said Soojung Lee, the designer who directed this project.

“We wanted to create a familiarity with Samsung by letting young people become more accustomed to the brand and more importantly, have fun and experience the brand,” Lee continued. “We were looking for a platform where users get to directly experience things, rather than simply a space where we can promote our products. We’ve come to the conclusion that the metaverse platform called Roblox, which boasts the most global users, was the most appropriate.”

▲ Yeonee Choi (left), UI designer of Space Tycoon, and Soojung Lee, designer and project general manager

The reason Space Tycoon was made as a management simulation game is because the focus of the game is the user experience. “Rather than having a brand simply provide passive experiences, we wanted to provide a more active experience where consumers get to make the products themselves in the metaverse and go beyond experiences in reality. To accomplish that, this genre was the best for Space Tycoon,” explained Choi, who designed the UI and game scenarios.

Smartphones as Scooters and Vacuum Cleaners as Hoverboards: Imagination Becomes Reality in Samsung’s Space Tycoon

Aside from simply building Samsung products in the game, these virtual, customizable products can be used for purposes that differ from their intended use, providing a unique brand experience to users.

▲ Samsung Space Tycoon released by Samsung on Roblox

When explaining the background on how Samsung products are to be used in game, designer Shin emphasized the importance of providing a fun experience for younger users. “We prioritized Gen Z having fun while interacting with the Samsung brand and products by utilizing the features of the metaverse, rather than providing dull, technical information about product performance, such as battery capacity and camera resolution,” said Shin, who designed the visual interaction and visual concept graphical user interface (GUI) for Space Tycoon.

▲ Experience Samsung products in a new way on Samsung Space Tycoon.

In Space Tycoon, Samsung’s foldable Galaxy Z Flip smartphone can be a scooter or a bag, The Sero TV becomes a single person helicopter and the Jet Bot robot vacuum cleaner becomes a hoverboard. “Using our imagination, we intentionally excluded the real-life special features of Samsung’s products and gave them new functions so that these products are used in completely different ways in the metaverse,” said Jaeik Lee. “We thought that this new, creative approach would help Gen Z think of Samsung as a friendly and innovative lifestyle brand, rather than simply viewing Samsung as a smartphone and home appliances company,” added Lee.

▲ Jaeik Lee (left), designer and project leader of the Space Tycoon, and Doeun Shin, GUI designer

Unique Experiences Presented by the Universe in a Fantastic Array of Colors

The environment of Space Tycoon is an advanced place in the bright future that is unique and abundant with resources, enabling aliens to research new products. Unlike the vast and silent image of space that is often thought of, the cheerful colors of Space Tycoon catch users’ attention. In order to craft an eye-catching environment in this virtual space, the designers needed to meticulously think through the details to create the concept of this new world.

▲ Explore a new, mysterious world on Samsung Space Tycoon.

“Rather than using a dark, serious image of space, we wanted to create a mysterious place that is both bright and cheerful,” said Shin. “At the same time, we wanted to show a more advanced future when working on the design concept, so we referred to sci-fi pictures drawn by young kids. We were inspired by the concept of Atompunk as well, which showed how people in the 1960s envisioned the future. It’s a utopian place filled with big buildings, colorful spaceships, and it lives in harmony with beautiful nature. This concept is unrealistic yet full of elements that spark imagination.”

“The first goal was to make users feel that this is a different planet from Earth, and then we focused on designing a fantastical environment that catches users’ attention,” said Jaeik Lee.

▲ A bright and colorful world awaits you on Space Tycoon.

▲ Concept sketch of Space Tycoon

On Space Tycoon, the environment is filled with colors that are not naturally seen on Earth. Designer Jaeik Lee said he meticulously designed the virtual space and setting. “We kept familiar elements, such as ponds, plants and rocks, to let users know that these are indeed elements of nature, but we also tried to create an unfamiliar vibe as well by adding a touch of artificiality in texture and color,” said Lee. “For instance, we made the desert pink instead of a sandy color and made the forest more of a jade color. We also created metal cactuses as well as mushrooms and plants that emit neon lights.”

Within Space Tycoon, there are fun and unique elements as well. “When the aliens accidently landed on Earth, they fell in love with lemonade, so they took it with them on their way back home to space,” said Choi about the storyline of Space Tycoon. “You can find features that display the aliens’ love for lemonade within the world of Space Tycoon,” she added. Designer Jaeik Lee also offered a useful tip regarding the lemonade. “You can make Samsung products with the aliens,” said Lee. “Don’t forget to stop by the lemonade zone to win their hearts.”

Samsung’s Space Tycoon Will Serve as a Playground for Future Generations

Once Gen Z experiences Samsung in Space Tycoon, Samsung has future plans to continue connecting with users through the metaverse.

▲ (From the left) Soojung Lee, Doeun Shin, Yeonee Choi and Jaeik Lee: the designers of Samsung’s Corporate Design Center who participated in the Space Tycoon Project

Shortly after the launch of Space Tycoon, many users flocked to the virtual space. “Just a few days after the launch of the service, the number of visits surpassed 5.9 million,” said Soojung Lee. “Roblox users on average play for about 5 minutes, but already there were heavy users that were on the game for more than 3 hours.” Designer Lee also explained Samsung’s plans to expand in-game content going forward. “Currently, about 20 Samsung products are available as in-game items, and these products are presented in various colors and designs,” said Lee. “We plan to continue expanding in-game content so that users can enjoy Space Tycoon for longer.”

“When we conducted a user survey during the course of development, one child from the U.S. commented that he experienced a new world through Space Tycoon,” said Choi. “It was very touching and exciting to hear that, and it made me feel a stronger sense of duty. Also, Space Tycoon is being advertised on a billboards in the Time Square in the U.S. and in Piccadilly Circus in the U.K., so we are proud that the design we’ve developed is out on the world’s stage. We’d like to continue making various content in Korea and collaborating to create pleasant experiences for users,” she added.

Space Tycoon is Samsung’s virtual reality universe that creates user-centered, new brand experiences by focusing on the preferences and lifestyles of future consumers. Through this universe, Samsung will continue to offer more innovative experiences that capture both the eyes and the hearts of users.

Samsung Electronics today announced the launch of Samsung Space Tycoon (“Space Tycoon”), a virtual playground built inside the global metaverse platform Roblox. Space Tycoon is a virtual space where users can create and play games and share experiences using Samsung Electronics’ products together with alien characters in space, taking design and functionality cues from business simulation ‘tycoon’ genre.

Samsung has created this service targeting Gen Z customers to provide them with an integrated, metaverse experience where they can create and enjoy their very own Samsung products. Samsung’s aim is to enable Gen Z customers to experience the brand and interact with one another.

“Space Tycoon is designed to be a playground where many customers can experience unlimited possibilities of virtual spaces,” said Jinsoo Kim, Executive Vice President at Corporate Design Center in Samsung Electronics. “We wanted to give our Gen Z customers a chance to experience Samsung products in a way they have never done before. We will continue to showcase content that can deliver more meaningful and entertaining digital experiences for both our current and future customers.”

Set in the Samsung Space Station as well as the research laboratory where alien characters conduct research on Samsung’s newest products, Space Tycoon consists of three specific play areas: the Mining Zone for resource procurement, the Shop for game item purchase and the Lab for product manufacturing.

In Space Tycoon, using the excavated resources, users can design various Samsung products — from Galaxy-smartphones to various TVs and home appliances — and purchase or upgrade game items. Users can get creative by starting with real-life products and giving them a makeover to become in-game gadgets. For example, the foldable smartphone Galaxy Z Flip can turn into a bag or a scooter, just as users will be more imaginative with the Jet Bot vacuum cleaner turning into a hoverboard or The Sero lifestyle TV into a one-person helicopter.

Currently, over 20 Samsung products are available in the Shop where the colors of their purchased items can change randomly depending on the levels achieved and new series of products will be regularly updated.

Space Tycoon will simultaneously launch in 14 languages, including Korean, English, Chinese and Spanish. Additional features where users can interact with one another, share their creations or attend exclusive virtual parties will be further added in the future. In addition, Samsung will hold dedicated online events through its website Samsung.com under the #YouMake campaign that is focused on coloring and collecting Samsung products.

To learn more visit design.samsung.com and smsng.co/YouMake_JUL_Space_YT.

Calling all interstellar pop fans! Samsung Superstar Galaxy on Roblox, an exciting experience featuring pop star, singer and songwriter Charli XCX, is now live. For a limited time only, users can live their popstar dreams by performing, dancing and creating in Superstar Galaxy. This all leads to the virtual concert finale on June 17, where the top users will take the stage and share the spotlight with Charli XCX. Fans can also watch replays of the performance all weekend long.

Superstar Galaxy drops you into a futuristic space station equipped with your very own virtual Galaxy Z Flip3 smartphone. You’re then guided by virtual Z Filp3 devices throughout Superstar Galaxy with messages from Charli XCX to complete challenges, explore the galaxy and get tips on navigating the experience. You can even use Z Flip3 to snap a quick in-game selfie of your avatar and share with your friends.

From the space station, discover nearby asteroids and play unique mini games, build and perform on your own custom stage, or visit stages created by other users. To earn Star Power and climb the in-game leaderboards for the opportunity to join Charli XCX during the concert finale, users will need to complete challenges found around the Superstar Galaxy.

New content drops every Friday leading up to the performance, including fan-favorite Charli XCX songs to perform, new in-game zones and props to decorate your own stage. You can also unlock exclusive pop-icon inspired items to customize your avatar and create your own pop star persona.

“Roblox and Samsung feel like the perfect duo to extend the interaction I have with my fans,” said Charli XCX. “The partnership is one that will give my community the access and ability to experience me in ways they previously have not been able to, which is extremely exciting!”

“We’re always looking for opportunities to bring consumers new ways to interact with our Galaxy devices,” said Janet Lee, Senior Vice President of Mobile eXperience at Samsung Electronics America. “As more than an online game, we’re offering fans a social experience that brings together creativity, music and entertainment in a way that’s unique for Samsung and Roblox.”

This is the most recent example of Samsung’s approach to creating innovative experiences in the metaverse. Samsung 837X, which launched in January and is modeled after the Samsung Flagship store in New York City, is an online experiential playground and creative hub for users to explore incredible experiences made possible through Samsung technology.

Samsung Superstar Galaxy is accessible in the United States, Brazil, Canada, Germany, United Kingdom and other select countries worldwide. To learn more visit www.samsung.com/us/superstargalaxy/.

It’s an interesting scenario to think about, and it will become a reality once the metaverse is up and running. Samsung Electronics has been innovating with the metaverse in various ways, and has created an option for those interested in CES 2022 to experience the event online.

Those who visit Samsung’s virtual showcase will learn all they need to know about the company’s latest products, and even receive an opportunity to test them out for themselves. Thanks to a partnership with Asia’s biggest metaverse platform Naver Z’s ZEPETO, they’ll also be able to use Samsung devices to decorate their very own ‘home’ in the metaverse. Read on to learn more about how the combination of ZEPETO and Samsung’s My House platform empowers users to experience Samsung products – and decorate their home – in new ways.

Adding a Whole New Dimension to Samsung Products

You’ve likely heard of the metaverse before. It’s no longer a fad, but a well-established trend of the future. With online communication continuously evolving, the metaverse has created new industrial, social and cultural values. Millennials and ‘zoomers’ (members of Gen Z) are using this digital space to project identities that are different from reality, and have created a new world of experiences through active interaction.

▲ Samsung Electronics has been using the metaverse to communicate with millennials and zoomers in various ways.

Samsung continues to utilize the metaverse to advance diverse marketing strategies, increase brand awareness and offer its fan community an expanded space for interaction. Some examples include the Photo Booth, which allows users to take pictures with Samsung’s lifestyle TVs and Galaxy smartphones, the Galaxy House, where users can experience Galaxy devices by taking part in a jumping game, and Outfit Items – clothing branded with the names and logos of Samsung’s lifestyle TVs that users can use to dress up their avatars. Through projects that have brought users closer to products of various categories, Samsung has accumulated the know-how to build its very own metaverse.

On the first day of CES 2022, Samsung will showcase a more multidimensional take on the metaverse with the reveal of a platform called My House, which allows users to directly experience a total of 18 Samsung products, including new products for 2022. My House utilizes Naver Z’s ZEPETO metaverse platform – the largest such platform in Asia, with more than 250 million users worldwide. Through close cooperation with ZEPETO, Samsung will launch a first-of-its-kind world map that invites users to decorate their very own home in the metaverse.

The My House world map is a space-decorating experience that ZEPETO is supporting for the first time. Users can not only customize the arrangement of furniture and home appliances, but they can also personalize the tone and manner of the space itself. This takes the metaverse experience and its value a step further by sparking users’ imagination and encouraging creativity.

Decorating a home is about incorporating items and appliances into living spaces that look nice and enhance your home’s atmosphere. Not only is it necessary, but it’s also becoming an increasingly popular hobby. This is because more and more people want to enhance their quality of life in the spaces in which they are spending a lot of time. They’re also interested in creating a one-of-a-kind space that reflects their unique tastes and preferences.

Empowering Users To Find Their Unique Style

Samsung continues to make various efforts to help users develop their own lifestyle. The company has presented innovations for a new era in which products can be customized to suit a wide range of tastes. This unique vision was also reflected in Samsung’s CES 2022 keynote address. As Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Samsung’s DX (Device eXperience) Division, explained, “At CES 2022, you will be able to see in detail how personal customization technology is applied in Samsung Electronics’ large-screen devices, home appliances and mobile products.”

The My House world map, which allows users to decorate their own space in the innovative platform that is the metaverse, is a product of this customization-focused take on technology. “Since home appliances tend to be big, it’s difficult to actually try placing them in users’ own spaces. But now, users can not only imagine their own unique spaces through My House, they can also freely decorate their dream homes,” said Youngwoong Kwon of Samsung Electronics’ Global Marketing Center. “Users will be able to have the special experience of gaining a deeper understanding of their preferences and customizing their spaces.”

Samsung’s My House world map, which invites users to take part in the special experience of filling a space with innovative products, will be unveiled on January 5 – the first day of CES. The map can be accessed by downloading the ZEPETO app from app stores including the Google Play Store, and then tapping on “Recommended Map” or searching for “My House” in the app’s “World” tab.