About Us

Brand Story

Brand Story

We exist to create human-
driven innovations that defy
barriers to make a better
world for all

We exist to create human-driven innovations that defy barriers to make a better world for all

Our story begins in 1969, when Samsung was born with the ambition to help
people achieve the impossible.
After over 50 years, we're still innovating, creating technology that breaks
down old and new barriers, and helping people to do what they can't. We
continue to be driven by our purpose, so we put people and what they care
about at the centre of everything we create.

We live by the values that drive us

Our values are at the heart of everything we do. We follow five key principles that embody our commitment to people, excellence, change, integrity, and co-prosperity. We focus on these principles to continue growing, innovating, and challenging the status quo to turn our values into action every day.

Human experiences

We put people first, at the centre of everything we do.

A man in black clothes is standing looking at left side in hall covered with black and whites stripes. A man in black clothes is standing looking at left side in hall covered with black and whites stripes.

Progressive innovation

We continually find new ways to improve the way people live by creating inventive products and services.

There are three light bulbs. And only one in the middle is on. There are three light bulbs. And only one in the middle is on.

Defiant optimism

We challenge ourselves and the status quo to change the world.

There's a blue surfing board on the ocean. There's a blue surfing board on the ocean.

Integrity & transparency

We always aim to do the right thing by being open and honest with our customers and ecosystem of partners.

There's a bubble floating in the air. There's a bubble floating in the air.

Social betterment

We believe that everyone should benefit from technology. It should be accessible, sustainable and used for good.

People in white shirts are painting a mural together. People in white shirts are painting a mural together.

We are the relentless pioneer

We pave the way: Because we see obstacles as opportunities. Because we're not afraid of the new or the unknown. Because we imagine and create technology that blaze a new trail, enabling people to do what they can’t.

We break new grounds

We're always moving forward, taking us all further into new generations and elevating the standards.

There are two white walls with stares ascending one of them to a door that leads to a cloudy blue sky. There are two white walls with stares ascending one of them to a door that leads to a cloudy blue sky.

We see endless potential where others don't

We turn failures into opportunities to learn and thrive. We advance not only for ourselves, but also to help all humanity make real progress.

There are hurdles placed on red race tracks. There are hurdles placed on red race tracks.

We impact lives through the everyday

We believe creating a better place for everyone means impacting people in their everyday lives in delightful and uplifting ways.

There are three flower pots on a shelf. There are three flower pots on a shelf.

The art of expression

The way we express ourselves says a lot about who we are. So, we always find ways to show up as ourselves in our writings and designs by being bold, genuine, contemporary, and playful.

Bold

But not arrogant. We don't shy away from sharing new or unconventional ideas to provoke thought, light up new possibilities, and ultimately, inspire people to do more.

There is a transparent marble between two black rectangle objects. There is a transparent marble between two black rectangle objects.

Genuine

Never too polished or scripted, we embrace the flaws and beauty of real-life moments that are engaging, relatable, and real.

A woman is painting blue and white paints with her fingers on canvas. A woman is painting blue and white paints with her fingers on canvas.

Contemporary

We're always evolving to live the moment and push the world forward at the same time. We stay open and curious to stay relevant and to be an inspiration people to try new ways of living.

There is a pair of white classes covered with yellow, green, and pink paint. There is a pair of white classes covered with yellow, green, and pink paint.

Playful

We bring wit, warmth, and humanity through our stories and experiences. We're here to intrigue and uplift people in unexpected ways.

Yellow, pink, lavender, teal, and sky blue colours are painted on canvas. Yellow, pink, lavender, teal, and sky blue colours are painted on canvas.