Samsung courts Gen Z with expanded Galaxy creator program

The launch ceremony for "Galaxy Crew 2026"/ Courtesy of Samsung Electronics
SEOUL, January 13 (AJP) - Samsung Electronics has launched “Galaxy Crew 2026,” an expanded creator program designed to generate social-media content based on everyday use of its Galaxy devices.

The company said Tuesday it held a launch event on Jan. 9, marking the start of roughly a year of planned activities. The program comprises 70 creators spanning 11 categories, including fitness, fashion, gaming, travel, photography, beauty, entertainment and video production.

Participants will produce videos, images and other content showcasing how Galaxy smartphones and related devices fit into daily routines, with a focus on practical tips and usage scenarios.

Samsung said the group will emphasize content aimed at audiences in their teens and 20s, highlighting features tied to Galaxy’s artificial-intelligence capabilities.

Samsung will support the creators by providing access to the latest Galaxy mobile devices, invitations to product launches, opportunities to attend performances and exhibitions, and collaborations on the company’s social-media channels. Members will also receive training intended to deepen their understanding of Galaxy products and AI features.

The Galaxy Crew initiative began as a pilot program, with about 20 participants in 2024 and roughly 60 in 2025. Samsung said it formalized and expanded the program this year to broaden communication with Galaxy users and more clearly convey its brand identity.

“Galaxy Crew reflects stories told by fans in their own voice and sensibility,” said Jang So-yeon, a vice president of Samsung Electronics. She said the company plans to continue working with a diverse range of creators to expand the Galaxy brand experience with content that resonates with younger audiences.
Kim Da-kyung 기자 kkimmmm@ajunews.com