Samsung Invites Youth to Truly Enjoy the Nanjing 2014 Youth Olympic Games through Music

Boy band EXO is named brand ambassador for Nanjing 2014 at
Samsung’s campaign launch press conference
SINGAPORE – 21 July 2014 – Samsung Electronics Co. Ltd., the Worldwide Olympic Partner in the Wireless Communications Equipment category, announced EXO as Samsung’s brand ambassador for Nanjing 2014, and will play a key role in encouraging young people to truly enjoy fun and exciting moments of the Youth Olympic Games.

Samsung’s “Live the Beats, Love the Games” campaign is a unique combination of music and sports, aiming to maximize the fun and excitement of the Games through a variety of music performances, consumer engagement events, and digital contents. Music plays a central role in youth culture and K-pop especially has been loved by youth in Asian countries.

“We are pleased to announce the global icon EXO as our brand ambassador, as part of our efforts to reach out to young fans and create a festive atmosphere for the Youth Olympic Games with music and sports,” said Younghee Lee, Executive Vice President of Mobile Marketing, IT & Mobile Division at Samsung Electronics. “Through our marketing campaign and innovative technologies, we are inviting young people around the world to join in the excitement of the Youth Olympic Games.”

As Samsung’s brand ambassador, EXO demonstrates shared values with Samsung, including their commitment to youth and their passion and creativity. EXO will take part in performances and digital campaigns that will engage with music and sports fans, while enhancing excitement for the 2nd Summer Youth Olympic Games.

Samsung also unveiled an upbeat digital video featuring EXO, to inspire youth to be actively involved in the Youth Olympic Games and further enjoy sports through music and smartphone technology. The digital video showcases how the members of EXO connect with others, while also enjoying music and the unique features of the GALAXY S5 LTE, including the ultra power saving mode and dust and water resistance, to take part in sports in a smarter and exciting way. 

“We are delighted to be a part of Samsung’s campaign and look forward to promoting the Youth Olympic spirit to young fans worldwide as their brand ambassador for Nanjing 2014. Our aim will be to engage and enjoy sports with more youth at this Youth Olympic Games through music and interactive experiences,” said EXO.

In August, Samsung will host a series of concerts in Nanjing with EXO and famous stars from China, offering an opportunity for spectators to gather in a festival of music and youth culture at Nanjing 2014. Fans and young athletes from around the world will be invited to connect with one another and share their Youth Olympic Games experiences, full of passion and fun.

About Samsung’s Involvement in the Youth Olympic Games
Samsung began its Olympic Games involvement as a local sponsor of the Seoul 1988 Olympic Games. Beginning with the Nagano 1998 Olympic Winter Games, the company extended its commitment to the Olympic Movement as the Worldwide Olympic Partner in the Wireless Communications Equipment category. Samsung has supported the Youth Olympic Games since the inaugural Singapore 2010 Summer Youth Olympic Games and now extends its commitment to Nanjing 2014 Summer Youth Olympic Games, aiming to inspire youth through its innovative technologies. Samsung’s commitment as a Worldwide Olympic Partner continues through to Rio 2016.

About Samsung Electronics Co., Ltd.
Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of TVs, smartphones, tablets, PCs, cameras, home appliances, printers, LTE systems, medical devices, semiconductors and LED solutions. We employ 286,000 people across 80 countries with annual sales of US$216.7 billion. To discover more, please visit

About EXO
EXO’ is a South Korean & Chinese boy band separated into two sub-groups; EXO-K (Korean) and EXO-M (Mandarin). The name EXO is derived from EXOPLANET, a term denoting to planets outside of the Solar System. Making their anticipated debut in April 2012, ‘EXO-K’ and ‘EXO-M’ released the same songs in Korean and Mandarin, on the same day and time in Korea and China respectively.

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