Samsung has developed a virtual avatar called G∙NUSMAS to establish closer communication with the Y and Z generations. G∙NUSMAS comes from the planet Nowus-129, which is 100 million light years away from our planet and is actually the reverse spelling of 129 Suwon, Samsung's address in South Korea.

This mysterious creature works as an engineer on a secret mission at Samsung, taking on various tasks to develop innovative technologies that inspire creativity and empower users.

Samsung plans to release a series of short videos that depict G∙NUSMAS's story, starting from its birth and accidental arrival on Earth. Users are invited to join G∙NUSMAS on its journey. YH Lee, President and Head of Global Marketing at Samsung Electronics, stated the following about G∙NUSMAS: "Drawing inspiration from an image circulating online that reflects our customers' love and interest in Samsung, we designed a friendly and adorable avatar. We assigned this peculiar yet intelligent alien the task of showcasing different aspects of Samsung to everyone. We hope that through this, our users will develop a more intimate connection with our brand."

G∙NUSMAS was introduced at the IFA 2022 event, and consumers can now engage with G∙NUSMAS through social media, the metaverse, and other digital channels.