When global tech meets Vietnamese expectations, one thing matters most: Chuẩn S Việt Nam.

Samsung & Thế Giới Di Động challenged The Urgency to reimagine their annual showcase - not as a typical tech presentation, but as a statement of how innovation truly serves the rhythm, aspirations, and lifestyle of Vietnamese people.

From that, we uncovered our Rushpoint™: Technology only has value when it meets the real needs of Vietnamese users. So instead of building a show that simply introduces features, we built a show that introduces solutions - solutions rooted in local behaviors, habits, and cultural cues.

The entire experience was redesigned through the lens of Chuẩn S Việt Nam:

• Stage flow inspired by Vietnamese narrative rhythm

• Transitions reflecting everyday moments where Samsung empowers real life

• Feature reveals tied to insight-driven scenarios from families, creators, students, and professionals

• A narrative tone that feels globally premium yet unmistakably local in understanding

The result is an elevated show concept where every product delivers the same message: Samsung brings technology not just to Vietnam - but for Vietnamese people.