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"Digital Hallyu" around the world

Korean global information and telecommunications (IT) companies are applying culture marketing to further spread brand recognition around the world.

Samsung Electronics revealed last week that its liquid crystal displays (LCDs) will be displayed at the Vatican Museum for the next two years. One of the most prestigious museums in the world, The Musei Vaticani has 14 40-inch Samsung LCDs at its information desk and one 46-inch LCD monitor at the exit. Samsung will also supply the museum's control room and offices with its LCD monitors, printers, digital video discs (DVDs) and other IT products.

The museum's 4 million tourists from around the world will access information about the museum and its displays through Samsung screens. Thanks to the latest initiative, the brand name Samsung will be featured in eight famous museums around the world.

Samsung monitors have already been mounted at several U.S. museums and art galleries. The Cooper-Hewitt Smithsonian, for example, is displaying a special exhibition "Design Life Now" through Samsung's 63-inch plasma display panel (PDP) monitor until July 29 this year. The exhibition presents experimental designs in the field of animation, architecture and graphics through video feeds.

Another one of Samsung's 19-inch LCD monitors was used at the Museum of Modern Art in New York by media artist Professor John Maeda of Massachusetts Institute of Technology to express his latest work "Reactive Books" last November.

Samsung's other cultural activities include sponsoring exhibitions at PS-Contemporary Art Center and the Lincoln Center, both in New York. The Jazz exhibition at Lincoln Center featured the 19-inch Samsung LCD monitor which won an iF Design Award. The San Francisco Museum of Modern Art also enjoyed similar sponsorship.

Other world museums where Samsung has made inroads include the State Hermitage Museum in St. Petersburg, where monitors have been in place since 1998; the Victoria and Albert Museum and British Museum in London; the Louvre in Paris; National Palace Museum in Taiwan, Rodin Museum in Philadelphia; and the Metropolitan Museum of Art in New York.

Not to be outdone, LG Electronics installed a giant light emitting diode (LED) screen above London's Piccadilly, a street scene as the capital city's entertainment and commercial center. An estimated 60 million pass the intersection per year. LG's LED at Piccadilly measures nine meters in width by five meters in height with the brightness of 6,000 candela that provide high resolution and clarity for graphics. LG plans on advertising its LCD TV, Fantasy Monitor, Shine phone, steam Tromm washing machine, French-door Refrigerator and other products through release of related videos and provide major news through a ticker 24/7 through a contract with Sky News.

A similar LED from LG also towers above Time Square in Manhattan, New York.

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