Samsung E&A held a commemorative event on August 6 at the Global Engineering Center in Gangdong-gu, Seoul, to celebrate the first anniversary of its official characters: Addie, Eannie, and Saydi. The event aimed to share successful examples of character utilization over the past year with employees and to enhance practical applications while reemphasizing the values of communication and empathy that the characters represent.
The celebration featured various character merchandise displays, a photo wall, and a congratulatory message board. Additionally, a prize draw for employees was conducted, along with charitable events such as a regular donation campaign and contributions to pediatric cancer patients, extending the values of communication and empathy symbolized by the characters into social contribution activities.
Last August, Samsung E&A introduced three characters based on its main brands—AHEAD, E&Able, and S.A.Y.—to shift its image from a traditional engineering, procurement, and construction (EPC) company to a forward-looking energy tech solutions provider and to strengthen communication with the digital-native generation.
Inspired by meerkats, Addie and Eannie embody engineers with strong social bonds and teamwork, as well as a keen sense of safety. Addie represents a responsible and calm personality, while Eannie is characterized as creative and cheerful.
Saydi, a parrot character born from the safety brand S.A.Y, reflects a vigilant approach to safety and quality on-site, showcasing wide vision and agile movements. Over the past year, Samsung E&A has utilized these characters in internal messenger emoticons, safety campaigns, and family invitation events to invigorate its organizational culture.
Looking ahead, Samsung E&A plans to continue using the characters as a communication channel with employees while expanding their application to recruitment and brand communication, positioning them as ambassadors to convey the company's core values.
A Samsung E&A representative stated, "This event was an opportunity to reflect on the significance of Addie, Eannie, and Saydi, who have grown alongside our employees over the past year, and to realize the value of sharing. We will continue to promote a culture of communication and empathy through these characters."
Meanwhile, Samsung E&A has been maintaining a solid performance. In the second quarter of this year, the company reported consolidated revenues of 2.6093 trillion won and an operating profit of 273.1 billion won. For the first half of the year, cumulative revenues reached 4.8767 trillion won, with an operating profit of 461.3 billion won, signaling a positive outlook for achieving its annual performance goals.
* This article has been translated by AI.
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