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Samsung: Korea Becomes Global Leader in Digital Design

If you pull out a Samsung "Blue Black" cell phone in Europe’s leading cities, you may be surprised to hear exclamations of praise from those around you. Black, with a furtive gleam of blue -- the color scheme has worked a sea change in the global cell phone market. Within four months of putting the Blue Black phone on the market, 3 million were sold, while in the U.K. alone 1 million sold in the first six months. For the young, for whom cell phones and MP3 players are indispensable accessories, Korea is a wellspring of fashion.

Parisian women are still thought to be the epitome of style and elegance, and these days many of them can be seen wearing Reigncom's pendant-style MP3 player iRiver N10. After getting rave reviews from young women in Seoul's COEX, Myeongdong and Shinchon areas when it was first released last August, the product is changing the street fashion of the global village. Hitching a lift on the Korean Wave, the N10 first made its way to Japan and Southeast Asia and from there to the European market, selling about 400,000 units.

Meanwhile, LG Electronics’ side-by-side refrigerator "Space Dios" swept away a lingering preconception that refrigerators must be white in parts of the developing world. With a selection of about 10 colors in addition to its top quality, the refrigerator is the most sought after fridge in the Middle Eastern and Central and South American markets.

Sammeng? Any call? Samsung Electronics is peeved that knockoff brands of Samsung and Any call have hit store shelves in China, since their poor quality could damage. In the electronics markets of Beijing and other major Chinese cities, knockoff MP3 players stealing Reigncom's iRiver design are selling like hot cakes. One Chinese manufacturer at January's International Consumer Electronics Show in Las Vegas put on display products that were almost exact rip-offs of Reigncom's.

Imitation is the sincerest form of flattery. Since Korea took center stage in the digital industry, there has been a stream of imitators of Korean products. As recently as the mid-1990s, it was standard practice for Korean firms to benchmark the designs by Japanese electronics giants like Sony. For the last two or three years, the flow has been the other way round, with a number of foreign firms imitating Korean designs. Even Nokia, the world's leading cell phone manufacturer, is preparing to hit the markets with a folding phone of the kind preferred by Korean mobile phone companies, after a long period of sticking with the bar-type phone.

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