Samsung yeniyeni, yomwe ili ndi zinthu zabwino padziko lonse lapansi, inabadwa mu theka loyamba la zaka makumi asanu ndi anayi pamodzi ndi kusintha kwa kayendetsedwe kake. Panthawi imeneyo, Lee Kun Hee, mwana wachitatu wa woyambitsa Samsung, anakhala mtsogoleri wa kasamalidwe. Anasamalira kusintha kwakukulu pamalingaliro azinthu zopangidwa - khalidwe liyenera kukhala lofunika kwambiri.
Komabe, kusinthira ku filosofi yatsopano sikophweka, ndipo kuyendera komwe kumachitika nthawi zambiri kumakhumudwitsa woyang'anira watsopano. Kuti Samsung idzitalikitse pakupanga zinthu zotsika mtengo komanso zotsika mtengo kwambiri komanso kuti zikhazikike patsogolo, Lee Kun Hee adaganiza zowononga unyinji wa mafoni opangidwa, ma TV, ma fax ndi ukadaulo wina pamaso pa anthu. Ogwira ntchito 2000 - kuphatikiza pa gulu la oyang'anira kampaniyo, adatenganso nyundo yayikulu.
