Samsung E&A marks first anniversary of official mascot characters

Samsung E&A held an event Thursday at its Global Engineering Center (GEC) in Sangil-dong, Gangdong-gu, Seoul, to mark the first anniversary of its official characters Addie, Eannie and Saydi.

The event was organized to share standout examples of how the characters have been used over the past year and to reaffirm their core values of communication and empathy. Physical merchandise featuring the characters was on display, alongside a photo wall and a congratulatory message board. The company also held employee prize draws, a regular donation campaign and a handover of funds for children with pediatric cancer.

Samsung E&A introduced the three characters last August, drawing on its flagship brands — AHEAD, E&Able and S.A.Y — to shed its image as a traditional EPC (engineering, procurement and construction) firm and strengthen ties with the digital-native generation.

Addie and Eannie, both inspired by meerkats, represent engineers with contrasting personalities — one responsible and composed, the other creative and upbeat. Saydi, a parrot character born from the safety brand S.A.Y, embodies careful attention to safety and quality across the company's project sites.

Over the past year, the trio have established themselves as the company's brand ambassadors and icons of internal communication. Samsung E&A developed emoji sets featuring the characters for its in-house messaging platform and deployed them across a range of events — including on-site safety campaigns and family invitation days — to help foster a positive workplace culture. The characters have also appeared on the international stage, serving as mascots to promote the company's identity and core values.

"This event is a chance to reflect on the journey Addie, Eannie and Saydi have shared with our employees over the past year and to put the value of giving into practice together," a Samsung E&A official said. "We will continue to spread a culture of communication and empathy through our characters going forward."