When NVIDIA CEO Jensen Huang visited Seoul for the APEC CEO Summit and met with Jay Y. Lee (Samsung Electronics Chairman) and Euisun Chung (Hyundai Motor Group Executive Chairman), their so-called “AI Kkanbu” dinner went far beyond a friendly get-together. Their casual chimaek (chicken and beer) night in Gangnam hinted at something much more profound—a symbolic signal of new global business alliances shaping the next era of artificial intelligence, semiconductors, and mobility.
A New Chapter in the Global AI Alliance
The meeting among these three industry titans symbolizes the strategic convergence of AI, semiconductors, and future mobility—the driving forces of the global tech landscape. NVIDIA’s dominance in AI chips, Samsung’s strengths in memory and foundry, and Hyundai’s ambitions in autonomous driving and robotics create a powerful synergy. This meeting wasn’t just symbolic; it could redefine technological standards and market power in the AI age, positioning Korea at the core of future industrial growth.
Three Strategic Layers Behind the “Chimaek Summit”
Beneath the lighthearted atmosphere, the meeting likely carried deep business implications. Here are the three most probable strategic discussions that shaped this “AI Kkanbu” alliance:
Samsung × NVIDIA: Strengthening AI Semiconductor Ecosystem Leadership
While NVIDIA currently commands over 90% of the AI GPU market, securing a stable HBM (High Bandwidth Memory) and foundry supply chain is essential. Samsung, competing fiercely with SK Hynix, aims to become NVIDIA’s key partner for next-gen chip production and HBM supply.
This meeting likely focused on deepening collaboration on future AI chip development, ensuring smoother production pipelines, and fortifying a long-term partnership. Samsung’s foundry and HBM capabilities are critical for maintaining NVIDIA’s market leadership and resolving global chip bottlenecks.
NVIDIA × Hyundai: Driving the Future of Mobility
Hyundai Motor Group has already integrated NVIDIA’s high-performance GPUs into its autonomous driving and infotainment systems. Chairman Chung’s presence signals Hyundai’s determination to secure leadership in SDVs (Software-Defined Vehicles) powered by AI and advanced semiconductors.
Beyond adopting NVIDIA chips, Hyundai aims to collaborate on AI-based driving algorithms and in-vehicle intelligent systems, accelerating its transition to an SDV-driven mobility ecosystem. This partnership could position Hyundai ahead of global competitors like Tesla and Google in the race toward intelligent mobility.
Cross-Generational Leadership Synergy
Jay Y. Lee (55), Euisun Chung (55), and Jensen Huang (60) represent a new wave of dynamic leadership in global tech. Their relaxed and friendly gathering underscores the trust-based human connection that transcends borders and bureaucracy.
Such informal bonds often enable faster decision-making and innovation than formal negotiations ever could. Their camaraderie—symbolized by beer toasts and laughter—reflects a new leadership style rooted in agility, empathy, and collaboration.
Rethinking Corporate Communication in the Social Media Age
Their spontaneous interactions with citizens—signing autographs, taking selfies, and joking with bystanders—marked a shift in how corporate leaders engage with the public.
Humanizing Corporate Power
Unlike traditional, secretive conglomerate meetings, this “chimaek” session showed Korea’s top business figures shedding formality and embracing a human, approachable image.
Huang’s trademark leather jacket, paired with Lee and Chung’s relaxed casual outfits, made them relatable. Jay Y. Lee’s lighthearted comment—“Why are there so many iPhones here?”—and Chung’s admission that his son loves gaming added authentic, personal touches that resonated deeply with younger generations.
Organic PR in the Viral Era
As photos and videos of the gathering flooded social media, Samsung, NVIDIA, and Hyundai enjoyed massive viral exposure at zero marketing cost.
Huang’s praise of Korea’s eSports, PC cafés, and K-pop struck a powerful chord with tech-savvy and gaming audiences.
Moments like their playful argument over the dinner bill or their “soju love shot” gesture generated authentic emotional engagement—something no paid advertisement could replicate.
The “Kkanbu Spirit” Powering Korea’s AI Future
This “AI Kkanbu” summit was more than a headline—it was a strategic signal in the global AI power race. It represents Korea’s emergence as a key innovation hub connecting semiconductors, IT, and mobility.
Samsung is set to strengthen its HBM and foundry capabilities as NVIDIA’s trusted partner, while Hyundai accelerates its SDV revolution with NVIDIA’s AI platform. Together, they embody the “Kkanbu Spirit”—collaboration, trust, and shared vision—driving the next chapter of technological innovation.
Stay tuned to these developments; they may shape the next wave of Korea’s industrial and investment future.