By Shazwan Zulkiffli



Samsung Southeast Asia & Oceania are spearheading a regional citizenship programme under the name Culture.Connect, in order to reach out to the locals in a truly Malaysian manner – celebrating diversity in culture and heritage that we share including food, arts, music, and heritage locations.

As an introduction to Culture.Connect, Samsung unveiled its first ever location-based augmented reality application called “Culture Explorer” that enables Malaysians to learn more about their heritage. The app acts as a smart tour AI to help users discover places, culture, and people in their own backyard and at the same time, acts as a platform for Malaysian attractions to be known and appreciated deservingly.

“We understand that our histories and evolving cultures are major factors to the nation’s success, and these are things that we at Samsung take pride in. Leveraging on our technology, we believe that we can help create positive change by ensuring that Malaysia’s rich history continues to flourish, while bringing together generations and communities. We also appreciate the strong support from the Ministry of Tourism and Culture Malaysia and collaboration with our partners such as Islamic Arts Museum Malaysia, Perbadanan Muzium Melaka, PETRONAS Twin Towers, Pinang Peranakan Mansion and Galeri Diraja Tuanku Ja’afar for making this initiative a success,” said Lee Sang Hoon, President of Samsung Malaysia Electronics.

With the support of Ministry of Tourism and Culture, Samsung is keen to add more depth to the app by including more attractions for users to experience. The app features the likes of the Stadhuys, the Islamic Arts Museum Malaysia and other historical sites and places.

“Our nation’s unique heritage and cultural diversity are one of the main catalysts for the development in the tourism sector. Aligned with the National Blue Ocean Strategy, we welcome the cooperation of industry partners and private companies to be equally involved in driving the growth of this sector. We are always looking for ways to improve the synergy and bilateral cooperation towards making Malaysia as a destination for tourism and culture in the region,” YB Datuk Hajjah Mas Ermieyati Binti Samsudin further commented.


‘Culture Explorer” is now available for Android users at Google Play Store. However, there are no news regarding a version for Apple users. Keep yourself updated regarding the app on The Level MY.