Who Is Samsung Sam? Samsung's Assistant Waifu, Explained

Samsung Sam, also known as Samsung's virtual assistant, comes from a long line of internet "waifus", and holds a lot of significance online for being one of the very first virtual characters made for a brand. Sam was made as an unofficial concept by the visual arts production house Lightfarm in May 2021. Following her reveal, a plethora of memes and simps started to praise and sometimes even worship her for the next month or so.

For some people, they would describe it as one of the lowest points in our collective internet history, but for others, it was probably one of the peaks. But what was all the hype regarding Sam all about? And how did she grow to capture the hearts of many men in such a short amount of time? Here's what you need to know.

Who Is Samsung Sam?

Samsung Sam, who also goes by Samsung Girl, was a concept for a 3D rendition of a virtual assistant dressed in a black Samsung Galaxy shirt, and striking various poses while holding Samsung devices (shown below). They were made by Brazilian visual arts production house Lightfarm, in collaboration with Cheil Worldwide, a marketing company that is a subsidiary of Samsung.

The images were initially posted to their website and Lightfarm's official Facebook page, they also uploaded a short test clip of the model, but since the popularity of the character, almost all official posts have been removed. As of 2024, Samsung never actually acknowledge the creation of Samantha (Samsung Sam's full name).

How Did Sam Grow So Popular?

Due to her particularly cute and attractive rendition, she quickly rose to fame as more and more people started to be aware of her existence. On May 29th, 2021, X user @JanaiArts tweeted four images of the character, saying it "gave him good ideas." The tweet grew viral, getting 49,000 likes in just three days (shown below).

Since that day, the character became an internet sensation, with many flocking to create their fan art about the character itself, it also spawned an influx of hornyposting from simps all across Twitter and Reddit. During that time, a lot of people also compared the character to Lady Dimitrescu from Resident Evil Village, often putting them up against each other as to who would make the better "waifu" (example shown below).

How Was Samsung Sam Used In Memes?

After her initial popularity, many memes started to show up in the following months, with most describing their lustful desires towards the character. On May 30th, 2021, Twitter user @lavaguts posted one of the earliest fan depictions of the character (shown below, left). Another meme involved a man praying to Sam, captioned "I Believe in Samsung Virtual Assistant Supremacy" (shown below, right).

Another meme that also started from the character was from an image of her holding up a phone to the camera (shown below, left), which involved multiple edits of the character holding up various objects. One example edited Sam to look like Bruno Buccellati, holding up a picture of Giorno Giovanna from Jojo's Bizarre Adventure (shown below, right).

Sam's popularity and subsequent devolution into a sexually explicit icon is a very natural chain of events that happens to most attractive female characters on the internet. We've had many various examples, including Ankha from Animal Crossing, Lara Croft from Tomb Raider, and many many more.

For the full history of Samsung Sam, be sure to check out Know Your Meme's encyclopedia entry for more information.