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SME and Samsung publicly signed their agreement through a public ceremony at Samsung's branch office in Seochodong, Seoul on the 10th. Lee Soo Man, Samsung Community Relations director Seo Jun Hee, TVXQ's Yunho, f(x)'s Sulli were also present for the event.

The venture will be known as 'S Cube' which starts with the letter 'S', representing SM Entertainment, Samsung, and society, and expects a synergy effect from SME's cultural contents and Samsung's already established social service platform.

As part of the campaign, SME's artists, composers, and producers will take part in a educational program which teaches music and dance to impoverished children around the world. The program will also provide services for multi-cultural families and much more. Samsung will help in creating new job opportunities for multicultural families and also help them in visiting their home countries. SM Entertainment will also help in hiring them as interpreters and inviting their family members to concerts so they can enjoy it with their loved ones.

Yunho said, "I'm completely happy and honored.  While doing many events abroad, I received a lot of love from all my fans.  I wanted to repay you in a more meaningful way.  I'm happy that I was able to do outreaches for various community service.  I am expecting it to be a significant time for us."

Sulli said, "I also think well of community service.  When I was in the fifth grade, I entered SM Entertainment and attended it like school.  Since I was young, I learned a lot and achieved my dreams.  I am happy that others are able to create goals like I did."

Lee Soo Man stated, "About 30 years ago when I wrote the lyrics for a song called 'Happiness', I thought about the ways through which we could be happy. Through the union of SME and Samsung from different fields, we are joyful about our pursuit of happiness." 

Samsung's Seo Jun Hee also stated, "SME is the top company in various areas of cultural content. From the combination of Samsung's know-how and SME's content, we think that a new synergy effect will be created."