Most Koreans have a love/hate relationship with Samsung. The family that runs it is generally not thought well of, but it's so pervasive a company that it's virtually impossible to avoid. The electronics division alone is larger than Apple, and you can almost go cradle to grave living in, wearing, driving, eating Samsung products made by their other sizable divisions. And your life insurance might also be from Samsung, so when you die, your funeral costs are covered.