Samsung Electronics has partnered with global healthcare company Abbott to transform the blood donation experience through immersive extended reality (XR) technology, introducing a new initiative designed to make donating blood more comfortable, engaging and accessible.
The collaboration recently debuted Korea’s first XR-powered blood donation campaign in partnership with the Korean Red Cross at Samsung Digital City in Suwon. Held on 2 June ahead of World Blood Donor Day, the campaign allowed Samsung employees to experience immersive meditation content through Galaxy XR headsets while donating blood, with Red Cross personnel supporting the initiative on-site.
The project represents a new application for XR technology beyond gaming and entertainment, highlighting its potential role in healthcare environments. Donors wearing Galaxy XR headsets are transported into a calming virtual environment inspired by Zen gardens. Using only eye-tracking technology, participants can plant virtual flower seeds by simply gazing at them. As the donation process continues, flowers and trees gradually bloom around them, accompanied by music developed in collaboration with the Chicago Symphony Orchestra.
Samsung says the experience is designed to reduce anxiety and improve donor engagement during blood donation sessions.
“As the boundary between the physical and digital worlds continues to blur, blood donation no longer has to be a stressful experience,” said James Pak, Vice President of Samsung Electronics’ Global Mobile B2B Team. “Through this initiative, we hope to demonstrate how Galaxy XR can extend beyond entertainment and productivity to create lasting social value.”
Abbott believes the technology can also provide practical benefits within healthcare settings. Miguel Carrazza of Abbott’s Transfusion Medicine division said Galaxy XR’s controller-free design allows medical professionals to monitor donors more effectively while helping participants remain naturally engaged throughout the donation process.
The initiative builds on a longstanding relationship between Abbott and Red Cross organizations, which have conducted blood donation campaigns in nearly 30 countries since 2016. By integrating Galaxy XR into donation environments, the companies aim to encourage greater participation and improve the overall donor experience.
Samsung employees who participated in the pilot campaign described the technology as a welcome enhancement to the donation process.
“I try to donate blood at least once a year, but it can feel a little boring since you have to sit still,” said Samsung employee Geunwoo Park. “Using Galaxy XR made it more enjoyable because there was something engaging to watch.”
Fellow donor Gangsu Kim, who completed his 20th blood donation during the campaign, said the interactive nature of the experience stood out. “It was a unique experience to try Galaxy XR while donating blood. I found the interactive content especially fascinating because it responded to where I was looking,” he said.
Following the successful launch in South Korea, Samsung and Abbott are preparing to expand the program internationally. The companies recently showcased the technology at the Augmented World Expo in Long Beach, California, where a four-day blood drive introduced the Galaxy XR donation experience to attendees from across the global XR industry.
Later this month, the initiative will also be featured at the International Society of Blood Transfusion Congress in Kuala Lumpur, Malaysia, providing blood bank leaders and healthcare stakeholders from around the world with an opportunity to explore the technology and discuss its future applications.
