KUALA LUMPUR (Jun 20): Samsung Electronics Co Ltd will unveil its next generation of foldable devices at ‘Galaxy Unpacked’ in July 2023 in Seoul, South Korea. The South Korean tech behemoth’s biannual event will take place at its home ground for the first time in 24 years at COEX in Samseong-dong, Gangnam.

The first ‘Unpacked’ event was held in Las Vegas in 2010, and Samsung has since hosted the event in key cities around the world including New York, London, Berlin and Barcelona. These locations have served as a global platform to unveil groundbreaking innovations and set new directions for the mobile industry.

Hosting the event in Seoul presents a valuable opportunity to showcase groundbreaking technologies and offer the world a glimpse into the future, unveiling Samsung’s disruptive innovations and demonstrating the company’s commitment to pushing boundaries and shaping the course of technology.

In 2022, the Korean market led the way with a 13.6% foldable phone adoption rate, boasting the highest share of foldable phones in annual smartphone shipments, a bellwether further cementing mainstream adoption in global markets.

Since the introduction of the first Galaxy Fold in 2019, Samsung has been continuously enhancing its foldable phones and innovating the consumer experience. With the next generation of its foldable series offering enhanced devices based on years of research and development, and investment, Samsung aims to further drive widespread adoption of foldable phones and solidify its position as the industry leader and category creator.

“The foldable category embodies Samsung’s philosophy of delivering breakthrough innovation that pushes boundaries to reshape the future of mobile experiences,” said TM Roh, president and head of mobile experience (MX) business at Samsung Electronics.

“Hosting ‘Unpacked’ in Seoul holds great significance both as it is a city that has become an emerging epicentre of innovation and culture as well as the foldable category.”

With the 27^th edition of ‘Unpacked’, Samsung is shifting the direction of its foldable devices to focus on different trend-leading cultural cities around the globe that align with the designated theme of each event. Seoul was selected this time because of its role in influencing global trends with its dynamic culture and innovation, while it also reflects Samsung’s strong confidence in the foldable category.