Samsung Electronics will unveil its next generation foldable devices at Galaxy Unpacked in late July 2023 in Seoul, South Korea.
The Unpacked event will take place at COEX in Samseong-dong, Gangnam, an intersection where Teheran-ro, a hub for domestic innovative startups, and Bongeunsa, a millennial Buddhist temple, converge.
“The foldable category embodies Samsung’s philosophy of delivering innovation that pushes boundaries to reshape the future of mobile experiences. 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,” Samsung Electronics president and head of mobile experience (MX) business, TM Roh said.
For over a decade, starting with the first Unpacked in March 2010 in Las Vegas, Samsung has held Unpacked in key cities around the world including New York, London, Berlin and Barcelona.
With the upcoming 27th Unpacked in Seoul, Samsung is shifting its direction for Unpacked for foldable devices to focus on trend-leading cultural cities around the globe that closely align with the designated theme of each event. This year, Seoul was selected because of its role in influencing global trends with its dynamic culture and innovation, while reflecting Samsung’s strong confidence in the foldable category.
In 2022, the Korean market led the way with a 13.6% foldable phone adoption rate – the highest share of foldable phones in annual smartphone shipments. With the next generation of its foldable series, Samsung aims to further drive widespread adoption of foldable phones and solidify its position as the category creator.