Why Samsung Hosted Galaxy Unpacked in Its Own ‘Backyard’

SEOUL—Samsung’s tentpole event, Galaxy Unpacked, got its start in Las Vegas at the 2010 CTIA conference. At that event, the company presented its vision for the future of the mobile phone industry and unveiled the Samsung Galaxy S.

Since then, Galaxy Unpacked has grown into a major biannual event that has taken place in cities around the world including Barcelona, London, Berlin, and San Francisco. The most recent was held in Seoul, South Korea—a first for the consumer electronics corporation, even though it's based in South Korea.

“Hosting media and partners from around the world in our own backyard allowed us to share more about our culture and the people who make these incredible technologies possible,” explained Janet Lee, senior vice president of mobile experience at Samsung Electronics America.

At Galaxy Unpacked 2023, attendees gathered to see the latest Galaxy devices released for the first time in Seoul.Photo: Courtesy of SamsungSimilar to past events, the programming included a mixture of live and prerecorded content. Key executives and experts from Samsung Mobile eXperience Business spoke about the new products and shared a look at the evolution of foldables since Samsung created the category four years ago. K-pop artists Suga and Wonyoung were also on hand.

The more than 2,000 attendees at the July 26 event were also able to experience the company’s latest products, including the Galaxy Z Flip5 and Z Fold5, the Galaxy Watch6 series, and the Galaxy Tab S9 series, inside a space, known as the Experience Zone, that was decorated to look like a hanok, or a traditional Korean-style house. The design was crafted by Kyoung-sun Chae, art director of the hit series Squid Game.

In conjunction with Unpacked, Samsung also opened seven interactive Galaxy Experience Spaces around the world including in Seoul and New York. At these spaces, visitors are able to explore the brand’s latest mobile devices, following their unveiling at Galaxy Unpacked.

In conjunction with Unpacked, Samsung opened seven interactive Galaxy Experience Spaces where visitors are able to explore the brand’s latest mobile devices including the Galaxy Z Flip5 (pictured).Photo: Courtesy of SamsungAt some of the spaces, visitors can score limited merch giveaways via the Galaxy Experience app. Consumers accumulate points through interacting with the store, such as checking in at the store on the app or participating in activities. Users can then shop for giveaway items with their collected points.

In the Midtown NYC pop-up, which is open until Aug. 20, visitors can participate in meet-and-greets with K-pop idols; hear fireside chats with wellness experts; take part in yoga and meditation classes; and attend community-building gatherings like mixers, networking events, and more. There will also be a special performance by Eric Nam on Aug. 19.

“It’s been great to see people worldwide embrace Korean culture, and it offers us a great opportunity to celebrate Samsung’s Korean roots and the impact Korean culture has had across the globe—not just in technology but entertainment, film, and music—through our programming and partnerships,” Lee said about tapping into the K-Wave cultural rise in the U.S. Samsung also partnered with DIVE Studios, the English-language media company for K-pop and Asian voices, to host the K-pop stars at the NYC space.

Coming up, Samsung will be the title sponsor for KCON LA, a fan celebration of Korean culture and music, which takes place in Los Angeles Aug. 18-20. Attendees will be able to try out the new Galaxy Z Flip5 and Z Fold5, including testing out the gaming capabilities, taking immersive selfies, and more at the on-site Galaxy booth.

Attendees were able to experience the company’s latest products inside a space, known as the Experience Zone, that was decorated to look like a hanok, or a traditional Korean-style house.Photo: Courtesy of Samsung

The Experience Zone featured a representation of the Seoul cityscape during the day and night.Photo: Courtesy of Samsung