Samsung to hold Unpacked event in Seoul for first time since 2010

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Samsung to hold Unpacked event in Seoul for first time since 2010

Samsung Electronics holds the Unpacked event in San Francisco in February, 2022. [YONHAP]

Samsung Electronics holds the Unpacked event in San Francisco in February, 2022. [YONHAP]

Samsung Electronics confirmed it is holding its global Unpacked event in Seoul for the first time since its smartphone brand Galaxy launched in 2010.  
 
The smartphone maker announced Wednesday that Galaxy Unpacked, which will introduce the Galaxy Z Flip 5 and Fold 5 to the world, will be held on July 26 at Coex in southern Seoul.
  
The gadgets will reportedly roll out in the market on Aug. 11. 
 
“Seoul has grown into a city representing global innovation and a cultural center,” Samsung Electronics said in a release Wednesday.  
 
“It is transforming into not only a mecca for K-pop but also for innovative technology that will lead the future.”  
 
Debuting its newest products on its home turf signifies the company’s confidence in maintaining its dominance in the market.  
 
Samsung Electronics was the first to launch a foldable smartphone back in 2019 with the Galaxy Fold. Chinese firms like Oppo and Huawei quickly followed suit but were barely a threat to Samsung.  
 
The Korean company accounted for 45 percent of the market in the first quarter this year, according to market tracker DSCC.
 
The market, however, will see some serious competition this year, with Google introducing its first foldable phone, the Pixel Fold, last month. Apple is also rumored to be working on its own foldable phone.  
 
Samsung also mentioned the significance of the Korean market in the IT industry.  
 
“Korean consumers are sensitive to new experiences and trends,” the company said Wednesday. 
 
“They tend to actively adapt innovative technology for better experiences.”
 
Samsung Electronics' biannual Unpacked event had been held overseas until now with the ones for its flagship Galaxy series mostly taking place in the first half of the year and the foldables in the latter half.  
 
The first edition was held in Las Vegas in 2010, followed by New York, San Francisco, Berlin and Barcelona among others.  
 
 
 

BY JIN EUN-SOO [jin.eunsoo@joongang.co.kr]
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