Samsung Saudi will hold an exclusive event in Riyadh simultaneously with the Unpacked event in Seoul on 26 July 2023

Riyadh, 10 July 2023 - Samsung Electronics Co., Ltd. will unveil its next-generation foldable devices at Galaxy Unpacked on 26 July 2023 in Seoul, the capital of South Korea. The Unpacked event will take place at COEX in Samseong-dong, Gangnam. 

Samsung Saudi is also set to hold an exclusive Unpacked event for partners, tech experts, and media in Riyadh. The event will be held simultaneously with the Unpacked event in Seoul, which will be live-streamed for attendees to watch. This event will also allow the guests to get a first-hand look at the new devices.
'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 as it is a city that has become an emerging epicenter of innovation and culture and the foldable category.'

For over a decade, starting with the very 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, serving as a global platform to unveil groundbreaking innovations and setting a new benchmark for the mobile industry. With the upcoming 27th Unpacked in Seoul, Samsung is shifting its direction for Unpacked events for foldable devices to focus on different 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 it also reflects Samsung's strong confidence in the foldable category.

Since introducing the first Galaxy Fold in 2019, Samsung has continuously enhanced its foldable phones and innovated the consumer experience. With the next generation of its foldable series offering enhanced devices based on years of R&D and investment, Samsung aims to further drive widespread adoption of foldable phones and solidify its position as the industry leader and category creator.

In 2022, the Korean market also led the way with a remarkable 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. 

Samsung's foldable devices have also made significant inroads in the Saudi Arabian market. The Galaxy Fold 4 and Flip 4 have been particularly successful, with sales during the first ten months surpassing those of their predecessors, the Galaxy Fold 3 and Flip 3, by 31%. This impressive growth is attributed to a number of factors, including the devices' innovative design and advanced features.