Samsung has recently confirmed that its Galaxy Unpacked event will be held in Seoul, South Korea towards the end of July.

Samsung’s latest foldable smartphones, including the Samsung Galaxy Z Fold5 and Galaxy Z Flip5, will be introduced at the company’s major presentation event. The event is anticipated to occur on July 27 and will take place at the COEX.

The Samsung Unpacked Event Will Take Place in Seoul in July

The fact that Samsung is holding an Unpacked event in its home market South Korea is a significant change, as it will be the very first time that the event takes place in the country alongside the major unveiling of the company’s newest flagship smartphones, the Galaxy Z Fold5 and the Galaxy Z Flip5.

The Samsung Unpacked event is typically held in North America, but the company has decided to hold it in its native country this year and has also moved the launch event from August to the end of July.

The market for foldable smartphones, which was once a niche segment, is expanding rapidly, with several global companies introducing their own foldable competitors. Even though they are flagship models, foldable phones are launching in a variety of sizes, configurations, and price points, including book-style, clamshell, and sliding designs.

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Samsung, the market leader in foldable smartphones, is now facing intense competition and is expected to raise the stakes with its new line of foldable phones.

The President and Head of Mobile Experience Business at Samsung, TM Roh, stated in a statement that the foldable category exemplifies the company’s philosophy of offering innovative products that push the boundaries and reshape the mobile experience and marketspace.

He added that it will be of great significance for the Unpacked event to be held in Seoul, as the city is an emerging innovation hub, particularly in the foldable category.

Recent research indicates that the rate of growth and adoption of foldable smartphones and other mobile devices is very high in South Korea, which explains Samsung’s decision to prioritize its home market.