According to Samsung’s official press release, the Samsung Galaxy Unpacked 2023 event will be held “at the end of July” at COEX in Samseong-dong, Gangnam District, Seoul, South Korea and is expected to launch the next generation of folding screen devices The event will include the Galaxy Z Fold 5 and Galaxy Z Flip 5.
Samsung said it “aims to further promote the widespread adoption of folding screen phones and strengthen its position as a category creator.”
The new locations represent a significant shift from recent years, as Samsung typically chooses to hold its launches in countries/regions such as the U.S., the U.K., and Spain. Samsung noted that South Korea “leads the way with 13.6 percent adoption of folding screen phones” by 2022, according to Counterpoint Research.
Tim Roh, president and head of Samsung’s Mobile Experience (MX) business, said, “Hosting Unpacked in Seoul is significant because it is an emerging hub of innovation and culture, as well as a hub for folding screen products.”
The event will also be held a little earlier than in previous years, with Galaxy Unpacked usually taking place in August. Previous sources have pointed to the idea of Samsung considering holding Galaxy Unpacked in July, possibly to boost sales this quarter. Samsung has been grappling with a sharp drop in profits recently due to weak demand for semiconductors, although phone sales remain quite positive.
In terms of folding screen devices, there are rumors that Samsung will use a new teardrop hinge to make the body thinner; the Galaxy Z Flip 5 will get a larger sub-screen, while both phones will achieve dust protection and more.
Samsung is also expected to launch the Galaxy Tab S9 series of tablets, new wireless headphones, Galaxy Watch 6 series of watches, etc.