“A new cultural driver is coming. Come along on our journey to discover an all-new Galaxy as we showcase our latest technologies designed to open possibilities and transform lives. It’s going to make you want to Join the flip side,” said Samsung in its event invitation.
Samsung said the Galaxy Unpacked venue, COEX in Samseong-dong (Gangnam) is an intersection where Teheran-ro, a hub for domestic innovative startups, and Bongeunsa, a millennial Buddhist temple, converge.
In retrospect, Samsung kicked off its first Unpacked event in March 2010 in Las Vegas. Since, Samsung has held Unpacked in key cities around the world including New York, London, Berlin and Barcelona. With the upcoming 27th Unpacked in Seoul, Samsung said it is shifting its direction for Unpacked for foldable devices to focus on different trend-leading cultural cities around the globe that closely align with the designated theme of each event. According to Samsung, Seoul has been selected because of its role in influencing global trends with its dynamic culture and innovation, while it also reflects the company’s strong confidence in the foldable category.
Samsung is on the forefront with regard to foldable devices. It was the first technology company to introduce a consumer-ready foldable device, the Galaxy Fold, in 2019. Since, Samsung has been enhancing its foldable devices with every generation.