Since Samsung Electronics pioneered the foldable phone category in 2019, the market has grown into a dynamic arena where global mobile brands now compete. To mark this milestone, Samsung has launched “Welcome to Foldables,” a large-scale digital OOH campaign featuring the Galaxy Z8 series across major cities worldwide. The campaign extends a warm welcome to a rapidly expanding market while reaffirming Samsung’s longstanding leadership in the category.
The foldable has firmly established itself as an intuitive daily companion, supported by continuous advancements in thinness, durability, multitasking, camera performance, and software optimization. This sustained progress has earned the trust of consumers worldwide. Millions of users now rely on Galaxy foldables, with the latest Galaxy Z8 series available across 106 global markets.
The global campaign is rolling out across six iconic landmarks, including Times Square in New York, Piccadilly Circus and Outernet in London, Shibuya Station in Tokyo, and COEX K-POP LIVE and KT Square in Seoul.
Through this campaign, Samsung showcases the confidence built over eight generations of engineering refinement and the enduring market leadership established under the name ‘Fold’. Samsung’s ‘Fold’ has grown into a symbol of mobile innovation and a benchmark for the foldable smartphone market.
Samsung has continually refined the foldable user experience through dedicated craftsmanship and close attention to user feedback. The Galaxy Z8 series has helped transform foldables into versatile daily essentials, combining advanced hardware engineering with software optimization, Galaxy AI integration and seamless connected experiences across the Galaxy ecosystem. This innovation heritage is brought to life through the campaign’s three central themes: ‘Ultra Thin’, ‘The World’s Lightest Fold’ and ‘Built to Outlast.’ Together, the messages reflect Samsung’s continued focus on making foldables thinner and lighter while advancing the durability expected from an everyday smartphone.
What began as a bold new form factor has grown into a category attracting greater investment from across the mobile industry. For Samsung, growing competition and consumer choice are signs of the category’s continued momentum – and new reasons to keep pushing foldable innovation forward. ‘Welcome to Foldables’ is both a welcome to that next chapter and a reminder of the generations of experience that helped bring the category here.