Samsung proudly showcases their foldable smartphones in the spotlight with “Welcome to Foldables,” a new global campaign celebrating eight generations of its Galaxy Z series and the growth of the foldable smartphone category.
The digital Out-of-Home campaign is appearing across major landmarks including Times Square in New York, Piccadilly Circus and Outernet in London, Shibuya Station in Tokyo, as well as COEX K-POP LIVE and KT Square in Seoul.
Samsung first entered the foldable smartphone market in 2019, when the form factor was still relatively experimental. Since then, foldables have become a much more established part of the smartphone market, with Samsung’s latest Galaxy Z8 series now available across 106 markets worldwide.
Eight Generations of Folding Phones
The campaign focuses on three themes: “Ultra Thin”, “The World’s Lightest Fold” and “Built to Outlast”, highlighting Samsung’s efforts to make its foldables thinner, lighter and more durable over successive generations.
Beyond hardware, the Galaxy Z8 series also incorporates Galaxy AI, multitasking features and integration with Samsung’s wider Galaxy ecosystem as the company continues to position foldables as everyday devices rather than niche alternatives to conventional smartphones.
Samsung says growing competition in the foldable segment is a sign of the category’s momentum, with more smartphone manufacturers now investing in the form factor.
With “Welcome to Foldables”, Samsung is both welcoming that expanding market and highlighting its own history within it, having spent eight generations refining the technology since its first commercial foldable arrived in 2019.