As the global popularity of Galaxy Unpacked events continues to grow, Samsung has established new limited-time Galaxy Experience Spaces in seven global cities,¹ including in the Seongsu neighborhood in Seoul and the Gwangalli neighborhood in Busan. One of the contenders to host the World EXPO 2030, Busan was especially excited about the launch as Samsung honored the city’s bid during the grand opening event.

Samsung Newsroom attended the kickoff for Galaxy Experience Space at Busan Gwangalli which brought together both Galaxy fans and Busan residents.

▲ At Flip Side Market Busan Gwangalli, visitors can experience new products unveiled at Galaxy Unpacked including the Galaxy Z Flip5, Z Fold5, Tab S9 series and Watch6 series.

A World of Possibilities: Welcome to Flip Side Market Busan

Flip Side Market Busan was launched at Gwangalli Beach, one of Busan’s most popular areas. The storefront was initially hidden by giant mint curtains, sparking the curiosity of passersby even before its official opening.

The kickoff celebration welcomed Busan Mayor Heong-joon Park, National Assembly member Bongmin Jeon, ten Galaxy College Student Supporters from nearby universities and 20 World EXPO 2030 Busan supporters. The curtains were pulled back during the ribbon-cutting ceremony, and the storefront was revealed to an eager audience.

▲ TM Roh, President and Head of MX Business; Heong-joon Park, Busan Mayor; BongKu Kang, Vice President of Samsung Electronics; Bongmin Jeon, member of National Assembly; Mujin Lee, singer; Galaxy College Student Supporters and World EXPO 2030 Busan supporters at Flip Side Market Busan opening ceremony.

Shortly after, the space opened in full swing with the Flip Side Market – a marketplace where visitors can get hands-on experience with Galaxy devices. Guests can choose between a Galaxy Z Flip5 or Z Fold5 trial phone and use the preloaded mileage saved on the devices to purchase a variety of programs and events.

▲ Flip Side Market Busan’s interior is decorated with a local charm and words of support for the World EXPO 2030 Busan.

Flip Side Market Busan features an interior design that not only exhibits Galaxy innovation but also celebrates the unique features of the region.

Upon entering Flip Side Market Busan, visitors are greeted by a display area showcasing the latest Galaxy products decorated with Boogi, Busan’s mascot – an adorable seagull sporting red glasses and sneakers. A statement wall at the center is adorned with Galaxy Z Flip5 phones, each Flex Window displaying a supportive message of Busan’s bid to win the World EXPO 2030.

▲ The wall display is decorated with Galaxy Z Flip5 which provides enhanced usability and customization thanks to its Cover Screen that is 3.78 times bigger than its previous model.

Visitors have a chance to personalize their trial Galaxy Z series devices with accessories and write encouraging messages for Busan to host the World EXPO 2030. In addition, they can enjoy a wide range of customization options, such as foldable phone cases highlighting Busan’s attractions and custom Boogi NFC stickers for the Galaxy Z Flip5’s Cover Screen.

▲ (from left) Bongmin Jeon, member of National Assembly; Heong-joon Park, Busan Mayor; TM Roh, President and Head of MX Business; and BongKu Kang, Vice President at Flip Side Market Busan.

▲ TM Roh, President and Head of MX Business, and Heong-joon Park, Mayor of Busan, learned about the new NFC-based Flipsuit Case for the Galaxy Z Flip5.

▲ Visitors at Flip Side Market Busan get hands-on with the Galaxy Z Flip5 and Z Fold5.

▲ Accessories for the World EXPO 2030 Busan unveiled at Flip Side Market Busan.

During the event, TM Roh, President and Head of MX Business, along with Busan Mayor Heong-joon Park, left messages in support of World EXPO 2030 Busan using the S Pen, an accessory well known for its refined and seamless writing experience.

▲ TM Roh, President and Head of MX Business, and Heong-joon Park, Mayor of Busan, left supportive notes for World EXPO 2030 Busan with the S Pen.

Guests at Flip Side Market Busan could test the Galaxy Z Fold5’s improved user experience through its widescreen and strong multitasking features, like Split Screen View.

▲ On the second floor of Flip Side Market Busan, users can learn about next-level productivity on the Galaxy Z series.

For entertainment, visitors can immerse themselves in the action while gaming on the large screens of the Galaxy Z Fold5 and Galaxy Tab S9 series. One participant praised the devices’ graphics performance — mentioning that even during CPU-intensive gaming, there was no overheating.

▲ The Galaxy Z Fold5 delivers an immersive gaming experience with improved graphics and an advanced cooling system.

Flip Side Market Busan features unique experience zones, allowing visitors to explore how the Galaxy ecosystem can be tailored to their lifestyles.

▲ The themed experience zones include an accessory shop, bookstore, playground and garden.

“I’ve visited many experience spaces around the world, and I’ve never seen such a new and fun space,” said Dang Huy Duc Bui, a reporter for Vietnamese online publication VnExpress. “I hope Samsung Electronics opens many Galaxy Studios overseas.”

▲ (From left) Dang Huy Duc Bui and Vanessa Hernández in an interview with Samsung Newsroom

“It’s a special experience because you can test out a variety of products and accessories that have not been seen in Mexico,” said Vanessa Hernández, a visitor from Mexico. “In particular, the Galaxy Z Flip5’s Flipsuit Case is impressive, allowing me to customize not only the exterior but also the Cover Screen.”

Celebrating With Galaxy: From Busking to a Drone Show

Alongside the grand opening of Flip Side Market Busan, the festive spirit came alive at Gwangalli Beach. Korean singer Mujin Lee’s street performance delighted visitors and set the stage for a memorable celebration.

Mint Beach served as the stage, featuring mint-colored sand reminiscent of the Flip Side Market. Galaxy fans, World EXPO supporters and Busan citizens all gathered on this unique sandy beach, eagerly counting down to the opening of Flip Side Market Busan.

▲ Singer Mujin Lee performed at the opening of Flip Side Market Busan.

Singer-songwriter Mujin Lee took the stage and shared his high expectations for the new products, Galaxy Z Flip5. His performance featured several hit songs, including “WELCOME TO WORLD EXPO,” which was released in March 2023 to promote the World EXPO 2030 Busan.

Following the opening ceremony, attendees enjoyed a Galaxy Z series-themed Drone Light Show. Countless drones lit up the night sky, forming the shapes of the Galaxy Z Flip5 and Z Fold5.

▲ Drones in the shape of the Galaxy Z Flip5 illuminated the night sky.

Spelling out “Join the flip side,” the drones extended an invitation to a world of endless possibilities as the crowd reached for their cameras to capture the sight. The drones concluded their performance with a final message expressing support for the World EXPO 2030 Busan.

Spotlight on Samsung: Galaxy Takes Over Busan

To spark enthusiasm for the newest devices revealed at Galaxy Unpacked, Samsung strategically placed “Join the flip side” signs and Galaxy Z Flip5 digital out-of-home (OOH) advertisements in key locations throughout downtown Busan in the month leading up to the event.

Samsung’s campaign extended across eight Busan neighborhoods – including Nampo-dong, Seomyeon and Haeundae — persuading consumers to embrace a whole new world alongside the stunning visuals of the Galaxy Z Flip5 and Z Fold5. The excitement generated from the first Galaxy Unpacked event in Seoul, South Korea, carried over to Busan, keeping the momentum alive.

Take a look at the “Join the flip side” campaign in Busan below.

▲ The “Join the flip side” campaign displayed in Nampo-dong, Busan

▲ The “Join the flip side” campaign displayed in Seomyeon, Busan

▲ The “Join the flip side” campaign displayed in Haeundae, Busan

¹ Seven global cities including Seoul and Busan, South Korea; New York, U.S.; Paris, France; Berlin, Germany; Bangkok, Thailand; and Dubai, United Arab Emirates.

For those who missed the live stream or are looking for a recap on all the exciting announcements from the latest Unpacked, you can check out our event recap video here. You can view highlights from the main event, such as footage of the new Galaxy portfolio, including the Galaxy Z Flip5, Galaxy Z Fold5, Watch6 and Tab S9 and experience zone at COEX. You can also see exclusive, close-up footage of Samsung’s new pop-up studios (Flip Side Market) in Seoul and Busan as well as highlights from a special visit to Samsung’s very own Digital City in Suwon and top attractions from Seoul and Busan.

Samsung Electronics today announced that it will open seven interactive Galaxy Experience Spaces around the world, including locations in Seoul, South Korea and New York, U.S. At these spaces, visitors can explore the latest mobile device innovations from Samsung after their unveiling at Galaxy Unpacked, which will be held in Seoul on July 26.

“We’re excited to offer visitors the chance to immerse themselves in the latest Galaxy ecosystem and see first-hand how it can enrich their everyday lives,” said Stephanie Choi, EVP & Head of Marketing of the Mobile eXperience Business at Samsung Electronics. “We look forward to welcoming all those who visit to an interactive and personalized setting at one of our global Galaxy Experience Spaces.”

Samsung invites consumers to “Join the flip side” and explore a new way of thinking and living, built on a foundation of openness and inclusion that goes beyond the boundaries of what was previously possible.

Fans can visit the fun and colorful open market-themed spaces to get hands-on with the latest devices, see the potential of Galaxy’s connected ecosystem and participate in interactive exhibits. Visitors will learn more about the design breakthroughs that make the latest Galaxy devices possible, exploring some of their newest features and how they excel at tasks such as gaming and multi-content viewing on upcoming Galaxy devices. Visitors can also lean into their creative sides with customizable and playful designs and sets, as well as experience typical in-store functions as if they were shopping using a web-based app, thanks to technology from Samsung Wallet.

In select Galaxy Experience Spaces, visitors can enjoy limited-time only Samsung merchandise giveaways. After downloading the Galaxy Experience App, consumers can accumulate points through interacting with the store — like checking in at the store on the app or participating in space activities. Users can then shop for giveaway items with their collected points on the app.

To find out more about Galaxy Unpacked and the Galaxy Experience Spaces, please visit this link.

Galaxy Experience Space venues:

• Seoul: July 28 — August 20 at 41-1, Seongsui-ro 7-gil, Seongdong-gu, Seoul, Republic of Korea
• Busan: July 28 — August 20 at 5, Gwanganhaebyeon-ro 255beon-gil, Suyeong-gu, Busan, Republic of Korea
• New York: July 26 — August 20 at 50 W 34th St., New York, NY 10001, U.S.
• Berlin: July 26 — August 22 at Mall of Berlin, Leipziger Pl. 12, 10117 Berlin, Germany
• Paris: July 26 — August 22 at Westfield Les 4 Temps, 15 Parv. de la Défense, 92092 Puteaux, France
• Dubai: July 26 — August 22 at Dubai Mall, Mohammed Bin Rashid Boulevard, Downtown Dubai, United Arab Emirates
• Bangkok: July 26 — August 20 at Central world, 999/9 Rama I Rd, Pathum Wan, Bangkok 10330, Thailand

Building on the first “Join the flip side” video released last September, the new campaign video continues the campaign theme, calling on people to lean into their fascination with innovation. In a fun and playful way, the videos showcase the unique ways foldables can be used and how they challenge everything consumers know about an ordinary smartphone. The new campaign video highlights the perceived barriers people face when they consider stepping away from the status quo, despite seeing the compelling benefits on the other side. Through the campaign, Samsung invites consumers to defy the norm and to enjoy new and unique experiences on the flip side.

“The flip side itself is about more than just a device — it’s a way of thinking. A way of living. It’s a new and open world where better experiences are waiting for those willing to step beyond the boundaries of convention and try something new,” said Sonia Chang, Vice President of Brand Marketing Group of Mobile eXperience Business at Samsung Electronics. “With the Galaxy Z series, Samsung provides innovation that defies the norms, redefining what a smartphone can do and stepping beyond conventional boundaries to open a new world of experiences.”

Check out the video below to view the new “Join the flip side” season 2 video and stay tuned to see how Samsung pushes the boundaries of innovation with the most carefully designed mobile experiences yet at Galaxy Unpacked 2023 on July 26 at 8:00 p.m. KST (7:00 a.m. ET) live on Samsung Newsroom, Samsung.com and Samsung’s YouTube channel.

Find out more by joining Samsung Electronics on July 26 as we host the very first Unpacked in Seoul, Korea, a place where traditional culture and futuristic visions intersect to inspire global trends and game-changing innovation. The event will be streamed live on Samsung Newsroom, Samsung.com and Samsung’s YouTube channel beginning at 8:00 p.m. KST, 7:00 a.m. ET, 4:00 a.m. PT, and 12:00 p.m. BST.

And as always, visit Samsung Newsroom for more upcoming teasers, trailers and the latest updates.