Millennials and Gen Zs, collectively termed as Gen MZ, have had the unique experience of growing up in the digital era, making them adept at navigating digital ecosystems in their daily lives. This also means that they have unique perspectives and demands on technology. Seamless experiences, intuitive interfaces, and, most importantly, personalized relevance are all key.

For Gen MZ consumers, personalization must go beyond seeing their names on a screen, or having their initials engraved on the back of their smartphones or earbuds cases – it must be genuine, and meaningful. While they are more globalized than ever, Gen MZ are also hyper-aware of their local identities and cultures, and expect brands to both recognize and respect those nuances. According to our research which surveys consumers looking to own a premium smartphone, 79% of those who intend to personalize their phone cases prefer unique cases that are designed locally. Additionally, 8 in 10 of Gen MZs that were surveyed said that personalization allows them to express their individuality[1]. Thus, brands who understand local cultures and values can create a deeper connection with Gen MZ.

Innovation in Personalization

Samsung has long been enabling our users to express their identity and personal preferences through our innovations, products, and services. The smartphone, a daily essential for Gen MZ, is a great showcase of how we have been driving personalization at the intersection of technology and innovation by empowering our users with the ability to customize their Galaxy experience.

This is in line with what we have found in our research, which shows that personalization is a key driver of interest among consumers looking to own a premium smartphone, and 85% of these consumers are likely to stay with a mobile brand that offers a wide range of personalized options¹. For consumers, it is not just about picking a smartphone design that is attractive, but also about being able to personalize their devices according to their needs and wants, whether with unique form factors such as our Galaxy Z foldables, the software and apps that elevate the devices from mere tools to essential lifestyle partner, or accessories that are canvases showcasing their colorful personalities and passion points.

Beyond mobile devices, consumers reflect their tastes in customizable home appliances, such as Samsung Lifestyle TVs and Bespoke refrigerators, and enrich their home experiences with the personalization aspects that SmartThings brings to the table.

The business value of personalization

In a world where consumer behaviors are constantly shifting in real-time, influenced by factors like trending social media topics, viral challenges, peer recommendations, and global events, the celebration of individuality has a timeless appeal. This is why, at Samsung, we firmly believe in enabling our users to embrace who they truly are through our efforts in innovation and design, whether in the ability to personalize their devices from the outside and inside, or in how we can elevate the experience of tailoring our products to individual needs through our bespoke services.

This fuels our efforts around personalization, and we are bringing it to the next level through the Samsung x You campaign. The campaign is our commitment as a company to continue championing personalization across Southeast Asia and Oceania, starting first with our mobile devices including the latest Galaxy Z series, and eventually extending to our wider product portfolio.

Samsung x You campaign visuals

Anchored by a slew of collaborations with local artists and communities across the SEAO region, Samsung x You aims to help our users express their identity, and to champion local communities and cultures through the devices that they love. It is a call from us for everyone to be both globally conscious and locally relevant.In line with the Samsung x You campaign, we launched an exclusive, The Breakfast Café Accessories Collection in SEAO. These limited-edition Galaxy Z Flip5 accessories feature both Samsung original designs and collaboration with local partners.

The Breakfast Café keychains and Galaxy Z Flip5 Bread Flipcase

Samsung x You will also progressively roll out throughout the region, through a series of hyperlocal campaigns with exciting in-market activities. We are collaborating with talented local artists and brands, offering customized accessories that leverage local elements and culture, curating user experiences such as Flip Town pop-ups for the latest Galaxy devices, and launching a new personalization zone in our Samsung Experience Stores. At these personalization zones, consumers get to customize their favorite products, including options to engrave, sticker or paint them, as well as purchase Galaxy devices that suit their individual styles.

Personalization is the future

The case for personalization in our region is clear, especially as Gen MZ consumers look to become an increasingly dominant market force in the years to come. Their expectations, rooted in their unique generational experiences, demand a shift in how we approach user experiences. Brands that can effectively marry personalization with authenticity, flexibility, while considering privacy, will not only capture the hearts and minds of Gen MZ but will also pave the way for future success.

[1] Based on internal research conducted by Samsung’s Southeast Asia and Oceania (SEAO) Consumer and Market Insights team in July 2023. Consumers, aged 18 and above, and who indicated that they were intending to purchase a premium mobile in the next six months were surveyed. A total of 1,246 respondents were surveyed from the following markets: Singapore (309 respondents), Indonesia (318 respondents), Thailand (305 respondents) and Vietnam (314 respondents). 

Samsung is taking over One Bonifacio High Street Park at BGC to give everyone a taste of the Flip Side with Flip Street, happening from October 13 to 22, 2023.

Created for those who want to know what the flip side is all about, the Flip Street allows you to  experience the incredible features of the newest Galaxy foldables – the Galaxy Z Fold5 and Z Flip5 – along with the Galaxy Watch6 series and Galaxy Tab S9 series. Bring home exciting giveaways in this 10-day open-for-all event. And good news – it’s free and totally IG-worthy so bring your friends and family for a journey through the Galaxy!

A walkthrough of Flip Street

Start your journey with a life-sized Galaxy Z Flip5 located along BGC’s 5th avenue, welcoming you to an adventure in self-expression. Flaunt your best poses beside the giant phone and slay that urban vibe right below BGC’s 3D-LED billboard. Use the hands-free capturing capabilities of the Galaxy Z Flip5 or Z Fold5 or use the Camera Controller feature of the Galaxy Watch6 to get your best shot.

Walk a bit further and you’ll see the next stop: the Mirror Selfie station, where you can flex your best angles using the installed Galaxy Z Flip5. Capture your OOTD or have a cute barkada group shot at this aesthetic mirror set-up that will definitely make you glow.

After slaying it at the Mirror Selfie station, walk your way towards the #TeamGalaxy installation where you can turn your fan mode on and go all out with posing with your favorite BTS and local #TeamGalaxy members.

Take it all in at the Flip Side Lounge

Want more of the Galaxy experience? Situated right in the middle of One Bonifacio High Street Park, The Flip Side Lounge is where everyone can express their true selves, ensure maximum productivity, and celebrate local culture with Samsung’s latest foldables and smart watch while collaborating with local artists.

As you enter the lounge, you’ll see a product display where you have the chance to explore the different devices from the Flip Side and try out their features. You can find out which one resonates with you; or better yet, it might just inspire you to complete your Galaxy Ecosystem experience.

Afterwards, visit the Samsung X You Personalization Corner, where you can customize your devices, while celebrating the works of local artists Bea Policarpio, Soleil Ignacio, and Jappy Agoncillo customized specially for Samsung, while the You Make Zone gives you a chance to personalize your Samsung into your own unique statement and let the real you shine with the different cases or Flipsuit cards for your Galaxy phone and straps for your Galaxy watch.

A little scooch behind and you’ll be at the Flex Pillar, where you can see more designs that can match your phone to your mood. You’ll also enjoy doing a lot more with just the palm of your hands by trying the Flex Window and just being on the go with the Galaxy Z Flip5’s top-tier pocketability.

There is also the Galaxy Ecosystem area featuring the Galaxy Watch6 series and Galaxy Tab S9 series. Here, you can take photos on the Sleep Up Bed and experience the multi-tasking power of Samsung DeX Mode.

The Samsung Galaxy Watch6 promotes healthy sleep through its variety of sleep monitoring and sleep coaching features and with its partnership with the world’s leading direct-to-consumer sleep brand, Emma Sleep. Meanwhile, the Samsung Dex Mode on the Galaxy Tab S9 allows you to use your tablet just like a PC with just a tap at the Quick panel—you can open multiple windows, drag and drop and right click for more functions—making productivity more mobile than ever.

Self-expression never stops with the Photo Wall, a perfect background for another set of snaps or you may opt to shoot a quick TikTok video. Make every angle your best angle and post your content in your social media accounts! Don’t forget to tag Samsung using the #JoinTheFlipSide and #FlipSideBGC.

Join the flip side at Flip Street, happening at One Bonifacio High Street Park until October 22, 2023 and  purchase the Galaxy Z Flip5, Z Fold5, Tab S9 series, and Watch6 inside the Flip Side Lounge. Bonus: If you purchase your Galaxy Z Flip5 here, you’ll get to take-home custom-made freebies featuring the artworks of the featured local artists.

To know more about these Samsung Galaxy products, you may visit the following pages.

Samsung Galaxy Z Flip5: https://www.samsung.com/ph/smartphones/galaxy-z-flip5/buy/

Samsung Galaxy Z Fold5: https://www.samsung.com/ph/smartphones/galaxy-z-fold5/buy/

Samsung Galaxy Tab S9: https://www.samsung.com/ph/tablets/galaxy-tab-s9/buy/

Samsung Galaxy Watch6: https://www.samsung.com/ph/watches/galaxy-watch/galaxy-watch6-40mm-gold-bluetooth-sm-r930nzeaasa/buy/