As those technologies evolved, Samsung focused on another challenge: making a large-screen foldable easier to carry every day, without losing the experiences that make the form factor unique.

And through that pursuit, Galaxy Z Fold5 weighed 253 grams, and Galaxy Z Fold6 reduced its weight further to 239 grams.

With Galaxy Z Fold7 came an even more ambitious goal:

“Could a foldable be lighter than a bar-type flagship smartphone?”

At the time, Galaxy S25 Ultra — one of Samsung’s flagship bar-type smartphones — weighed 218 grams. So, the development team set an even lighter weight target for Galaxy Z Fold7: 215 grams.

Galaxy Z Fold7 reached that goal. And now, building on years of foldable innovation, Galaxy Z Fold8 combines a new form factor with advances in core technologies, materials, and internal architecture to weigh just 201 grams — 52 grams lighter than Galaxy Z Fold5. At 201 grams, Galaxy Z Fold8 is the world’s lightest fold. ^[1]

▲ Galaxy Z Fold’s weight and thickness by generation

But consumers expected more than just a lighter foldable.

A 2024 YouGov survey found that a bulky or heavy design remained a concern among consumers not planning to purchase foldables, while battery life, durability, and display quality ranked as top priorities for those considering them.

This insight shaped a core engineering goal for Samsung: make foldables thinner and lighter, while maintaining the core experiences users value most.

Battery life, camera performance, thermal management, and durability still had to advance.

That could not be achieved by changing a single component. Samsung engineers had to reimagine the entire device — advancing fundamental foldable technologies, introducing new materials, and revisiting hundreds of components and auxiliary parts to the fraction-of-a-gram level.

From 253 grams to 201 grams. Three engineering innovations enabled that transformation.

The Thinner and Lighter a Foldable Gets, the More Precise the Engineering Must Become

Making a foldable thinner and lighter brings a new set of engineering challenges.

The layers inside the display need to become thinner while still meeting Samsung’s durability and reliability requirements. The metal plate supporting the display needs to stay extremely flat even as it becomes thinner. And the hinge has to manage the forces created every time the device folds and unfolds, while being designed around the size and structure of each product.

Across generations, Samsung has continued to advance the display layers, ultra-thin metal precision machining, and hinge technologies central to its foldable devices.

One example is Flex Titanium.

The displays in Galaxy Z Fold8 and Galaxy Z Fold8 Ultra use Flex Titanium technology featuring a Titanium Alloy Film designed for the foldable display structure.

The film is just tens of micrometers thick — roughly one-third the width of a human hair. Its material and structure work together to maintain performance at this extreme thickness.

The metal plate that supports the display presents a different challenge.

Some metal plates are machined to approximately 0.2 millimeters thick, with the thinnest sections reaching 0.15 millimeters. At that level, simply making the metal thinner is not enough. Thin metal can bend or warp more easily during machining, and even a small change in shape can affect assembly precision or the surface quality of the display.

What matters is the ability to machine ultra-thin metal at around 0.2 millimeters while consistently achieving the required shape and flatness.

Samsung refined the machining sequence, tooling, cooling conditions, and process parameters, breaking the process into multiple stages to maintain precision.

The hinge requires the same level of care.

Beyond simply opening and closing the phone, it must distribute the forces created by repeated folding and unfolding across the device while maintaining structural stability.

And these requirements vary by product size and architecture.

Samsung engineers the hinge for each form factor, carefully balancing load distribution, strength, durability, internal space, and weight rather than just scaling it down from one generation to the next.

Creating a thinner and lighter foldable requires more than downsizing individual parts.

It comes from greater precision in how materials are machined, how forces are managed, and how structures are designed within a limited space.

Lighter, Built for Strength — Starting With the Materials

The second area is materials innovation.

Different parts of a foldable have very different jobs. Some demand high rigidity. Some must withstand repeated movement. Others need to spread heat efficiently.

Samsung selects and develops materials around those specific needs, delivering the performance each requires while optimizing weight and space.

In Galaxy Z Fold8 and Galaxy Z Fold8 Ultra, Flex Titanium incorporates a Titanium Alloy Film to support the foldable display structure.

For the exterior, Samsung uses Advanced Armor Aluminum, helping provide the strength and durability needed in a thin and lightweight frame.

Materials also play an important role in thermal management.

As a device gets thinner, there is less room to manage the heat generated inside. Samsung uses graphite with improved thermal performance, while tailoring the overall thermal structure to the size and performance requirements of each product.

In Galaxy Z Fold8 Ultra, which has similar overall dimensions to Galaxy Z Fold7, the volume of the graphite heat-dissipation layer was increased by approximately 7% to help support its enhanced performance.

Samsung also applies Clad Metal inside the rear of the device. By combining the characteristics of different metals, the material helps reduce weight while providing the thermal performance required within a thin structure.

Materials innovation is therefore not just about choosing lighter options, but about using the right material in the right place to deliver the performance each part needs with less weight and space.

Looking Again at the Entire Device — Down to 0.001 Grams

Only so much can be achieved through core technologies and new materials alone.

In a foldable already packed with highly integrated components, finding the next few grams means looking again at almost everything inside the device.

Samsung engineers reviewed approximately 270 components and more than 180 types of auxiliary parts.

This spanned everything from the display, hinge, and cameras to circuit boards, antennas, brackets, tapes, and fasteners.

The precision extended to reductions of 0.1 grams and 0.1 millimeters, and in some auxiliary parts, as little as 0.001 grams.

The printed circuit board, or PCB, was redesigned to remove unnecessary circuits, improve component layout, and minimize its footprint.

The MFC (Magnetic Flux Channel) antenna was also reimagined to reduce unnecessary overlap and interference with surrounding components, allowing the limited internal space to be used more efficiently.

Every auxiliary part, no matter how small, was examined.

Of the more than 180 types previously used, approximately 15 were eliminated.

Engineers then reviewed the remaining 170 types, trimming oversized areas, refining shapes, and optimising dimensions. Multiple parts were consolidated into single structures where possible.

In some cases, the savings were measured in increments as small as 0.001 grams.

Each change seems minor in isolation, but repeated across the device, fractions of a gram become tenths of a gram, then whole grams.

The weight savings on a finished device result from hundreds of small engineering decisions.

Finding 6 Grams Again to Make Room for More

The goal was to reinvest the weight and space recovered through engineering into the capabilities people actually experience — including the battery, cameras, and thermal system.

Galaxy Z Fold8 Ultra provides a separate example of how this approach can be applied.

Galaxy Z Fold8 Ultra and Galaxy Z Fold7 have similar overall dimensions and both weigh 215 grams. But within that same weight, Galaxy Z Fold8 Ultra increases battery capacity from 4,400 mAh to 5,000 mAh.

That larger battery brought its own challenge: the battery itself added approximately 6 grams.

So the development team faced a new question:

“Where could we find those 6 grams again?”

There was no single component that could provide the answer.

Instead, engineers applied the same systematic approach across the entire device — materials and structures, circuit layouts, and component placement, down to the smallest auxiliary parts — identifying weight savings across all components.

This strategy extended to internal space optimisation.

By reducing unnecessary overlap between the display, circuits, antennas, and surrounding components, and by improving packaging efficiency, Samsung created room for a larger battery and enhanced thermal and camera systems.

As a result, Galaxy Z Fold8 Ultra accommodates a 5,000 mAh battery while increasing the volume of its graphite heat-dissipation layer by approximately 7% compared with the similarly sized Galaxy Z Fold7.

Galaxy Z Fold8 Ultra features a 200 MP main camera and introduces the first 50 MP Ultra-Wide camera on a Galaxy Z Fold device.

Samsung’s approach to a thinner and lighter foldable is therefore not about removing capabilities.

It is about redirecting weight and space savings toward the flagship experiences users value most.

From 253 Grams to 201 Grams: Redefining the Weight Standard for Foldables

The journey began with the first Galaxy Fold at 276 grams in 2019. Across eight generations, Samsung has continued to advance the technologies, materials, and internal architecture behind the foldable experience.

In recent generations, that progress accelerated — from 253 grams with Galaxy Z Fold5 to 201 grams with Galaxy Z Fold8.

But the story isn’t just about reducing weight.

Samsung’s goal has been to make a large-screen foldable easier to carry without giving up the qualities users expect from a flagship smartphone.

The weight and space recovered through advances in core technologies, materials, and component design were put back into the battery, cameras, thermal system, and other flagship experiences users value most.

From 253 grams to 201 grams.

No single material or component made that transformation possible.

Eight generations of engineering enabled this, advancing core technologies, introducing new materials, and rethinking the entire device to make Galaxy Z Fold easier to carry without compromising the flagship experience.

Galaxy Z Fold Series: A Thinner, Lighter Journey in Numbers

– 52 g
Galaxy Z Fold8 is 52 grams lighter than Galaxy Z Fold5.

1/3, 0.2 mm
The Titanium Alloy Film used in Flex Titanium is approximately one-third the width of a human hair, while ultra-thin metal structures supporting the display are precision-machined to around 0.2 millimeters.

~270 / 180+ / 0.001 g
Samsung re-examined approximately 270 components and more than 180 types of auxiliary parts, optimizing some down to 0.001 grams.

5,000 mAh / +~7% / 200 MP + 50 MP
Galaxy Z Fold8 Ultra features a 5,000 mAh battery, approximately 7% more graphite heat-dissipation volume and a 200 MP main camera with a 50 MP Ultra-Wide camera.

_{^[1] Based on internal research as of July 22, 2026, comparing commercially available book-style foldable smartphones globally. Exact weight may vary by model, configuration, and manufacturing process. Weight measured excluding protective cases or accessories.}

Back in the early 2000s, the idea of a folding smartphone sounded like science fiction. It was almost unimaginable, how would a touchscreen even bend? Wouldn’t it just snap or break after a few flips?

Fast forward to 2019, Samsung did just that. When the first Galaxy Fold was introduced, it did more than launch a new device — it opened a new chapter in mobile technology. At a time when most smartphones had similar designs, Samsung took on one of the industry’s most complex engineering challenges: creating a phone that could transform from a compact handheld device into an expansive, tablet-like one.

Since then, the Galaxy Z Series has become a showcase of Samsung’s ability to turn bold ideas into everyday experiences enhanced by innovation. From the book-style Galaxy Z Fold to the pocketable Galaxy Z Flip — and now the multi-folding Galaxy Z TriFold — Samsung has consistently reimagined what a smartphone can be.

With every generation, the formula got sharper –

• Tougher hinge: Refined folding mechanism and strengthen durability
• Sleeker form factor: Reduced thickness and weight, while increasing endurance and maximising screen utility
• Personalised experiences: New AI-powered experiences that made foldables more practical, personal and powerful

Here’s a walk-through of the evolution of Galaxy Z Series Foldables, and how it has evolved to meld innovation with form factor, to fit users’ ever-changing lifestyles.

2019: The Galaxy Fold ushers in a new chapter in smartphone innovation                

A phone that unfolds and folds. The original Galaxy Fold introduced a fundamentally different way to use a smartphone. By applying a never-before-seen hinge technology, Galaxy Z Fold users were able to move between a compact screen which felt familiar, and a large, unfolded screen that provided a large canvas for multitasking and productivity.

2020: Galaxy Z Flip offers new foldable experience

The pocketable Galaxy Z Flip was released one year after. It was a device that folded effortlessly in half and could stand upright on its own, reminiscent of a pocket cosmetics case. It was also the first foldable with a folding glass screen (utilising Samsung’s proprietary Ultra Thin Glass), which enabled the production of this new form factor.

2020: A Hideaway Hinge creates new Flex Mode experiences

In 2020, the Galaxy Z Fold 2 and Z Flip featured a Hideaway Hinge design, which seamlessly connected the body of the smartphone while supporting stable folding and unfolding. This resulted in Flex Mode, where users can securely fold, angle and position their devices, which was helpful for taking hands-free photos or making video calls.

Flex Mode also automatically divides the screen into two when the device is folded. In collaboration with various partners, Samsung was able to enhance the usability if this feature. For example, in the Camera App, users could preview the viewfinder on the top while adjusting the camera modes or lenses on the lower half of the screen.

2021: Making the Galaxy Z Fold3 and Z Flip3 more durable

Foldable devices are more exposed to environmental elements, especially at the hinge. The Galaxy Z Fold3 was the first foldable to be water resistant, with waterproofing technology applied to the outer part of the display and the hinge.

The hinge was further enhanced through the use of corrosion-resistant materials, and other design enhancements were introduced to prevent liquid from entering the device.

The Galaxy Z Fold3 used Armor Aluminium for an even thinner and lighter form factor, but it also helped to withstand shocks and reduces the risk of deformities or scratches.

The Galaxy Z Flip3 also offered improved durability and water resistance through an Armor Aluminium exterior, and Corning® Gorilla® Glass Victus®, safeguarding users’ smartphones for any condition. A new protective film placed on the main display improved durability compared to the previous generation. The Galaxy Z Flip3 was also the first in the Galaxy Z Series Foldable line-up to be equipped with IPX8 water resistance — breaking new ground and granting users peace of mind.

2022: A refined Galaxy Z Fold4, and a bespoke Galaxy Z Flip4

Redesigned to be 21% lighter than the Galaxy Z Fold3, the Galaxy Z Fold4 prioritised a refined experience that feels lighter and easier to grip. This was possible through a redesign of the hinge motion, which reduced the weight, thickness and number of parts, while improving the device’s resilience.

And to address consumers’ desire for personalisation, the Galaxy Z Flip4 Bespoke Edition created new opportunities to express individuality. With 75 potential combinations, they could make their very own Galaxy Z Flip4 from a combination of five glass colours, including Yellow, White, Navy, Khaki and Red, and three frame colour options, including Silver, Gold and Black.

2023: An ultimate self-expression tool is born with Galaxy Z Flip5

The Galaxy Z Flip5 introduced the new Flex Window – a full cover screen that offers greater usability even before unfolding the phone.

The Flex Window allows users to easily check and control Widgets, including weather, stock market, music and other apps. The wider Cover Screen and fully accessible QWERTY keyboard make checking and responding to phone calls and messages even easier.

The new Flex Window found on Galaxy Z Flip5 provides an innovative, versatile camera experience. To snap a selfie with the rear camera, users can conveniently check their smile on the Flex Window before capturing stunning, hands-free photos from creative angles before correcting the colour and tone. The camera-stabilising Super Steady feature also ensures that users take smooth shots on the go. With improved Nightography capabilities to optimise photos in low lighting and digital 10X zoom, users can unleash their creativity anywhere, anytime and at any angle.

2024: A slimmer, AI-packed foldable

2024 was the first year Galaxy AI was introduced. Built on the foundation of Samsung’s history of form factor innovation, Galaxy AI uses powerful, intelligent, and durable foldable experience to accelerate a new era of communication, productivity, and creativity.

Galaxy Z Fold6 and Z Flip6 brought together AI and a more refined design that made it even more comfortable for users to operate. Galaxy AI features such as Note Assist, Sketch to Image and more offers consumers access to easy productivity and creativity tools that significantly reduces time spent on menial tasks like notes taking or brainstorming.

Through Samsung’s longstanding partnership with Google, the new Galaxy Z Fold6 and Z Flip6 offered consumers an AI-powered assistant that could help address everyday queries.

AI also extended to the ways consumers could customise their phones. Photo Ambient on the Galaxy Z Flip5 allowed users to have wallpaper that changes in real-time based on the time and weather.

2025: Raising the bar for foldable smartphones

In 2025, Samsung delivered its thinnest and lightest Galaxy Z Fold to date^[1]. The Galaxy Z Fold7 carried “Ultra” features with Galaxy  S Series’ pro-grade experience, starting with a 200MP wide-angle camera, a first in the Galaxy Z Series.

The Galaxy Z Fold7 is 8.9mm thick – almost half the thickness of the original Galaxy Fold and weighs just 215 grams (or the weight of a block of butter). It is even easier to operate with one hand, and have quick actions via the Cover Screen.

It also carried AI-powered experiences with the integration of Gemini Live, as well as Now Bar and Now Brief, which helps consumers stay on top of their day, or even be a helpful assistant to address their questions.

With the Galaxy Z Flip7, an edge-to-edge FlexWindow was introduced where consumers can see a summary of updates or address quickly messages with suggestions. The 50MP wide and 12MP Ultra-Wide lens also help consumers to capture important moments with clarity. This includes taking a high-quality selfie, right from the cover screen.

2025: A new foldable entrant enters – the Galaxy Z Trifold

Samsung introduced a new foldable form factor – the Galaxy Z Trifold. The unique multi-folding experience uses an inward-folding design to protect the main display against unforeseen incidents.

But beyond the unique form factor, the Galaxy Z Trifold has a 10” screen (when unfolded), perfect for cinematic content or multi-tasking. In fact, the Galaxy Z Trifold performs like three 6.5-inch smartphones, empowering users more room to multitask.

It goes without saying the hinge on the device has undergone rigorous testing, as Galaxy Z TriFold’s main display undergoes a 200,000-cycle multi-folding test — equivalent to folding the device approximately 100 times a day for five years, along with a series of scenario-based evaluations.

The Galaxy Z Trifold was initially sold out in Singapore as early adopters wanted a piece of the innovation.

2026: What’s next for Samsung Galaxy Z Series?

The evolution of the Galaxy Z Series reflects Samsung’s long-term commitment to meaningful innovation. What began as a bold rethinking of the smartphone, has become a steadily refined platform for productivity, creativity and mobile freedom.

Each generation has solved a different challenge: making the hinge smoother and more durable, the body thinner, the display stronger, the experience more versatile and the device more intuitive.

So, what’s next for Samsung’s Galaxy Z Fold and Flip smartphones?

You’ll have to wait just a little longer. But if history has taught us anything, it’s that there’s always another side waiting to be discovered.

_{^[1] Weight may vary by country or region. The thickness of Galaxy Z Fold7 when unfolded does not include the frame of the Main Screen.}

Designed to expand the narrative beyond the film, the experience bridges the world of Spider-Man: Brand New Day with real world campaign moments that include cast appearances and interviews, spotlighting live activations, content drops, hidden easter eggs, and fan-submitted sightings. Fans can join in on the interactive campaign, follow Spider-Man sightings and engage with the story in real time, while connecting to a shared community experience at SpideyTracker.com and on X @SpideyTracker. The Spidey Tracker is available in 35 countries worldwide.

Spidey Tracker powered by Samsung Galaxy as seen in the upcoming Spider-Man: Brand New Day film. © & 2026 MARVEL. ©2026 CPII & TSG

Galaxy Technology in Action

Through integrated storytelling, moviegoers will see the portability of Galaxy Z Flip on full display in the hands of Spider-Man and the multitasking benefits of Galaxy Z Fold and Galaxy Watch as Ned Leeds tries to locate the elusive Spider-Man.

Reflecting the reality that even our closest relationships can evolve as life takes us in new directions, Samsung is highlighting how its technology helps people stay close to those who matter most. It celebrates the importance of human connection and self-expression, bringing together Samsung’s ethos with the inspiring characters and timeless stories that make Spider-Man one of the world’s most iconic heroes.

“Spider-Man has always been a hero defined by his connection to his community. Teaming up with Samsung helped bring that spirit to life both on screen and beyond, integrating the technology people use every day into Spider-Man’s world while also bringing innovative and fun new ways for fans to engage through the Spidey Tracker,” said Jeffrey Godsick, Executive Vice President, Global Partnerships, Sony Pictures Entertainment.

Unfolding online and in real-world spaces throughout the summer, see Spidey pop up on the map, at live events and venues, popular creator videos — keep your eyes peeled!

Learn more about the latest Galaxy innovations keeping your favourite heroes connected at Samsung.com/sg/ and don’t miss Sony Pictures’ Spider-Man: Brand New Day exclusively in theatres 30 July 2026.

About Sony Pictures’ Spider-Man: Brand New Day
It’s a BRAND NEW DAY for Peter Parker. Fighting crime full-time as Spider-Man in a world that doesn’t remember him—and the pressure of seeing his old friends move on without him—sparks a change in Peter he may not have the power to control. But that transformation might also be the only thing that can stop a shocking new threat to the city and those he loves – a powerful villain no one can even see.

The world may have forgotten Peter Parker, but he hasn’t forgotten them.

Directed by Destin Daniel Cretton, the film is written by Chris McKenna & Erik Sommers and Justin Kuritzkes. Based on the MARVEL Comic Book by Stan Lee and Steve Ditko, serving as producers are Kevin Feige, p.g.a., Amy Pascal, p.g.a., Avi Arad, and Rachel O’Connor, p.g.a. Executive producers are Louis D’Esposito and David Cain. The film stars Tom Holland, Zendaya, Sadie Sink, Jacob Batalon, Jon Bernthal, Tramell Tillman, Michael Mando and Mark Ruffalo. Credits not final.

As AI evolves from text-based prompts to multimodal understanding, Galaxy devices are becoming smarter — able to get what you’re looking at and respond to situations. The camera is at the heart of this transformation. More than just a tool for capturing images, coupled with enhanced AI-powered features, the Galaxy camera is now part of the intuitive interface that turns what users see into understanding and action.

When paired with the flexible, expansive screen of a foldable, this experience becomes even more powerful, dynamic and immersive. Because innovation means nothing without trust, privacy is built into every layer helping to ensure that data is protected at all times.

Stay tuned. The camera will only get smarter — helping users capture life’s moments more vividly and make everyday experiences more seamless, personal and impactful.

The Ultra experience is ready to unfold.

Introduced in 2019, the first Galaxy Fold was a completely new form factor that combined the portability of a smartphone with the extensive productivity of a tablet — challenging conventional perceptions of what a smartphone could be. Driven by the bold vision that foldable phones could reconcile two seemingly conflicting demands—large screens and true portability—Samsung looked to other industries for inspiration, engineering a durable hinge and proving that smartphone displays, too, could fold. It was a synthesis of creativity and productivity that unlocked new possibilities – from seamless multitasking on the go to immersive content creation.

But smartphones are constant companions that we tuck into our pockets, use with one hand and take everywhere we go. So it’s only natural that users desire a foldable device that is as easy to carry as it is to use. To that end,  Samsung engineers and designers are refining each generation of the Galaxy Z Series to be thinner, lighter and more durable than the last.

*Images simulated for illustrative purposes only

This year, that journey reaches a new milestone. The newest Galaxy Z Series is the thinnest, lightest and most advanced foldable yet – meticulously crafted and built to last.

The Ultra experience is ready to unfold.

That’s why Galaxy’s next chapter is to provide an experience that seamlessly blends artistry and engineering to elevate everyday interactions.

Squeeze onto a crowded train for your evening commute with the device folded in hand and use voice controls to have AI find you the perfect restaurant and text your dining companion. Finish off that unsent work email during the ride, then use the powerful camera to commemorate your night out. AI-powered tools enable all-day messaging, browsing and gaming on the go, so you can focus on your life—all without weighing you down.

With industry-leading hardware, cutting-edge performance and seamless AI integration optimised for the foldable format, it’s what users have come to expect from Galaxy Ultra.

And when it unfolds, it transforms – into a more immersive entertainment hub, a spacious workspace, or a multitasking powerhouse, now enhanced by powerful Galaxy AI features designed specifically for the foldable form.

The Ultra experience is ready to unfold.

Samsung Electronics Co., Ltd. announced that it has been honoured as the 2025 Advertiser of the Year by the Spikes Asia, the oldest and most prestigious award for creativity and marketing effectiveness in the APAC region.

This highlights Samsung Electronics’ continued dedication to solving challenges for consumers with innovative and impactful solutions, which are brought to life through pioneering campaigns and forward-thinking initiatives that connect with audiences in meaningful ways. The win marks Samsung Electronics’ second time receiving Advertiser of the Year at Spikes Asia, with the first awarded in 2017.

“We are extremely honoured to receive this prestigious award. As a company with deeply rooted beliefs in openness, we strive to reflect this ethos in everything we do. This recognition is especially meaningful as we continue to expand our storytelling through innovative technologies and marketing experiences that make a positive impact on both people and the industry as a whole”, said Stephanie Choi, Executive Vice President & Head of Marketing, Mobile eXperience Business, Samsung Electronics. “By blending technology and storytelling to create deeper connections with consumers, we have worked alongside our amazing agency partners to bring our brand values to life in exciting ways – engaging, inspiring and redefining what’s possible in advertising. We’re thrilled our efforts have been recognised and we remain committed to delivering even more impactful experiences to our audiences.”

Consistently delivering groundbreaking creative campaigns over the years, Samsung Electronics remains one of the most awarded companies at Spikes Asia. Taking home four awards across multiple categories in 2024 at Spikes Asia, the “Try Galaxy Fold” campaign revolutionised the way consumers engage with foldable technology. By allowing users to sync two phones side by side, the campaign provided curious consumers with a hands-on experience of the Galaxy Z Fold’s expansive display and intuitive interface optimised for seamless multitasking. Taking home a Gold Spike and Silver Spike in Brand Experience & Activation, a Digital Craft Silver Spike and a Direct Bronze Spike, this innovative campaign reinforced the brand values of Galaxy and truly resonated with consumers to create stronger consideration of foldable smartphones moving forward.

Samsung’s “Flipvertising” campaign – which garnered the Grand Prix in both the Creative Data and Direct categories in 2023 – emphasised the brand’s ongoing commitment to excellence in creative advertising. The campaign took a unique approach to reach audiences by enabling them to take ownership of their own search experiences. By flipping traditional advertising concepts on their head, Samsung empowered its Gen Z audience to discover an organic, rewarding journey with the Galaxy Z Flip4, demonstrating Samsung’s expertise in delivering captivating yet authentic campaigns.

“Samsung’s groundbreaking work in blending technology with creativity continues to push the boundaries of what’s possible in marketing. Its ability to connect with audiences in such a meaningful way reflects the future of the industry, and we are proud to recognise it as the 2025 Advertiser of the Year”, said Simon Cook, Chief Executive Officer, LIONS and Spikes Asia. “Samsung Electronics’ achievements inspire marketers globally, and this award acknowledges the incredible impact its campaigns have made across APAC and beyond.”

The Advertiser of the Year Award will be presented to Samsung Electronics at the 2025 Spikes Asia Awards ceremony which will take place at the Swissôtel The Stamford in Singapore on Thursday, 24 April 2025.