Samsung Electronics Co. Ltd unlocks a blast from the past with the launch of its Y2K 4eva collection of mobile accessories in the Southeast Asia and Oceania (SEAO) region, which aims to bring Y2K style roaring into the present. A nod to trends in the 2000s, the new Y2K 4eva collection features bold, playful and nostalgic accessories exclusively designed for the Galaxy Z Flip6 and Galaxy Buds3 Series, including special designs in collaboration with Paul Frank and MILO.

Based on a study by GWI, Y2K era pop culture has been making a resurgence in recent years as Millennials and Generation Z (Gen Zs) feel particularly nostalgic for media in the 2000s^[1]. Millennials and Gen Zs are adding their own twist by infusing 21^st century kitsch and digital retrofuturism into their day to day, such as thrifting and the use of film filter effects for digital photography, which have become a trend among this specific demographic.

Innovative Design Meets Iconic Style

Samsung original Friends 4eva Galaxy Z Flip6 Case with Animated Wallpaper (right) and
Y2K 4eva Galaxy Z Flip6 Case with Animated Wallpaper (left), Buds Case, Griptok and Sticker Sheet

The launch of the Y2K 4eva collection is not just about accessories, but also a time capsule that reminds of the simple and fun years of our youth, when our love affair with technology was still new, at the dawn of the early internet heralded by the buzz of dial-up connections. The collection will feature Samsung original Y2K 4eva designs that are bold, playful and nostalgic, sporting disco motifs and a back-to-school vibe many will love.

Paul Frank Galaxy Z Flip6 Case with Animated Wallpaper, Sticker Sheet and Griptok

As part of this year’s Y2K 4eva collection, Samsung has collaborated with Paul Frank to feature designs set in Planned Pines, a utopian universe that is a reminder of fun, playful and fearless times before the complexities of adulthood set in, adorned with Paul Frank’s beloved Julius the Monkey.

Paul Frank sits at the intersection between nostalgia and fashion, embracing fun, light-hearted moments that reflects the next generations’ individuality while promoting inclusivity and community.

MILO Galaxy Z Flip6 Case with Animated Wallpaper and Sticker Sheet

Samsung has also collaborated with MILO to create a uniquely designed phone case that is reminiscent of a recess favorite and a generational household staple. For many, the love for MILO often begins at childhood – the iconic cocoa malt beverage for breakfast, or an energising pick-me-up during school. This collaboration celebrates the timeless joy that MILO brings, connecting with fans who grew up loving MILO. The iconic MILO tin featured in the phone design pays homage to the heritage that remains a staple in many homes, igniting fond memories of growing up.

Accessories in the Y2K 4eva collection range from phone cases with animated cover screen wallpapers for the Galaxy Z Flip6, Buds case for the Galaxy Buds3 Series, Griptoks, and sticker sheets.

“The Y2K movement has grown in popularity among Millennials and Gen Zs today. At Samsung, we are excited to bring a fresh and playful twist to our latest Galaxy devices through this movement by empowering our fans and users to explore the styles that resonate with who they are and what they like,” said ChonHong Ng, VP, Head of Regional Marketing, Samsung Electronics Southeast Asia and Oceania. “Our Y2K 4eva collection, in collaboration with iconic brands like Paul Frank and MILO, reflects our efforts as a distinctive brand that continues to innovate, offering our customers unique accessories that are functional and also serve as a form of self-expression.”

“Together with Samsung, we are excited bring new ways for Paul Frank fans to have meaningful engagements with Julius and his friends. We are delighted to to collaborate on this exciting Y2K 4eva collection with the Samsung team and bring together playful and fun accessories that both our customers will be sure to enjoy,” said Michael Puglisi, Brand Director & Global Licensing, Futurity Brands.

“We are delighted to partner with Samsung to bring something fresh to MILO fans from across SEAO. As a generationally well-loved brand, this Y2K interpretation would be especially special for those who started loving MILO as kids-back in this era. It is an homage to the timeless joy and nutritious energy that MILO brings to families across the region,” said Michelle Marie Avarillo, Global Category Business Head – Kids & Teens Nutrition at Nestlé.

Hone your style in retrograde with the Samsung Y2K 4eva Collection

The limited-edition Samsung Y2K 4eva Collection, including Samsung original Friends 4eva and Y2K 4eva, Paul Frank, and MILO designs, is arriving to Singapore on 25 October 2024, exclusively for Galaxy fans with purchase of the latest Galaxy devices.

From 25 October 2024, consumers will receive a random phone case from the Y2K 4eva Collection with purchase of the Galaxy Z Flip6 online on the Samsung Online Store and via the Samsung Shop App, as well as at selected Samsung Experience Stores^[2]. Consumers can also receive a Y2K 4eva Collection Griptok with purchase of any Galaxy smartphone, and a sticker with any purchase, exclusively at the Samsung Experience Store at VivoCity.

Consumers can also stand a chance to win these accessories, with cool giveaways hosted on the Samsung Singapore Instagram (@samsungsg).

Flashbacks to the Y2K era can likewise be enjoyed by Samsung Members. From 4 November to 17 November 2024, Samsung Members can stand a chance to win the exclusive Y2K 4eva accessories with the Y2K Music Challenge on Samsung Members Community. More information will be made available on Samsung Members on 4 November.

For more information on the Y2K 4eva Collection, please visit: http://samsung.com/sg/samsung-x-you

^[1] Based on a study conducted by GWI, a consumer research agency, where 6,390 internet users aged 16-64 were asked about media from the past that they feel nostalgic for.

^[2] Only available at VivoCity, Compass One, Junction 8 and Changi Airport Terminal 2 (Departure Hall). While stocks last. T&Cs apply.

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, personalised 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 globalised than ever, Gen MZ are also hyper-aware of their local identities and cultures, and expect brands to both recognise and respect those nuances. According to our research which surveys consumers looking to own a premium smartphone, 79% of those who intend to personalise their phone cases prefer unique cases that are designed locally. Additionally, 8 in 10 of Gen MZs that were surveyed said that personalisation 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 Personalisation

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 personalisation at the intersection of technology and innovation by empowering our users with the ability to customise their Galaxy experience.

This is in line with what we have found in our research, which shows that personalisation 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 personalised options¹. For consumers, it is not just about picking a smartphone design that is attractive, but also about being able to personalise 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 customisable home appliances, such as Samsung Lifestyle TVs and Bespoke refrigerators, and enrich their home experiences with the personalisation aspects that SmartThings brings to the table.

The Business Value of Personalisation

In a world where consumer behaviours 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 personalise 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 personalisation, 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 personalisation 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 for the latest Galaxy devices, and launching a new personalisation zone in our Samsung Experience Stores. At these personalisation zones, consumers get to customise their favourite products, including options to engrave, sticker or paint them, as well as purchase Galaxy devices that suit their individual styles.

Personalisation is the future

The case for personalisation 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 personalisation 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).}