[LG Wing Unveiled] Rollable Phone Gains Attention Like the Wing... Surprise Preview of the 'Sangsosmun Phone'

[Asia Economy Reporter Joselgina] At LG Electronics' second half strategic smartphone 'Wing' unveiling event, the teaser for the 'Rollable' phone, visible only as an outline against a black video background, attracted as much attention as the Wing itself. The device, which unfolds a rolled-up display resembling a traditional Korean scroll called sangsosmun, is nicknamed the 'Sangsosmun Phone.' This is the first time LG Electronics has officially commented on the rollable phone.

On the night of the 14th, at the end of the Wing online unveiling event video, LG Electronics revealed the shape of a new form factor smartphone along with the phrase "Hold your breath." Against a black background, the silhouette shows the grip part opening and closing, unfolding and folding the built-in display.

This was interpreted as a hint at the rollable phone LG Electronics is preparing. In particular, LG Electronics revealed the phrase "Explorer Project," its form factor innovation strategy, suggesting that the rollable phone will be the second product following the LG Wing under the Explorer Project. The rollable phone, nicknamed the Sangsosmun Phone, features a design that can be rolled up for everyday carrying and unfolded when a large screen is needed.

This is the first time LG Electronics has directly teased the rollable phone through a video. Until now, rumors about LG preparing such a device were based only on registered patents.

The growing consumer expectation that the rollable phone's release is imminent stems from this. Netizens watching the online event in real time expressed their anticipation with comments like "Rollable bait" and "The last 5 seconds, the long-talked-about Sangsosmun teaser." Major foreign media also focused on the rollable phone. The IT specialist media The Verge expressed excitement, saying, "LG Electronics is attempting a new and interesting smartphone design."

Industry insiders estimate that LG Electronics is developing the rollable smartphone aiming for release next year. It is widely expected to be unveiled at the Mobile World Congress (MWC) held in February next year. LG Electronics completed patent applications related to rollable phone technology at the United States Patent and Trademark Office (USPTO) in 2018 and was the first in the world to unveil a rollable TV. Several design patents for rollable phones have also been registered.

Andrew Coplin, head of LG Electronics MC UK division, said at the event, "The smartphone market has reached its peak," adding, "Through the Explorer Project, we will break away from conventional smartphone form factors and pursue a different approach from existing premium smartphones."

Meanwhile, LG Electronics' 'Explorer Project' strategy aims to provide customers with a new mobile experience through innovative and differentiated usability. It focuses on the 'evolved usability' of smartphones tailored to changes in customers' lifestyles and seeks to discover areas with growth potential. LG Electronics' strategy over the past decade has been to break away from the homogenized smartphone market and pioneer new mobile domains.