"Shedding the 'Ajae Phone' Image" Samsung Goes All Out on Accessories to Captivate the MZ Generation

[Asia Economy Reporter Joeslgina] "I want the accessories more than the phone." Samsung Electronics, which attracted attention with the Anycall wireless earphone case that revived the 1990s nostalgia, unveiled a wide variety of accessories along with the release of new products in the second half of the year. From covers that closely resemble the new 'Galaxy Z Flip3' to collaboration accessories with Emart24, Coffee Bean, Samsung Lions, Star Wars, and more, this move aims to capture the hearts of the MZ generation who want to break away from the image of 'dad phones = Galaxy' and show their own style and sensibility.

According to industry sources on the 21st, Samsung Electronics unveiled the style-emphasized Z Flip3 at the second half year Unpacked event and introduced collaboration accessories with more than 30 brands. Various brands from different industries such as Noted, Jeximix, Nature Republic, Dunkin, Coffee Bean, Samsung Lions, and Emart24 participated in this collaboration. The number is unusually large for a single smartphone model.

The Z Flip3 also appeared as a wireless earphone cover. Samsung Electronics is giving away Z Flip3 style covers to customers who pre-order the new wireless earphones 'Galaxy Buds2' on Samsung.com until the 23rd. The design features the clamshell design with two-tone colors directly reflecting the Z Flip3’s design. The colors are also the same as the Z Flip: Lavender, Green, Cream, and Black. The cover measures 63mm in width, 54mm in height, and 31mm in length, and is compatible not only with Buds2 but also with 'Galaxy Buds Pro' and 'Galaxy Buds Live.'

Additionally, Samsung Electronics introduced the 'Galaxy Buds2 Noted Cover' in collaboration with Noted, which meticulously captures the color and texture of the donut packaging used in their stores. Customers who pre-order the new smartwatch 'Galaxy Watch4' series will receive a stand inspired by Samsung home appliances such as TVs and washing machines. They can choose one of two stands that closely resemble the lifestyle TV 'The Serif' or the washing machine 'Grande AI.' However, the pre-order stock for the Watch4 series on Samsung.com has already sold out, and sales have ended early.

Samsung Electronics put great effort into accessories to reflect the characteristics of the MZ generation, who are sensitive to trends and prefer to express their own style and sensibility. This move also aims to replicate the explosive popularity of the Anycall wireless earphone case earlier this year. The case, inspired by the ten-million-seller Anycall model, was initially given exclusively to Samsung.com customers but was produced additionally due to enthusiastic responses.

This can also be seen as an effort to overcome criticism that the Galaxy brand lacks the stylish sensibility targeting younger generations compared to competitors like Apple. Even within Samsung Electronics, there have been voices calling to overcome the image of 'Galaxy smartphones = dad phones,' and the management announced plans to boldly apply youthful sensibilities to product colors, materials, and finishes. An industry insider evaluated, "Not only the products but also the accessories will feature bold colors, designs, and ideas," adding, "It is expected to attract young people who value their own style and sensibility."