[Galaxy Unpacked Part 2] "I Make My Own Phone" Capturing MZ with Customized Phones to Dominate the Year-End Market

Samsung Galaxy Unpacked Part 2 Online on the 20th
'Z Flip3 Bespoke Edition'... 49 Combinations Available
'Galaxy Watch4 & Buds2 Maison Kitsune Edition' Unveiled
User Autonomy Expanded with 'One UI 4'

Samsung 'Galaxy Unpacked Part 2' Video Screenshot

[Asia Economy Reporter Eunmo Koo] “Your Galaxy, Your Way”

Samsung Electronics, dreaming of making foldable phones mainstream, has unveiled a new card to continue the success of foldable phones. To actively target the individuality-valuing MZ generation, Samsung has applied the concept of 'Bespoke (customized)' to smartphones, expanding consumer choices. Samsung also revealed a new user interface (UI) that enhances user autonomy, allowing various preferences and characteristics to be reflected not only in the device’s exterior but also in software usability.

On the 20th, Samsung Electronics held the 'Samsung Galaxy Unpacked Part 2' event. During the approximately 20-minute online event, Samsung introduced the ‘Galaxy Z Flip3 Bespoke Edition’, followed by the ‘Galaxy Watch4 Maison Kitsun? Edition’ and the ‘Galaxy Buds2 Maison Kitsun? Edition’, and also made a surprise announcement of the new user interface (UI) ‘One UI 4’. However, the much-anticipated unveiling of the mid-premium smartphone ‘Galaxy S21 Fan Edition (FE)’ did not take place.

Samsung 'Galaxy Unpacked Part 2' Video Screenshot

“Customized Foldable Phone” Z Flip3 Bespoke Edition… 49 Combinations Available

The first product introduced at the Unpacked event was, as expected, the Z Flip3 Bespoke Edition. Stephen Hawk, a Samsung Electronics US division pro who introduced the Z Flip3 Bespoke Edition, said, “A phone is the most personal device and should reflect ourselves well in both operation and style,” explaining that this Bespoke Edition “brings various life philosophies to mobile, allowing each person to share their individuality and uniqueness with the world.”

The Z Flip3 Bespoke Edition expands the 'Bespoke (customized)' concept, which Samsung Electronics introduced to premium home appliances in 2019 and has been well received globally, to the ‘Galaxy Z Flip3’, designed to broaden consumer choice.

Consumers can customize their Galaxy Z Flip3 by choosing from two frame colors (Black and Silver) and five front and back panel colors (Blue, Yellow, Pink, White, Black) to suit their preferences. This allows for a total of 49 possible combinations. However, the product with both frame and front/back panels in black is the same as the existing model and is not available for selection.

Hawk explained, “The existing Z Flip3 emphasized simplicity with a basic metal frame and a tone-on-tone palette, but we wanted to take a different approach with the Bespoke Edition. We observed and studied everything that could inspire?from fashion to design to automobiles?and selected a few trendy colors, resulting in five iconic colors.”

Samsung 'Galaxy Unpacked Part 2' Video Screenshot

Customers can visit the 'Bespoke Studio' on Samsung Electronics’ website to select frame and front/back panel colors to create a combination that suits their taste and place an order. In the Bespoke Studio, customers who select product colors can compare and experience them through a '360-degree preview' and even download images of their custom-designed products to share on social media.

Additionally, considering changes in customer preferences, Samsung offers the 'Bespoke Upgrade Care' service, which allows customers to replace the front and back panels of the product at minimal cost.

One UI 4, “Imparting User Personality from Smartphone Exterior to Interior”

Samsung 'Galaxy Unpacked Part 2' Video Capture

After the introduction of the Z Flip3 Bespoke Edition at the Unpacked event, an unexpected event followed: the unveiling of Samsung’s proprietary UI, the new version One UI 4.

Samsung emphasized that One UI 4 allows users to express their personality not only on the smartphone’s exterior but also within the internal UI. Park Yuni, a pro from Samsung Electronics’ wireless business division who introduced One UI 4, said, “One UI gives you the power to design your own Galaxy experience,” adding, “We are pleased to offer the freedom to customize even more with One UI 4 today.”

Samsung 'Galaxy Unpacked Part 2' Video Screenshot

One UI 4 enables users to create and set their own UI mood and colors through a color palette, and adds an ‘Extra Dim’ feature that allows the screen to be darker when sending messages or watching videos late at night. Users can also apply desired photos as widgets on the home screen with ‘UI Makeover’ and use ‘Emoji Pair’ to combine and animate emojis.

Other newly added features in One UI 4 include ‘Photo Remaster’, which reduces blurring in photos, and ‘Photo Editor’, which allows users to crop and save specific parts of photos.

Watch4 and Buds2 Dressed in ‘Maison Kitsun?’… “Adding Fashion and Music to Wearables”

Samsung 'Galaxy Unpacked Part 2' Video Screenshot

At this Unpacked event, Samsung also unveiled the ‘Galaxy Watch4 and Buds2 Maison Kitsun? Edition’, created in collaboration with the French fashion brand ‘Maison Kitsun?’.

The Watch4 Maison Kitsun? Edition applies Maison Kitsun?’s iconic fox logo to the 40mm model of the ‘Galaxy Watch4’ released last August. Two watch straps with delicate patterns and a fox-shaped punch hole are available in two colors (Moonrock Beige and Stardust Gray) that can be alternated. The Buds2 Maison Kitsun? Edition includes earbuds decorated with fox head and tail illustrations and a leather charging case embossed with the brand logo.

Customers who purchase the Watch4 and Buds2 Maison Kitsun? Editions can tag the NFC card or chip embedded in each product’s charging case to a Samsung smartphone to use a Maison Kitsun?-themed smartphone wallpaper.

Gildas Loaec, co-founder of Maison Kitsun?, said, “We are delighted to incorporate Maison Kitsun?’s unique style and fox logo into Samsung Galaxy wearable designs,” adding, “It was very enjoyable to express the imagination of the Maison Kitsun? fox traveling through space with the new Moonrock Beige color and delicate design elements.”

Sales Begin on the 21st… Z Flip3 at 1,309,000 KRW, Watch4 at 460,000 KRW, Buds2 at 290,000 KRW

The Z Flip3 Bespoke Edition will be released in the US, UK, Germany, France, Canada, Australia, and other countries. In Korea, sales will begin at 9 a.m. on the 21st through Samsung Electronics’ official website. The price is 1,309,000 KRW, and the Bespoke Upgrade Care service costs 99,000 KRW for simultaneous replacement of front and back panels.

Samsung will provide all customers who purchase the Z Flip3 Bespoke Edition with a one-year Samsung Care+ mobile device total care service with damage coverage. This includes two foldable phone damage coverages, immediate repair discounts, and three on-site repair services. The Z Flip3 Bespoke Edition can be experienced starting the same day at Samsung Delight Shop, Samsung Digital Plaza Gangnam Main Store, Samsung Daechi Main Store, and Hongdae Main Store.

The Watch4 and Buds2 Maison Kitsun? Editions will be sold in limited quantities online on a first-come, first-served basis. Pre-orders will start at 9 a.m. on the same day through Samsung Electronics’ website, Galaxy Campus Store, and Samsung C&T’s official fashion mall (SSF SHOP). Products will be shipped sequentially after the 10th of next month. The prices are 460,000 KRW for the Watch4 Maison Kitsun? Edition and 290,000 KRW for the Buds2 Maison Kitsun? Edition. Detailed product information is available on Samsung Electronics’ website.