Strong Collaboration with Netflix... Galaxy Z Flip 4 Goes to Paris

Samsung Electronics to Unveil 'Emily in Paris' Collaboration Video at Galaxy Unpacked 2022 on the 10th
Samsung Model BTS's 'Yet to Come' Also Featured
Plans to Release BTS Video at Major Landmarks

Samsung Electronics unveiled a collaboration video with Netflix featuring the new product 'Galaxy Z Flip 4' at the 'Galaxy Unpacked 2022' event on the 10th at 10 PM (Korean time).

[Asia Economy Reporter Cha Min-young] Earlier this year, at the unveiling event of the Galaxy S22 series, Samsung Electronics amused audiences with a parody video of 'Bridgerton' that seemed to mock Apple. Once again, Samsung delivered entertainment through collaboration with Netflix.

On the 10th at 10 PM (Korean time), Samsung Electronics kicked off the 'Samsung Galaxy Unpacked 2022' event with a collaborative video featuring the new product 'Galaxy Z Flip 4' in partnership with Netflix.

The video is set in the office of Savoir, a French marketing company that serves as the main backdrop for the Netflix drama 'Emily in Paris.' Sylvie, Julien, and Luc gather to discuss ways to promote the 'Samsung Galaxy Unpacked' event. The demanding request, "We need something more innovative, isn't there anything better?" leads to a spilled liquid reflecting the Z Flip 4, bent at a 90-degree angle. This is how the key phrase emphasizing flexible display technology, 'Flex is greater than Flat,' was born. At the end of the video, Sylvie reappears, encouraging viewers to "enjoy a new mobile experience" and inviting them to "come to New York and London to experience the latest phone firsthand."

Cast members of the Netflix drama 'Emily in Paris' discussing while looking at the 'Galaxy Z Flip 4'

Netflix has been collaborating with Samsung Electronics since 2020. At the early-year unpacked event unveiling the Galaxy S22, Samsung presented a parody video that seemed to mock Apple. In the video featuring actors from Bridgerton, Lord Macintosh offers a gift to the queen but is doused with water. The name Macintosh, identical to Apple's computer brand, evokes Apple. Next, Tristar appears, winning the queen's favor. This was interpreted as having the same meaning as Samsung's Chinese character for 'three stars.'

No Tae-moon, head of Samsung Electronics' Mobile Experience (MX) Division, is presenting at the Unpacked event, explaining the foldable experience.

At the event, No Tae-moon, head of Samsung Electronics' Mobile Experience (MX) division, who appeared as the first speaker, said, "Our journey toward foldable smartphones began 10 years ago, and it took eight years from developing screen prototypes to launching the first foldable smartphone." He added, "Three years ago, foldable smartphones were not even a recognized category, but last year nearly 10 million people used them." He continued, "You are our inspiration and the reason we exist," and encouraged, "Starting today, begin a new life with Galaxy."

BTS appeared in Samsung Electronics' 'Galaxy Unpacked 2022' video. The members freely operated the 'Galaxy Z Flip 4' while their new song 'Yet to Come' played in the background.

The video also featured Samsung Electronics' official models, BTS. In the video, BTS operates the Z Flip 4 freely against a desert backdrop under a purple-hued sky. Their new song 'Yet To Come' plays as the camera focuses on each member's face. BTS's video was actively shared in real-time on social networking services (SNS) such as Twitter. Samsung plans to showcase the latest foldable phone video featuring BTS's new song at landmarks worldwide, including New York's Times Square.

Following this, Samsung Electronics executives appeared sequentially to explain the Galaxy Z Flip 4, Galaxy Z Fold 4, Galaxy Watch5 series, and more. Executive-level employees from Samsung's partner companies such as Meta, Instagram, and Google also took the stage as presenters. For example, a senior director from Google appeared in the video introducing the Galaxy Watch5 series. This Galaxy Watch5 series attracted attention for its enhanced collaboration with Google from the development stage. It is equipped with 'One UI Watch 4.5' based on 'Wear OS,' allowing access to more Google mobile services and Android applications (apps). With 'Google Assistant,' users can play Spotify playlists using voice commands alone.