[Report] Galaxy Posters Everywhere in Barcelona... AI Fever Heats Up Ahead of MWC Opening [MWC On-site]

Galaxy and MWC Ads Blanket the City from the Square to the Streets
"Barcelona Transformed into an AI City" Raises Expectations
Exhibition Hall Bustles with Final Preparations Ahead of MWC Opening
Domestic Mobile Carriers, Samsung Electronics, and Startups Join the AI Battle
Minister of Science and ICT Visits the Site in Person for the First Time in Three Years

On the 1st (local time), a Samsung Electronics Galaxy S25 Ultra advertisement covered the exterior wall of a building near Pla?a de Catalunya in Barcelona, Spain. Photo by Park Yujin

On the 1st (local time), around Catalonia Square in Barcelona, Spain, a massive Samsung Galaxy S25 Ultra advertisement covering the exterior wall of a huge building caught the eye. At the bottom of the ad, the phrase ‘Galaxy AI’ was clearly displayed in white letters. Tourists passing by stopped to take photos of the advertisement.

Throughout the streets of Barcelona, the presence of the world’s largest mobile exhibition, the 'Mobile World Congress (MWC) 2025,' and Samsung Electronics was palpable. Across from Catalonia Square, the mobile carrier ‘Orange’ store windows were fully covered with advertisements for the Galaxy S25 series.

On the 1st (local time), a Galaxy S25 series advertisement was posted at the 'Orange' store located opposite Catalonia Square in Barcelona, Spain. Photo by Park Yujin

MWC as the Stage for AI Competition

On the 1st (local time), MWC promotional flags adorned the streetlights in the city center of Barcelona, Spain. Photo by Park Yujin

This year’s MWC theme being ‘Artificial Intelligence (AI)’ was evident from the MWC25 flags and billboards hanging on street lamps, utility poles, and bus stops throughout the city center. Particularly eye-catching were the humanoid robot images on the advertisements. It was ‘Ameca,’ the AI robot that attracted attention at last year’s MWC24, unveiled by the UAE telecom company E& Group and dubbed the ‘exhibition’s insider.’ Ameca being chosen as the face of this year’s MWC symbolically shows that the event is focused on AI technology.

On the 1st (local time), in front of the bus stop at the Olympic Luis Companys Stadium, the temporary home ground of Spain's FC Barcelona, there was an MWC billboard with the phrase "Leaders, Legends, Leading-edge Tech, In One Place." Photo by Park Yujin

Colorful cube-shaped MWC promotional materials featuring AI images were also installed on city streets. Accompanied by the phrase “Barcelona, on la connectivitat floreix (Barcelona, where connectivity blooms),” these promotional items demonstrate how Barcelona has transformed into a hub of digital innovation during the event. Marco (25), a clerk at a Barcelona souvenir shop, said, “Every year around this time, the city comes alive to welcome MWC,” adding, “Especially this year, Barcelona is transforming into a city of AI.”

On the 1st (local time), the MWC promotional cube structure installed in downtown Barcelona, Spain. Photo by Park Yujin

Two days before the exhibition opened, the Fira Gran Via exhibition center was bustling with preparations. In front of the modern-designed Fira Gran Via building hung large banners reading “MWC25” and “Experience the Power of Connection,” while workers wearing safety helmets moved around making final preparations.

Two days before the MWC in Barcelona, Spain, I visited the Fira Gran Via exhibition center. Samsung Galaxy flags flutter around the area. Photo by Park Yujin

Notable were the dozens of white flags surrounding the exhibition entrance and nearby areas. These flags bore the phrases “SAMSUNG Galaxy” and “Galaxy AI” and were visible from all directions leading to the venue. This scene instantly conveyed Samsung’s significant presence and influence at MWC. Samsung billboards were also lined up along roads near the exhibition center, ensuring every visitor to MWC felt Samsung’s presence. Unlike last year, Samsung Electronics did not set up a separate Galaxy experience booth in the city but appeared to have adopted a strategy of promoting Galaxy AI technology through advertisements inside the exhibition hall and throughout Barcelona.

AI Leaders and Technology Gathered in One Place

The main theme of this year’s MWC is artificial intelligence, with the entire event centered around AI technology. Key figures in the AI field, including futurist Ray Kurzweil, author of the book The Singularity Is Near, Aravind Srinivas, CEO of Perplexity, and Arthur Mensch, CEO of French startup Mistral AI, are scheduled to deliver presentations. This aligns with the AI features emphasized in Samsung’s Galaxy S25, indicating that this MWC will be a competitive stage for AI in mobile devices.

From Korea, Minister Yoo Sang-im of the Ministry of Science and ICT plans to visit the site and meet with global policy officials. This is the first time in three years that the Minister of Science and ICT has visited MWC in person. Kim Tae-gyu, Vice Chairman of the Korea Communications Commission, will also attend, along with Yoo Young-sang, CEO of SK Telecom, Kim Young-seop, CEO of KT, and Hong Beom-sik, CEO of LG Uplus, who are expected to visit the venue. They are likely to discuss the role and vision of telecom companies in the AI era. Samsung Electronics’ President No Tae-moon (Head of MX Division) will also attend MWC.

The three major telecom companies will showcase their global competitiveness through AI-based innovative technologies such as business solutions, security technologies, and personalized services. They are expected to focus on demonstrating their technological capabilities through practical applications of AI technology. More than 100 promising Korean startups will also showcase their technologies at exhibition halls jointly operated by the Korea Trade-Investment Promotion Agency (KOTRA) and the Korea Information and Communication Technology Industry Association (KICTA).

MWC25 will be held for four days from the 3rd to the 6th, with over 100,000 visitors expected from more than 200 countries worldwide. This year, advanced technologies such as AI, 6G mobile communications, and extended reality (XR) are expected to be prominently featured. The Galaxy AI advertisements and MWC promotional materials installed throughout Barcelona will continue to decorate the cityscape until the event concludes.