Samsung Electronics has unveiled a distinctive teasing campaign ahead of its new Galaxy foldable launch on July 22. What came before the product itself? The proportion. Through a series of visuals featuring K-Traditional objects—Jeolpyeon (rice cakes), Jokja (hanging scrolls), and Hanok architecture—the campaign subtly reveals the silhouette of the next-generation foldable, anchoring the viewer's gaze on the compositional balance hidden within familiar forms.
At the heart of the campaign is the idea that Korean heritage is not mere decoration, but a tangible hint for next-gen mobile design. The proportions inherent in traditional Korean aesthetics possess an intuitive harmony recognized by touch before sight, and Samsung has reinterpreted this through the contemporary form language of foldables.
PAP Magazine has partnered with Samsung to offer readers an exclusive opportunity to experience the new Galaxy firsthand. Running from July 10 to 24, the event invites participants to leave a comment with the hashtag #GalaxyUnpacked, tag @samsungkorea, and include a 🎉 emoji. Winners will be announced on July 27 at 7 PM, with prizes including one Galaxy smartphone and 25 Twosome Place Americano mobile gift cards.
From past to present, good proportion transcends time. Samsung's most perfect ratio is about to unfold.
At the heart of the campaign is the idea that Korean heritage is not mere decoration, but a tangible hint for next-gen mobile design. The proportions inherent in traditional Korean aesthetics possess an intuitive harmony recognized by touch before sight, and Samsung has reinterpreted this through the contemporary form language of foldables.
PAP Magazine has partnered with Samsung to offer readers an exclusive opportunity to experience the new Galaxy firsthand. Running from July 10 to 24, the event invites participants to leave a comment with the hashtag #GalaxyUnpacked, tag @samsungkorea, and include a 🎉 emoji. Winners will be announced on July 27 at 7 PM, with prizes including one Galaxy smartphone and 25 Twosome Place Americano mobile gift cards.
From past to present, good proportion transcends time. Samsung's most perfect ratio is about to unfold.
FAQ
When is Samsung Galaxy Unpacked 2025?
Samsung Electronics will unveil its new Galaxy foldable products on July 22, 2025.
How to enter the PAP Magazine Samsung event
From July 10 to 24, leave a comment with the hashtag #갤럭시언팩, tag @samsungkorea, and include the 🎉 emoji to enter. Winners will be announced July 27 at 7 p.m.
What's the concept behind Samsung's foldable teaser campaign?
The campaign uses Korean traditional objects like sliced rice cakes, scrolls, and hanok architecture to metaphorically reveal the next-gen foldable's silhouette, reinterpreting the proportional beauty inherent in Korean aesthetics through contemporary formal language.
