Samsung ramps up in-person foldable phone demos in Japan amid fierce competition

Key facts

• Samsung Electronics is increasing in-person demonstrations of its foldable smartphones in Japan.
• The company has launched three Galaxy Z8 series models in Japan, including a passport-sized device with Gemini AI.
• Samsung's Galaxy Harajuku store has seen strong sales for the new Fold8 model.
• Google has opened its first overseas store in Tokyo and is displaying its upcoming Pixel 11 Pro Fold.
• Apple is also expected to enter the foldable phone market with an iPhone debut in September.
• The Omotesando and Harajuku districts in Tokyo are emerging as a central location for foldable phone competition.

Samsung Electronics is intensifying its experiential marketing efforts for foldable smartphones in Japan, aiming to increase opportunities for consumers to interact with the devices in person. This strategic push comes as the company faces escalating competition in the Japanese market from tech giants Google and Apple, who are also vying for dominance in the foldable phone segment.

Samsung launched its latest Galaxy Z8 series, which includes a passport-sized model featuring Google's Gemini AI, on August 7. The company's flagship store, Galaxy Harajuku, has reported that sales of the new Fold8 model have doubled compared to its predecessor, indicating strong early consumer interest.

Meanwhile, Google has established its first direct-run store outside the United States in Tokyo's Omotesando district, opening on August 13. The store is showcasing the upcoming Pixel 11 Pro Fold, which is set for an official release on August 20, allowing customers to test its features and place preorders. This move highlights Google's commitment to the Japanese market and its foldable technology.

Adding to the competitive landscape, Apple is anticipated to unveil its first foldable iPhone in September. The concentration of official stores for Apple, Google, and Samsung along a roughly 2-kilometer stretch in Tokyo's Omotesando and Harajuku areas signifies Japan's emergence as a critical front line in the global foldable phone war.