Samsung Electronics has announced an upcoming collaboration with the girl group RISENCE. The move is aimed at targeting younger demographics through the "Galaxy Z Fold 8" series, which was released in August. Industry observers are paying attention to the competitive dynamic with Apple, given that BLACKPINK's Rosé participated in the production of her new song, "New Trick."
On the 23rd, Samsung Electronics posted a black-and-white silhouette teaser image on its official social networking service (SNS) account, featuring five women presumed to be members of RISENCE holding the Fold 8, accompanied by the phrase "Shall we start?"
Previously, during the pre-order period for the Galaxy Z Fold 8 in July, Samsung Electronics gifted Fold 8 and Flip 8 devices to RISENCE members. Recently, RISENCE members have shared verification photos on live broadcasts, showing themselves using the products.
The Fold 8 is Samsung's new passport-ratio foldable phone. When unfolded, it features a 193.2mm main screen with a 4:3 aspect ratio, and when folded, it offers a 138.4mm cover screen with a 10:16 aspect ratio, allowing users to enjoy various content—such as videos, reading, gaming, and social media—with high immersion.
Since adopting the passport-style design, the Fold 8 has significantly outperformed the Flip 8 in sales during the pre-order period. It is particularly popular among younger demographics, with customers aged 10 to 39 accounting for approximately half of buyers. The number of female customers also increased by more than double compared to the previous model.
Samsung Electronics is interpreted as seeking to emphasize a trendy image and secure the interest of younger consumers through this collaboration. Following the release of the teaser image, online reactions speculated about the possibility of launching a special edition or a unique color variant.
Last month, Apple began its collaboration by linking Rosé's new song, "New Trick," with its signature advertising project, the "Shot on iPhone" campaign. In particular, the entire music video was filmed using the iPhone 18 Pro and utilized as promotional content to highlight the device's camera performance.
in TECH
