Samsung Galaxy Z Fold8 Ultra, Fold8, and Flip8 Mark Strong Debut in Japan, Driving Foldable Market Expansion

Smartphones

Samsung Galaxy Foldable Smartphones Lead Market Growth in Japan

Samsung Electronics Japan recently held a press event to commemorate the domestic launch of its new foldable smartphones: the Samsung Galaxy Z Fold8 Ultra, Fold8, and Flip8. During the event, Hidetoshi Ohashi, Executive Officer and Deputy Head of the MX Business Division, and Kenichi Kobayashi, Executive Officer and CMO of Samsung Electronics Japan, shared insights into the strong sales performance and social media engagement for the new products in Japan. They also outlined strategies to expand in-store product experience opportunities and enhance accessibility, with the goal of making foldable smartphones a more common choice in the Japanese market.

Samsung Galaxy Event

From “Why Foldables?” to “Which Foldable is for You?” The Evolution of Samsung Galaxy Foldables

Since introducing the first Galaxy Fold in 2019, Samsung has released eight generations of foldable smartphones. Throughout this period, the company has continuously integrated user feedback into product development and refined its approach to communicating the value of foldable technology. This extensive experience has led to the conclusion that a diverse lineup is essential to meet the broad needs within the foldable smartphone market. The three latest models launched in Japan offer distinct choices tailored to different lifestyles and usage scenarios.

Samsung stated, “The foldable market is currently expanding, and we see it as a crucial option that will become the future standard for smartphones. Historically, we explained ‘why foldable smartphones’ to users of bar-type smartphones, but now our communication focuses on ‘which foldable do you choose?’ to match individual needs with the right product.”

History of Samsung Galaxy Foldables

Strong Sales Performance and Market Reception in Japan

The three models, Samsung Galaxy Z Fold8 Ultra, Fold8, and Flip8, launched on August 7, 2026, have achieved a successful start in the Japanese market. Sales of the Samsung Galaxy Z Fold8 series in the first week after launch were 1.2 times higher than the previous model, the Samsung Galaxy Z Fold7. Similarly, social media mentions from announcement to one week post-launch increased by approximately two times compared to the previous model.

Notably, the Samsung Galaxy Z Fold8 has garnered positive feedback, not only from existing Fold series users but also from those new to foldable smartphones. This is attributed to its new 4:3 main display, which enhances content viewing, and its improved portability.

Furthermore, the Samsung Galaxy Watch Ultra2, released concurrently, also saw strong initial performance, with sales in the first two days after launch being 1.4 times higher than its predecessor, indicating robust performance across the entire Samsung Galaxy ecosystem.

Expanding Real-World Experience Opportunities

While awareness of foldable smartphones has steadily grown each year, many users who are familiar with the products still struggle to envision themselves using one. To convert interest into sales, Samsung is actively working to expand opportunities for consumers to physically interact with the devices. The company believes that experiencing the thinness, lightness, large-screen content viewing, and the feel of opening and closing the device firsthand will help users better understand its appeal.

Samsung Electronics Japan has significantly expanded the number of locations where customers can experience Samsung Galaxy products, including dedicated spaces within consumer electronics stores, carrier shops, Samsung Galaxy direct stores, and temporary Pop-up Studios. The number of product experience opportunities has increased 2.6 times compared to the previous models. The company believes that increasing these hands-on opportunities will contribute to the further adoption of foldable smartphones.

Samsung Galaxy Z Series Presentation

Enhancing Accessibility Through Pricing and Purchase Options

Regarding pricing, Samsung explained that it carefully considers market conditions such as rising component costs and exchange rates, adjusting prices according to the specific circumstances of each country and region.

Samsung acknowledges that as smartphones become more high-performance, prices tend to increase. Therefore, it is deemed crucial to not only convey the inherent value of the products but also to establish accessible purchasing options, including installment plans, in collaboration with telecommunication carriers. This approach aims to create an environment where customers can confidently choose their desired product. For younger demographics, the company plans to further strengthen mechanisms and communication strategies to convert their growing interest into actual purchases.

A Vision for the Future: Foldables as the New Standard

Foldable smartphones are not yet a commonplace choice for all users in the Japanese market. Nevertheless, Samsung believes that this form factor will elevate the entire smartphone market in Japan and become the next standard.

Future communication will prioritize messages rooted in real-world user scenarios, focusing on “what you can do with a smartphone” and “how it solves daily problems,” rather than solely promoting specifications and new features. Samsung offers a wide range of products in Japan, including the Samsung Galaxy Z series, S series, A series, Samsung Galaxy Watch, Samsung Galaxy Tab, Samsung Galaxy Buds, Samsung Galaxy Ring, and SmartTag. Through the Samsung Galaxy ecosystem, the company aims to be a brand that meets the diverse and varying needs of each user. For foldable smartphones, the immediate focus is on enabling customers to experience them firsthand, delivering their charm and convenience to a wider audience.

Introducing the Samsung Galaxy Z Fold8 Ultra, Fold8, and Flip8

Samsung Galaxy Z Fold8 Ultra, Fold8, Flip8

Samsung’s 8th generation foldable smartphones, including the new passport-sized Samsung Galaxy Z Fold8, were launched domestically on August 7. These three types of foldable smartphones offer distinct experiences: the Ultra model for maximized productivity, the Fold8 for immersive experiences, and the Flip8 for self-expression.

The Samsung Galaxy Z Fold8 Ultra, the thinnest foldable smartphone in Samsung Galaxy history, achieves further slimness compared to its predecessor, the Samsung Galaxy Z Fold7. Its battery capacity has increased by 600mAh to 5000mAh, and the screen crease is now even less noticeable. Furthermore, its triple camera system features a significantly upgraded 50-megapixel ultra-wide lens, which is approximately 34% brighter, allowing for more detailed photography.

The Samsung Galaxy Z Fold8 introduces a new form factor for immersive content viewing, featuring a 10:16 cover screen and a 4:3 main display. This redesign allows users to enjoy movies, social media, manga, and other content across the entire screen. Like the Ultra model, it supports multi-window functionality with two or three screens, and this model specifically allows for three screens to be displayed side-by-side.

The Samsung Galaxy Z Flip8 achieves the thinnest and lightest design in the Samsung Galaxy Z Flip series, measuring approximately 6.1mm thin and weighing about 180g when unfolded. With support for the latest One UI9, it now allows the app tray to be displayed on the Flex Window without the need for additional applications.

Furthermore, the Galaxy AI, optimized for foldable screens, introduces new features such as “Now Nudge,” which suggests next actions from conversations and enables parallel operations on the large screen. It also includes “My Fancam,” a new function popular for creating videos that focus on specific individuals, similar to fancams and solo angles. This proactive AI is designed to support users in various daily scenarios.

Experience the Galaxy Ecosystem: Store Information

Galaxy Harajuku

Galaxy Harajuku serves as a showcase where visitors can fully immerse themselves in the world of the Samsung Galaxy brand. The facility offers hands-on experiences with the latest products, product purchases, repairs, and various setup assistance, all provided by experienced specialists. The facility plans to expand its floor content, including collaborations with the latest content, to ensure visitors can enjoy experiencing Samsung Galaxy products.

Galaxy Harajuku

  • Location: 1-8-9 Jingumae, Shibuya-ku, Tokyo 150-0001

  • Business Hours: 11:00-19:00 (The 1F device sales floor is currently extended to 21:00. Closing times may change.)

  • Website: https://www.samsung.com/jp/explore/galaxy-harajuku

  • Access:

    • JR Yamanote Line: 7-minute walk from Harajuku Station Omotesando Exit

    • Tokyo Metro Chiyoda Line/Fukutoshin Line: 3-minute walk from Meiji-jingumae Station Exit 5

    • Tokyo Metro Chiyoda Line/Hanzomon Line/Ginza Line: 9-minute walk from Omotesando Station Exit A2

Galaxy Studio Osaka

Galaxy Studio Osaka, initially a limited-time experience studio launched in April 2023, was renewed and reopened in August of the same year. Similar to Galaxy Harajuku, it offers a comprehensive experience of the Galaxy brand, including hands-on trials of new products. The studio also sells the latest SIM-free smartphones, tablets, earphones, smartwatches, and other Galaxy wearable products.

Galaxy Studio Osaka

Limited-time Pop-up Studio

Permanent Samsung Galaxy Studio Locations

  • Yodobashi Camera Multimedia Akiba (1F)

    • Address: 1-1 Kanda Hanaokacho, Chiyoda-ku, Tokyo

    • Business Hours: 9:30-22:00

  • Yodobashi Camera Multimedia Yokohama (B1F)

    • Address: 1-2-7 Kitasaiko, Nishi-ku, Yokohama, Kanagawa

    • Business Hours: 9:30-22:00

  • Yodobashi Camera Multimedia Kyoto (B1F)

    • Address: Kyoto Station Front, Kyoto Tower Side, Shimogyo-ku, Kyoto

    • Business Hours: 9:30-22:00

  • Yodobashi Camera Multimedia Sapporo (1F)

    • Address: 5-1-22 Kita 6-jo Nishi, Kita-ku, Sapporo, Hokkaido

    • Business Hours: 9:30-22:00

  • Yodobashi Camera Multimedia Umeda (B1F)

    • Address: 1-1 Ofukacho, Kita-ku, Osaka

    • Business Hours: 9:30-22:00

  • Yodobashi Camera Multimedia Kawasaki LeFRONT (1F)

    • Address: B1F-4F LeFRONT, 1-11 Nisshincho, Kawasaki-ku, Kawasaki, Kanagawa

    • Business Hours: 9:30-22:00

  • Website: https://www.samsung.com/jp/explore/samsung-galaxy-studio/

For more information on the Samsung Galaxy product lineup, please visit https://www.samsung.com/jp/.

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