This week marked the highly-anticipated Galaxy Unpacked 2023 event, where Samsung launched a range of new products. Among the highlights were the Galaxy Z Fold 5 and Galaxy Z Flip 5 foldable phones, as well as the latest Galaxy Watch 6 series and Galaxy Tab S9 series. In a notable move, Samsung chose to host the event in Seoul, South Korea, near its global headquarters.
This decision to host the event in South Korea was not a small one for Samsung, as it involved flying in hundreds of people from around the world, resulting in significant expenses. Luckily, I was fortunate enough to be one of the attendees, and while Samsung had no control over our editorial content, they were kind enough to allow us to document and share our experience. So, here’s a breakdown of everything I witnessed at the event.
The first day kicked off with a tour of Samsung’s headquarters at Digital City. In South Korea, there are two main hubs for Samsung. The first is Samsung Town, where corporate matters are dealt with. This cluster of buildings is located in Seoul’s Seocho-gu district. The second headquarters, called Digital City, is situated in the nearby city of Suwon. Digital City is where the magic happens, as it houses various research and development facilities and serves as the birthplace of Samsung’s major consumer products, including phones, televisions, and computer monitors. Interestingly, Digital City was built on the same site where Samsung designed and manufactured its first successful product, a black and white television, back in 1970. Today, Digital City not only serves as a hub for Samsung’s innovations but also attracts tourists and locals who are curious to peek behind the scenes of one of South Korea’s most successful businesses. In fact, Samsung’s revenue accounts for more than 20% of South Korea’s entire GDP.
Our first stop at Digital City was the Samsung Innovation Museum (SIM), a dedicated space where the company showcases its notable devices and technological advancements. The museum features a vast collection of antique electronic devices from Samsung and its major competitors. We started with a video presentation that showcased the brand’s vision, followed by a gallery showcasing Samsung’s products throughout history. From the original black and white TV to laundry machines, refrigerators, laptops, camcorders, and more, the museum highlighted the evolution of Samsung’s innovations. One fascinating display featured a glass case filled with Olympic torches and the official smartphones used during each respective event. Samsung’s long-standing sponsorship of the Olympics was evident in the collection of phones on display, representing 25 years of Samsung’s smartphone progression. It was a remarkable sight to witness the evolution of these devices in just a few moments. Additionally, the museum provided insights into the evolution of Samsung’s headquarters, demonstrations of the first iterations of various technologies, and a showcase of notable phones from history. Seeing the original Galaxy S phone in person after all these years was quite surreal, as it looked much smaller than I remembered.
After exploring the museum, we visited the “eXperience Home Suwon,” a demo house that exemplifies how Samsung’s technology can transform a traditional home into a fully automated smart home. We witnessed various demos, including wake-up routines, movie-watching experiences, music listening sessions, gaming demos, and even cooking dinners.
To get an idea of the scale of Digital City, we embarked on a bus tour. The campus spans over 1.72 million square meters and comprises more than 130 buildings. It requires over 500 buses and 100 routes daily to transport employees to and from work. Our bus stopped at building R5, where Samsung’s mobile division has been designing all the major Galaxy devices since 2013. It was surreal to be in the same building where the iconic Galaxy devices we often cover at Android Authority were conceptualized. Unfortunately, due to restrictions, we were unable to explore the entire building. While the first floor, exterior parks, and employee amenity areas were accessible to the public, the upper floors were off-limits. I couldn’t help but try to catch a glimpse of the rumored Galaxy S24 series, but my request was denied. Nonetheless, it was an exciting experience to see the birthplace of Samsung’s flagship devices.
Our tour concluded with a visit to C-Lab, Samsung’s in-house incubator program. C-Lab serves as a platform for employees to develop their ideas into new products or even independent startups. Every year, Samsung holds an idea contest where employees can submit their concepts. Out of hundreds of submissions, 30 to 40 are chosen. Selected employees then dedicate an entire year to developing their ideas, with the freedom to assemble teams, create prototypes, and receive evaluations from senior executives. These projects can take one of three paths: integration into an in-house Samsung product development team, establishment as a Samsung-backed startup, or completion as a stand-alone project. To date, 1,600 Samsung employees have participated in C-Lab, resulting in the completion of 391 projects. The success stories include spin-off brands like Mopic, Toonsquare, Welt, and Linkflow, which have introduced innovative products ranging from 3D light displays to smart waist belts and wearable 360-degree cameras.
The following day brought us to the highly anticipated Galaxy Unpacked event. After an early start, I rode the Korean subway to Gangnam Station, where I visited the largest Samsung store in the world. Be sure to check out my detailed impressions in my previous article. Later in the day, I made my way to the COEX convention center, the venue for Galaxy Unpacked. The event was buzzing with excitement, as it welcomed media representatives, influencers, industry professionals, and even some celebrities. There was also a dedicated area for spectators who were eager to witness the grand unveiling of Samsung’s latest products. It was a one-of-a-kind product launch experience that left a lasting impression.
As expected, Samsung officially introduced the Galaxy Z Fold 5, Galaxy Z Flip 5, Galaxy Tab S9 series, and Galaxy Watch 6 series during the Unpacked event. The event also featured special appearances by Suga from the K-Pop group BTS and American actress Sydney Sweeney.
After the frenzy of Unpacked, Samsung arranged a cultural tour for us on the third day. Our first stop was Insa-dong, a vibrant cultural and artistic area in Seoul known for its tourist attractions. We strolled through charming streets, witnessing the creation of candy treats by vendors and exploring shops selling souvenirs, art, clothing, and more. Our next destination was Ikseon-dong, an automobile-free area with trendy restaurants and hidden shops nestled within a maze of alleys. To cap off the day, we enjoyed a traditional Korean feast consisting of 15 courses, showcasing dishes that were unfamiliar to many of us journalists. Samsung also gifted us with various souvenirs and goodies as a token of their appreciation.
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Deepak Sen is a tech enthusiast who covers the latest technological innovations, from AI to consumer gadgets. His articles provide readers with a glimpse into the ever-evolving world of technology.
