Samsung Japan Marks 15 Years of Galaxy S Series with Vision for Future Innovation

Samsung's Milestone: 15 Years of the Galaxy S Series

Samsung Electronics Japan recently held a special press conference to commemorate the 15th anniversary of its Galaxy S series in Japan, scheduled for October 2025. This event focused on the company’s business and marketing strategies in the country while emphasizing its commitment to "Innovation for All."

A Look Back at 15 Years of Innovation

The journey began on October 28, 2010, with the launch of the Samsung GALAXY S, the company's flagship smartphone. This pivotal moment marked the beginning of a series that would become a household name in Japan. As the anniversary approaches, Samsung continues to evolve its products, recently unveiling the latest flagship Galaxy S25 series along with the Z Fold7 and Z Flip7 foldable smartphones.

In addition, the company launched the Galaxy Tab S11 series and Galaxy Tab S10 Lite AI tablets, along with noise-cancelling earphones, the Galaxy Buds3 FE, expanding its user-friendly offerings on September 19, 2025.

Keeping Innovation at the Core

Under its banner of "Innovation for All," Samsung focuses on leveraging technology to eliminate barriers for users and create a comfortable world for everyone. Over the last 15 years, the company has aimed to bring the future closer through its products, enhancing daily life. Looking ahead, Samsung is dedicated to further developing products and improving ease of use, ensuring a user-centric experience.

Stellar Sales Growth for Recent Releases

Recent sales figures showcase a remarkable success story. The Galaxy S25 series recorded a domestic sales increase of 150% compared to its predecessor during the first half of 2025. This surge can be attributed to a strengthened partnership with carriers and continued sales momentum post-launch. The official Samsung online store has gained popularity with the release of limited-edition colors, attracting enthusiastic user interest.

Similarly, the Galaxy Z Fold7, touted as the thinnest and lightest foldable AI smartphone in the Japanese market, achieved impressive sales growth of 180% compared to the last generation. Feedback highlights the device's durability and design, encouraging many users to switch from competing products.

Strengthening Sales Channels for Enhanced Experience

Recognizing the strategic importance of robust sales channels, Samsung has made significant investments in partnerships with leading carriers, electronics retailers, and online platforms. Collaborations with major telecom partners have resumed, facilitating easier purchasing conditions for users. Additionally, Samsung has expanded experiential spaces in retail stores, notably in Akihabara and Umeda, allowing consumers to physically engage with the products.

The Samsung online store, along with partnerships on platforms like Amazon and Rakuten, are also being enhanced to provide exclusive offers such as limited colors and high-capacity models, improving accessibility and appeal to a broad range of customers.

Product Line-up Strategy and a Focus on Eco Products

Samsung's approach in Japan includes a dual strategy of premium and eco-friendly product lines. The flagship S25 series and foldable devices embody cutting-edge technology and sophisticated design, while eco-products, including wearables, aim to cater to a diverse consumer demographic without compromising environmental awareness and accessibility.

By ensuring a comprehensive product ecosystem that includes tablets and earbuds alongside smartphones, Samsung enables users to select devices tailored to their preferences. The dual focus allows users across different price ranges to enjoy the Samsung Galaxy experience, ensuring brand penetration in the market.

Marketing Strategies for the 15th Anniversary

As the Samsung Galaxy S series reaches the 15-year milestone, the company remains committed to enhancing user experience centered around its core philosophy of "Innovation for All." In 2025, Samsung intensified its efforts to strengthen touchpoints by boosting the exhibition presence in carrier shops and electronics retailers by 155% year-on-year, effectively increasing user engagement by 182%.

Initiatives like the "Samsung Ambassador" program, which trains retail staff, and the "Star" system under the Samsung Members community have been introduced to foster loyalty and community among users.

Furthermore, marketing strategies that promote features such as the Galaxy AI technology and campaigns focusing on live photography have been emphasized, with partnerships with popular artists and K-Pop events enhancing brand visibility. Upcoming commercials and promotions will highlight product strengths while delivering relatable user experiences through narratives.

In conclusion, as a pioneer in mobile devices, Samsung is committed to maintaining its significant presence in the Japanese market while continuing to engage more customers every day with innovative solutions and exceptional user experiences.