Samsung Electronics Japan Marks 15 Years of Galaxy S Series with New Strategies

Celebrating a Milestone in Innovation

In September 2025, Samsung Electronics Japan gathered industry insiders to celebrate a significant milestone—the 15th anniversary of the Samsung Galaxy S series in Japan. This special press conference not only honored the past but also unveiled the company's strategic vision for the future, particularly its marketing initiatives and product offerings in Japan.

A Look Back at the Galaxy Series

Samsung launched its flagship smartphone, the Samsung Galaxy S, in Japan on October 28, 2010. Fast forward to today, the Galaxy S series, now celebrating its 15th year, has become synonymous with innovative technology and quality. Alongside the recent release of the Samsung Galaxy S25 series, Samsung has expanded its portfolio with the latest foldable smartphones, the Samsung Galaxy Z Fold7 and Z Flip7, and a lineup of wearable devices. These offerings demonstrate Samsung's commitment to pushing boundaries, enriching user experiences, and solving everyday challenges with technology.

Strategic Sales Performance

Looking at the sales figures for the first half of 2025, the performance of the Samsung Galaxy S25 series was impressive, achieving 150% growth compared to its predecessor, a testament to the brand’s strong partnership with telecom carriers, ensuring sustained sales beyond the initial launch. The Galaxy Z Fold7, branded as the thinnest and lightest foldable AI smartphone in Japan, performed even better, reaching an astonishing 180% of the previous model's sales figure. This success is fueled by the public's appreciation for Samsung's push toward thinner designs and enhanced performance, creating a strong demand for upgrading from competitors' devices.

Enhancing the Customer Experience

To ensure a superior experience for customers, Samsung has strengthened its sales channels, targeting a mix of partnerships with telecom carriers, large retail stores, and online platforms. A major highlight was the renewed cooperation with Softbank, which improves access to Samsung products for users. Additionally, various Samsung Galaxy Studios across Japan now offer immersive experiences for customers, allowing them to interact directly with the products. Notable locations include Yodobashi Camera in Akihabara, Umeda, Kyoto, and Yokohama, which are designed to attract user engagement and experience.

In the online space, Samsung is amplifying its presence through its official shop and major e-commerce platforms like Amazon and Rakuten. Exclusive color variants and high-capacity models are available, along with campaigns designed to increase appeal and ease of purchase for a diverse consumer demographic.

Focus on Eco-Friendly Products

Samsung's strategy in Japan strikes a balance between premium and eco-friendly products. The premium line emphasizes cutting-edge technology and elegant design, including the AI-equipped Galaxy S25 and the latest foldable devices. These high-performance features are aimed at users seeking the most innovative devices.

Simultaneously, Samsung is expanding its eco-friendly product range, including wearables at competitive price points. This strategy enables a broad customer approach, ensuring that users can access the technology that fits their needs. By creating an ecosystem that includes smartphones, tablets, and earbuds such as the Galaxy Buds3 FE, Samsung enhances its product portfolio, ensuring comprehensive solutions for all users.

Marketing Initiatives and Future Plans

With "Innovation for all" at the core, Samsung has maintained its focus on delivering advanced technology consistently since the launch of the Galaxy S series in Japan. The company aims to enrich users’ lives by proposing the added value of modern products. The marketing strategy for 2025 places significant emphasis on enhancing touchpoints and customer engagement. In the first half of 2025, Samsung increased the number of display units in retail stores by 155% compared to the previous year, resulting in an impressive 182% increase in the number of experiential interactions.

Furthermore, Samsung has introduced the "Samsung Ambassador" program to train retail staff at carrier stores and foster a community among users through the "Samsung Members" Star system. The brand has also intensified its messaging, promoting features of the Galaxy AI and enhancing its visibility via collaborations with popular artists, notably in live events and social media campaigns.

As 2025 unfolds, the marketing initiatives will continue to leverage the emotional appeal of the Galaxy range, particularly focusing on foldable smartphones. Known personalities and influencers will be utilized to connect with a wider audience, proving that Samsung is committed to its legacy as a pioneer in mobile technology.

Through these strategic movements, Samsung aims to further amplify its brand presence in the Japanese market while delivering innovations that resonate with users across all demographics. The journey of the Galaxy series is just beginning, and Samsung is poised to make a lasting impact in the technology landscape.

Conclusion

As Samsung Electronics Japan moves forward, celebrating its past while innovating for the future, the company's dedication to creating user-friendly, cutting-edge technology will undoubtedly shape the telecommunications landscape in the coming years.

Notice: “Samsung Galaxy” is a trademark or registered trademark of Samsung Electronics Co., Ltd. Other company names, product names, and service names are trademarks or registered trademarks of their respective owners.