To strengthen its position in the Japanese smartphone market, Samsung Electronics (Samsung) has launched two new foldable phone models earlier than planned: the Galaxy Z Flip 6 and the Fold 6. The company wants to expand the synergy between its Galaxy S and Z series.

Accordingly ET NewsSamsung reportedly released the Galaxy Z Flip 6, Fold 6, Galaxy Watch 7, Ultra, FE, and Galaxy Buds 3 series on July 31, roughly three weeks after the Galaxy Unpacked event on July 10. This release schedule is significantly shorter than Samsung’s usual wait of two to three months for releasing new products in Japan. Notably, the Galaxy Ring was not included in this lineup.

The accelerated release schedule contrasts with previous launches. For example, the Galaxy S24 series, which launched globally on January 18, had its official on-sale date pushed back by three months to April 11 in Japan. Industry observers are keen to see if this early release strategy will help Samsung overcome its disappointing second-quarter performance.

Data from Canalys shows that Samsung’s shipment volume in the Japanese smartphone market fell 39% in the second quarter of 2024 compared to 2023, marking the largest decline among the top five companies in terms of revenue. In contrast, Chinese manufacturer Xiaomi saw a 359% increase in revenue, further highlighting Samsung’s challenges in the market.

In comparison, China-based Xiaomi saw its revenue increase by 359%, further eclipsing Samsung. Looking at total local market shares in Japan, Apple ranks first with 56%, Google ranks second with 12%, followed by Xiaomi with 6%, while Samsung and Sharp are in fourth place with 5% each.

Samsung’s early release of the Galaxy Z Flip 6 and Fold 6 is seen as a strategic move to capitalize on the successful launch of the Galaxy S24 series in Japan, with the aim of creating synergies between the two product lines and narrowing the gap with the competition.

To support this launch, Samsung’s Japan office has stepped up its activities in Galaxy experience rooms and marketing campaigns in locations such as Harajuku, Osaka and Shibuya. The company has also hired female idol groups from Generation Z as spokespeople to appeal to younger consumers.

Initial reactions to Samsung’s new products have been positive and the company plans to continue various marketing initiatives in the Japanese market. A representative of Samsung’s MX division explained that the main reason for releasing several new products in Japan in the second half of 2024 is to respond to the preferences of Japanese consumers. Samsung wants to synchronize the high demand for new products worldwide.