Galaxy Unpacked

Galaxy Unpacked is a biannual event held by Samsung Electronics where it showcases new devices, including smartphones, tablets, and wearables. It was first held in June 2009 at the CommunicAsia event at the Singapore Expo in Singapore. For successive releases, the event has frequently been held in Barcelona, New York City, and San Francisco.

The event includes keynote presentations for product launches,^[1] delivered by company management figures. Attendees can visit exhibits and have hands-on experiences of the products in demonstration zones.^[2] Live broadcasts of Samsung Unpacked feature a piece of pre-roll music from the Samsung Galaxy franchise, often a customized version of "Over the Horizon", and a repeated animation.^[3] Only members of the press, social media influencers, and select Samsung Care Ambassadors or Samsung Member Stars are invited to attend.

In August 2020, due to the COVID-19 pandemic, Samsung held their event virtually for the first time to launch its Galaxy Note 20 series of devices. It was broadcast live, yet without the attendance of an audience, from the company's headquarters in Suwon, South Korea. The event garnered over 56 million accumulated views.^[4]

The Galaxy Unpacked for Samsung's Galaxy Z Fold 5, Galaxy Z Flip 5, Galaxy Watch 6 Series, and Galaxy Tab S9 Series was held on July 26, 2023, at 12PM GMT (8PM KST) in Seoul, South Korea, where BTS member SUGA (Min Yoon-gi) made an appearance. His song Daechwita, released under his alternate pseudonym Agust D, was featured in the intro for the ceremony. This was the first Unpacked event to be held in Samsung's home country with a live audience in attendance.^[5]

The first Galaxy Unpacked for 2024 took place on January 17 at the SAP Center in San Jose, California, where Samsung announced their new generative Galaxy AI and the Galaxy S24 Series of mobile devices. They also officially introduced their Galaxy Ring device for a release date set sometime in the latter part of 2024. During the event, Pokimane made a special guest appearance showcasing AI features of the new phones.^[6]