Samsung Electronics partners with K-pop group RESCENE for Galaxy Z Fold8 campaign

Samsung Electronics has launched an authenticity campaign for the Galaxy Z Fold8 featuring K-pop group RESCENE, following fan requests and teaser content that garnered over 2 million views in a single day. The collaboration aims to target female customers in their teens and twenties by showcasing the group's real-life usage of the foldable device.

Based on a marketing philosophy centered on "true fans" of the Galaxy brand, Samsung Electronics is launching a new campaign for the Galaxy Z Fold8 in collaboration with K-pop artist RESCENE.

Samsung Electronics has consistently conducted various authenticity marketing campaigns targeting celebrities and influencers who genuinely love and use Galaxy products.

A representative example is the "Voices of Galaxy" campaign, which featured individuals who have used Galaxy smartphones for a long time and voluntarily promoted the brand.

This collaboration with RESCENE is an extension of these authenticity-based campaigns. By sharing the natural, real-life usage experiences of RESCENE members who use the Galaxy Z Fold8 in their daily lives, the company plans to resonate with female customers in their teens and twenties.

In particular, the voices of fans played a major role in the selection of RESCENE. As the members frequently expressed a special affection for Galaxy products in broadcasts and daily life, many fans continuously requested a collaboration between Galaxy and RESCENE.

Samsung Electronics decided on this campaign collaboration as an active response to the sincere affection shown by both the fans and the members toward the Galaxy brand.

In fact, RESCENE previously drew significant attention when they spontaneously mentioned on a radio broadcast that the Galaxy smartphone "has a really good grip," forming a deep bond with the product and creating pleasant memes among the fandom.

Samsung Electronics added that RESCENE's narrative of reaching the top through long-term effort and honing their skills aligns deeply with the Galaxy brand identity, which has continuously innovated to perfect foldable technology.

In this campaign, RESCENE members will candidly introduce the reasons they prefer the Galaxy Z Fold8 from design and functional perspectives, providing customers with persuasive, practical reasons to choose Galaxy.

Previously, on the 23rd, Samsung Electronics posted teasing content featuring the silhouettes of RESCENE on its official social media accounts; the content proved explosive interest from domestic fans, surpassing 2 million views in just one day.

Moving forward, Samsung Electronics plans to continuously present diverse and differentiated marketing activities across both online and offline channels in connection with the promotion schedule for RESCENE's new album.

Park Jeong-mi, Vice President of the Marketing Team at Samsung Electronics Korea, said, "Collaborating with true fans who sincerely love Galaxy always creates the most powerful resonance. We are very pleased to respond to the voices of fans who have been eagerly waiting for the appointment of RESCENE as models, and we will relatably convey the true charm of the Galaxy Z Fold8 to female customers in their teens and twenties."

Samsung Electronics is a global leader possessing semiconductor, communication, digital media, and digital convergence technologies. The company consists of five divisions: Digital Appliances, Digital Media, LCD, Semiconductor, and Communication Network. As one of the world's fastest-growing brands, Samsung Electronics is a global leader in smartphones, digital TVs, memory semiconductors, OLED, and TFT-LCD.

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