Samsung Electronics Co. revealed its new flagship mobile, the Galaxy S21 series, presenting the popular K-pop band BTS and the original alternative group Leenalchi. The South Korean tech giant focuses on seizing the young smartphone users’ market worldwide.
Samsung introduced the Galaxy S21 series that include three models at the online Galaxy Unpacked 2021 event live-streamed worldwide. The online event showcased the different Galaxy S21 models, including the 6.2-inch S21, 6.7-inch S21+, and 6.8-inch S21 Ultra. The live-streamed event also drew a total of 57 million viewers globally.
K-pop sensation BTS featured throughout the online event, presented Samsung’s new phones and wireless earbuds called Galaxy Buds Pro.
The popular K-pop band performed a significant role in launching Samsung’s new products, including the BTS Galaxy S20+ edition, last year.
The Korean alternative band, Leenalchi, gathered millions of views with its modern interpretation of traditional Korean music. The country’s tourism ministry also utilized the bands’ music in promotional videos. The Unpacked 2021 event also highlighted Leenalchi’s music through another version of Samsung’s signature “Over the Horizon” ringtone.
Fierce Market Competition
South Korean companies regard the Korean Wave and K-pop as a subtle influence among young people worldwide. Market experts suggested that the Korean Wave generated by K-pop and TV dramas could convert fans into consumers of South Korean products.
Fierce competition from Apple Inc. and other Chinese mobile brands caused Samsung’s aggressive promotion for its new flagship models. According to market researcher Strategy Analytics, Samsung underwent a market share drop of 19.5 percent in smartphone shipments last year. The tech giant has never experienced a market share below 20 percent since 2011.
Samsung’s standard Galaxy S21 would go on sale in South Korea for 999,900 won ($910). The Galaxy S21 would become the cheapest flagship 5G smartphone model from Samsung.
Additionally, the S21 series smartphones support 5G and include artificial intelligence-supported cameras with 5-nanometer chip processors.
