Galaxy Unpacked has unlocked the door to an entirely new world: the flip side. Visitors were invited to experience the latest innovations at a new Galaxy Studio in Busan that opened on July 28.
As the global popularity of Galaxy Unpacked events continues to grow, Samsung has established new limited-time Galaxy Experience Spaces in seven global cities,1 including in the Seongsu neighborhood in Seoul and the Gwangalli neighborhood in Busan. One of the contenders to host the World EXPO 2030, Busan was especially excited about the launch as Samsung honored the city’s bid during the grand opening event.
Samsung Newsroom attended the kickoff for Galaxy Experience Space at Busan Gwangalli which brought together both Galaxy fans and Busan residents.
A World of Possibilities: Welcome to Flip Side Market Busan
Flip Side Market Busan was launched at Gwangalli Beach, one of Busan’s most popular areas. The storefront was initially hidden by giant mint curtains, sparking the curiosity of passerby even before its official opening.
The kickoff celebration welcomed Busan Mayor Heong-joon Park, National Assembly member Bongmin Jeon, ten Galaxy College Student Supporters from nearby universities and 20 World EXPO 2030 Busan supporters. The curtains were pulled back during the ribbon-cutting ceremony, and the storefront was revealed to an eager audience.
Shortly after, the space opened in full swing with the Flip Side Market – a marketplace where visitors can get hands-on experience with Galaxy devices. Guests can choose between a Galaxy Z Flip5 or Z Fold5 trial phone and use the preloaded mileage saved on the devices to purchase a variety of programs and events.
Flip Side Market Busan features an interior design that not only exhibits Galaxy innovation but also celebrates the unique features of the region.
Upon entering Flip Side Market Busan, visitors are greeted by a display area showcasing the latest Galaxy products decorated with Boogi, Busan’s mascot – an adorable seagull sporting red glasses and sneakers. A statement wall at the center is adorned with Galaxy Z Flip5 phones, each Flex Window displaying a supportive message of Busan’s bid to win the World EXPO 2030.
Visitors have a chance to personalize their trial Galaxy Z series devices with accessories and write encouraging messages for Busan to host the World EXPO 2030. In addition, they can enjoy a wide range of customization options, such as foldable phone cases highlighting Busan’s attractions and custom Boogi NFC stickers for the Galaxy Z Flip5’s Cover Screen.
During the event, TM Roh, President and Head of MX Business, along with Busan Mayor Heong-joon Park, left messages in support of World EXPO 2030 Busan using the S Pen, an accessory well known for its refined and seamless writing experience.
Guests at Flip Side Market Busan could test the Galaxy Z Fold5’s improved user experience through its widescreen and strong multitasking features, like Split Screen View.
For entertainment, visitors can immerse themselves in the action while gaming on the large screens of the Galaxy Z Fold5 and Galaxy Tab S9 series. One participant praised the devices’ graphics performance — mentioning that even during CPU-intensive gaming, there was no overheating.
Flip Side Market Busan features unique experience zones, allowing visitors to explore how the Galaxy ecosystem can be tailored to their lifestyles.
“I’ve visited many experience spaces around the world, and I’ve never seen such a new and fun space,” said Dang Huy Duc Bui, a reporter for Vietnamese online publication VnExpress. “I hope Samsung Electronics opens many Galaxy Studios overseas.”
“It’s a special experience because you can test out a variety of products and accessories that have not been seen in Mexico,” said Vanessa Hernández, a visitor from Mexico. “In particular, the Galaxy Z Flip5’s Flipsuit Case is impressive, allowing me to customize not only the exterior but also the Cover Screen.”
Celebrating With Galaxy: From Busking to a Drone Show
Alongside the grand opening of Flip Side Market Busan, the festive spirit came alive at Gwangalli Beach. Korean singer Mujin Lee’s street performance delighted visitors and set the stage for a memorable celebration.
Mint Beach served as the stage, featuring mint-colored sand reminiscent of the Flip Side Market. Galaxy fans, World EXPO supporters and Busan citizens all gathered on this unique sandy beach, eagerly counting down to the opening of Flip Side Market Busan.
Singer-songwriter Mujin Lee took the stage and shared his high expectations for the new products, Galaxy Z Flip5. His performance featured several hit songs, including “WELCOME TO WORLD EXPO,” which was released in March 2023 to promote the World EXPO 2030 Busan.
Following the opening ceremony, attendees enjoyed a Galaxy Z series-themed Drone Light Show. Countless drones lit up the night sky, forming the shapes of the Galaxy Z Flip5.
Spelling out “Join the flip side,” the drones extended an invitation to a world of endless possibilities as the crowd reached for their cameras to capture the sight. The drones concluded their performance with a final message expressing support for the World EXPO 2030 Busan.
Spotlight on Samsung: Galaxy Takes Over Busan
To spark enthusiasm for the newest devices revealed at Galaxy Unpacked, Samsung strategically placed “Join the flip side” signs and Galaxy Z Flip5 digital out-of-home (OOH) advertisements in key locations throughout downtown Busan in the month leading up to the event.
Samsung’s campaign extended across eight Busan neighborhoods – including Nampo-dong, Seomyeon and Haeundae — persuading consumers to embrace a whole new world alongside the stunning visuals of the Galaxy Z Flip5 and Z Fold5. The excitement generated from the first Galaxy Unpacked event in Seoul, South Korea, carried over to Busan, keeping the momentum alive.
Take a look at the “Join the flip side” campaign in Busan below.
1 Seven global cities including Seoul and Busan, South Korea; New York, U.S.; Paris, France; Berlin, Germany; Bangkok, Thailand; and Dubai, United Arab Emirates.