This article is translated by AI company Flitto and Alhpa Biz neural machine translation technology

삼성전자 서초사옥 모습 (사진=연합뉴스)

 

[Alpha Biz=(Chicago) Reporter Kim Jisun] Samsung Electronics held a new product presentation in Japan on the 6th and announced the launch of its latest flagship smartphone called "Galaxy S23 Series." 

 

The new product presentation was broadcast live on YouTube. On this day, the female host held the cream Galaxy S23 and green Galaxy S23 Ultra in her hand. The Galaxy S23 Plus is not available in Japan.

If you look closely at the back of the Galaxy S23 Ultra in a woman's hand, you can see that the "SAMSUNG" logo is clearly engraved, not "Galaxy." It is the first time in eight years that Samsung's English logo has been imprinted on Galaxy smartphones released in Japan. 

 

Since the launch of the Galaxy S6 in 2015, Samsung Electronics has removed the Samsung logo and put forward the Galaxy logo. Japan was the only market in the world that sold products only under the "GARAXY" brand except for the company's name.

This is because Japanese consumers have especially preferred their smartphones such as Sharp and Sony, and awareness of Korean products has worsened as diplomatic relations between Korea and Japan have worsened.

In order to boost its market share in Japan, Samsung Electronics hid the "SAMSUNG" brand, which gives the impression that it is a Korean company, and carried out marketing locally only with "Galaxy." Samsung Electronics' revival of the "SAMSUNG" brand for the first time in eight years is interpreted as reflecting its confidence along with the popularity of the Galaxy, which has recently increased in the Japanese market.

According to Strategy Analytics (SA), a global market research company, Samsung Electronics had a 10.5% market share in the Japanese smartphone market last year. It jumped to second place after Apple (56.1%). In particular, sales exceeded 1 million units in the first quarter of last year. It was the first time in nearly 10 years that Samsung Electronics sold more than 1 million units in the Japanese smartphone market in the first quarter since 2013.

Samsung Electronics changed not only its Japanese homepage but also its YouTube channel, Instagram and Twitter account names from "Galaxy Mobile Japan" and put the "Samsung" brand back on the front page.

The Galaxy Studio, where you can experience Galaxy products, will also resume operation. It plans to open studios in Tokyo, Nagoya, Kansai and Fukuoka and start to target Japanese consumers in earnest.