Samsung HK positions new foldables as 'grandmaster' in fresh push

Samsung Mobile Hong Kong has launched a multi-layered campaign for its eighth-generation foldables, positioning the brand as the city's foldable "grandmaster” (宗師).

Running until late October, the GEN8 campaign is a collaboration with local agencies Secret Tour Hong Kong and NoTwo HK. It targets a mass audience, particularly iPhone "switchers", to persuade them to switch to Samsung by promoting its newly launched Galaxy Z Fold8 Ultra, Galaxy Z Fold8, and Galaxy Z Flip8.

As the foldable phone category grows, the campaign reflects a clear strategic choice: experience-led. As foldables move from niche to mainstream and the category attracts new players, Samsung Hong Kong is leaning on its depth of experience and hands-on trial rather than headline claims alone.

At the heart of the campaign is the key visual with the tagline “八代宗師 · 軟硬兼先”. It plays on the Cantonese idea of a “grandmaster” and on the phrase “軟硬兼施”, reworked as “軟硬兼先” to signal leadership in both software and hardware. The English line, "GEN8: Mastered inside and out," carries the same idea for bilingual audiences.

Samsung has staged a storefront takeover at its channel partner's stores, with oversized Galaxy Z Foldable installations set on lilac book-shaped plinths. These bring the big-screen foldable experience to passers-by, from tap-to-pay with Samsung Wallet to "Quick share", turning the shopfront into a walk-up demo just as consumers weigh up their next upgrade.

With more iconic K-pop concerts coming to Hong Kong, such as BIGBANG's upcoming show at Kai Tak Stadium, Samsung has tied this into its positioning of foldables as a concert companion. It has offered a dedicated concert bundle that users who activate Samsung Wallet and register by 18 October can receive up to HK$200 in convenience store e-cash vouchers and unlock a chance to buy tickets to a November K-pop concert.

Anchored by the Cantonese creative platform "八代宗師", the campaign has also brought together a heritage-led media story, a three-day public activation at Central Market fronted by Cantopop duo FAMA, and a hands-on programme with close to 50 local creators. FAMA opened the event with an "8-Second Rule Challenge", using the Z Flip8 as a timer while demonstrating multitasking, Galaxy AI and photo-editing hacks on the Z Fold8 Ultra and Z Fold8. The challenge was also published as collaborative content on Instagram. 

To turn the trial into social proof, Samsung Hong Kong invited nearly 50 local creators, from celebrities to micro-influencers, to live with the new devices. Among those who took part were local singer Feanna Wong on the Z Fold8, and gaming creator Tat Gor (達哥) and actor Wong You Nam on the Z Fold8 Ultra.

YiYin Zhao, managing director, Samsung Electronics Hong Kong, said: "Seven years ago, when we introduced the world’s first commercial foldable smartphone, many questioned whether bending screens were just a tech novelty. Today, as the whole industry converges on the foldable form factor, our message to those just entering the space is simple: welcome to the fold. Healthy competition pushes technology forward and gives consumers more choice," said YiYin Zhao, managing director, Samsung Electronics Hong Kong.

"But flexible glass is only the first step. Perfecting the foldable experience is a marathon of relentless refinement, from ergonomics that feel natural in one hand to software and Galaxy AI that adapt as you fold. The Galaxy Z Fold8 carries eight generations of real-world user feedback, and that is something no one can fast-forward. With GEN8, we wanted Hong Kong users to feel that mastery first-hand," Zhao added.

Don't miss: Samsung finds a Tim Cook who’s ready to switch sides

As the foldable phone trend has risen, with iPhone entering the market with its latest iPhone Duo, Samsung has launched campaigns poking fun at the tech giant's latest moves. For example, Samsung New Zealand recently found itself a rather convenient new Galaxy convert: Tim Cook. Just not "that" Tim Cook.

In a series of cheeky social videos, the brand enlisted Tim Cook from Palmerston North, New Zealand, to sing the praises of its Galaxy Z Fold8, playing on the name he shares with Apple CEO Tim Cook.

Samsung Mobile US also took to X on 10 September with a string of posts reacting to Apple's launch. “So far, so same,” it said alongside the hashtag #ItsTimeToSwitch, before following up with several digs at Apple's products and features.

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