Samsung HK unfolds the taste of life with Hins Cheung

Samsung Mobile Hong Kong has tapped local singer Hins Cheung alongside newlyweds Tyson Yoshi and Christy, to promote the new Galaxy Z Fold7 with long-form content.

The campaign's taglines - "Unfold the taste of life" and "Unfolding the Galaxy Z Fold7 is like savouring a perfectly curated tasting menu" - encapsulate the campaign message: the Z Fold7 is not just a device for work, but a tool for enriching life’s most cherished moments. It aims to showcase the flagship device's capabilities, such as its 200-megapixel main camera, multi-angle shooting, and AI and productivity features.

Done in collaboration with local creative agency NoTwo HK, the campaign's core strategy lies in its human-centric approach. Following their much-publicised reunion at Tyson Yoshi and Christy's wedding in Italy, the trio’s latest collaboration has tapped into a real-life connection that resonates deeply with audiences.

As a teaser, Samsung has utilised Cheung’s Threads, where he frequently engages with netizens. Cheung said he is preparing food for Samsung's shoot, and the post has garnered over 380,000 views, 11,000 likes, and 370 shares, MARKETING-INTERACTIVE confirmed.

Central to the campaign is a 20-minute video launched on Cheung’s YouTube channel, featuring Cheung cooking a meal for the couple as a gesture of friendship and warmth, which moves beyond a traditional product demonstration. The approach of long-form content leverages Cheung’s subscriber base for significant organic engagement. By using a platform known for authentic vlogs, Samsung positions the campaign as genuine storytelling rather than a hard sell.

The video is filmed with the Galaxy Z Fold7 and captures a series of heartwarming and comedic moments, making the technology feel accessible and integrated into daily life.

When Cheung is preparing the meal for the couple, the video highlights how he uses features such as Transcript Assist to note food preferences and Circle to Search to find recipes, subtly highlighting the device's functionality as a tool for creativity and multitasking.

Amidst the trio’s authentic friendship and playful chemistry, the video features the Galaxy Z Fold7's ability to capture high-resolution images, along with its AI photo-editing features. It has also utilised the Z Fold7’s unique form factor to capture a range of shots, from wide-angle kitchen scenes to detailed close-ups of food preparation, highlighting the phone’s versatility.

MARKETING-INTERACTIVE has reached out to Samsung for more information. 

Don’t miss: Samsung HK bets on UGC with ‘Galaxy AI one-day editor’ campaign

Back in June, Samsung Mobile Hong Kong tapped into the power of user-generated content with its campaign, "Galaxy AI One-day Editor $25K” (Galaxy AI 一日小編：日酬兩萬五”, offering HK$25,000 prize to fuel creative engagement around its new Galaxy S25 Series. 

The core of the campaign lay in the proposition of turning everyday users into content creators and rewarding their ingenuity. By offering a substantial HK$25,000 for a day's work, Samsung aimed to generate buzz and produce a wealth of authentic content that highlights the photo and video capabilities enhanced by the Galaxy S25 Series AI features.

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