Samsung takes its foldables out and about with ‘Haus of Fold’

Samsung Malaysia is taking its latest foldable devices beyond the retail shelf with "Haus of Fold", a travelling experiential activation that invites consumers to get hands-on with the new Galaxy Z Fold8 lineup through interactive challenges, rewards and local celebrity moments.

The activation has been making its way across major shopping malls in Kuala Lumpur, kicking off at Pavilion Kuala Lumpur from 12 to 16 August, before moving to Sunway Pyramid from 19 to 23 August and 1 Utama Shopping Centre from 26 to 30 August.

At each stop, visitors can experience Samsung's latest foldable devices while taking part in interactive activities and challenges designed around the brand's #MeetTheFold campaign.

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At the activation, consumers can take on the “Catch the Fold” challenge for a chance to win prizes, while other experiences include complimentary coffee, personalised stickers and exclusive goodies.

The activation also gave Samsung an opportunity to bring a strong local cultural element into its latest product launch, with Malaysian singer Siti Nurhaliza making a special appearance at the Pavilion Kuala Lumpur stop on 14 August.

Prior to revealing her identity, Samsung teased the appearance on social media by describing its mystery guest as “the soundtrack of Malaysia” and “the icon we all know and love”. The reveal subsequently confirmed Siti Nurhaliza as the “beloved Malaysian icon” featured at the "Haus of Fold".

During the appearance, Siti shared her experience using the Galaxy Z Fold8, with the singer's involvement adding a local cultural touchpoint to Samsung's latest foldable launch.

The activation formed part of a wider star-studded Galaxy Z Series celebration, which also saw the lead cast of upcoming Malaysian action thriller Takluk 2: Op Daulat! make an appearance.

Actors Syafiq Kyle, Mimi Lana, Kamal Adli and Anas Ridzuan previewed the trailer for the upcoming film and shared their experiences of filming with the Galaxy Z Series.

The entertainment tie-in comes as Malaysia celebrates its 69th year of independence, with Samsung positioning the Galaxy Z Series alongside local entertainment and cultural experiences.

The brand said the values of courage, resilience and patriotism associated with the country's independence celebrations are brought to life on the big screen through Takluk 2: Op Daulat!.

Samsung Malaysia president Charles Kim said the latest generation of Galaxy Z devices marks another chapter in the brand's foldable journey, while pointing to the growing adoption of the category among Malaysian consumers.

“We would like to thank all Malaysians for making the Galaxy Z Series truly your choice of foldables. The incredible response from both consumers and media reflects how Malaysians are embracing new possibilities and making foldables part of their everyday lifestyle,” said Kim.

He added that Samsung is giving consumers more ways to create and connect “on their own terms”, arguing that the consideration has shifted from whether consumers should own a foldable to which foldable best fits their lifestyle.

The localised approach extends beyond the "Haus of Fold" experience.

In a separate launch announcement, Samsung highlighted partnerships with eight familiar Malaysian brands and services, namely AmBank, CelcomDigi, Gigi Coffee, GSC Cinemas, iQIYI, Maxis, Maybank and ZUS Coffee.

The partnerships are designed to bring everyday activities, from watching films and grabbing coffee to staying connected, managing finances and streaming entertainment, into the Galaxy Z Fold8 experience.

Samsung said the approach was intended to create a foldable experience that feels “distinctly Malaysian”, combining the new form factor with familiar routines and services.

The Galaxy Z Fold8 and wider Galaxy Z Series launched in Malaysia with promotional offers running from 14 August to 4 October 2026, with Samsung offering savings of up to RM1,909.90 across selected devices.

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