Samsung Electronics Holds 'Unbox and Discover' Event... Introducing New TV Models

by Han Yeju

Published 14 Apr.2023 08:50(KST)

Offline Event Venues Set Up for Major Corporations in the US, Australia, Singapore, etc. After 3 Years

Samsung Electronics held the 'Unbox & Discover 2023 (hereafter U&D)' event to introduce this year's TV lineup worldwide.

On the 14th, Samsung Electronics announced that this year's U&D event was conducted simultaneously online and offline by global subsidiaries under the theme of 'Global One Launch.' This is the first time in three years that the U&D event, which was held online during the COVID-19 pandemic, has been held offline again.

Major subsidiaries in the United States, Australia, Singapore, and other countries set up event spaces to introduce this year's TV lineup centered on Samsung Neo QLED 8K, inviting business partners, media, and influencers.

Samsung Electronics 'Unbox & Discover 2023' event scene. [Photo by Samsung Electronics]

Samsung Electronics' U.S. subsidiary held the U&D event at 'Samsung 837,' the Samsung Electronics experience center in New York, which recently reopened after remodeling. The event focused on introducing the improved functions and sizes of Samsung Neo QLED 8K and 4K compared to last year. Tech media outlet TechRadar praised the top-tier Neo QLED 8K lineup, QN900C, saying, "There were many moments when I quietly gasped while watching the picture quality," and described it as "an experience unlike any other TV test I have ever done."

The Australian subsidiary held the U&D event in Sydney from the 3rd to the 6th, recreating real home environments such as living rooms, kitchens, game and movie rooms, and bedrooms to showcase scenarios where Samsung TVs blend into users' lifestyles. They especially invited influencers to share the U&D event live across various social platforms and posted various product usage scenarios implemented at the U&D venue on the official Instagram account of the Australian subsidiary.

At the event held by the Singapore subsidiary at Marina Bay Sands, visitors took docent tours around a total of eight zones, sharing their experiences with various new products in real time through social postings.

European subsidiaries in Germany, the United Kingdom, the Netherlands, Hungary, Serbia, and others also held online and offline events. Among them, the Hungarian subsidiary invited about 10 media representatives from IT, lifestyle, and interior design fields to a well-known local restaurant, providing a networking time with brunch where they could experience Samsung TV’s new product lineup.

Serbian local media Telegraf said, "It was a great opportunity to experience various new products all in one place," adding, "The home cinema experience is becoming an increasingly important and interesting part of life for many people."