A New Era of Consumer Engagement
Samsung Electronics Singapore has officially launched Galaxy Flexival, a new digital-first initiative that blends lifestyle storytelling with cutting-edge technology. Designed as an immersive digital hub, Galaxy Flexival puts the spotlight on how Samsung’s flagship devices, the Galaxy Z Fold7, Galaxy Z Flip7, and Galaxy Watch8, are seamlessly woven into everyday life.
With Flexival, Samsung is moving beyond traditional product launches to create an ecosystem-driven experience, one that combines interactivity, influencer-led storytelling, livestreams, and lifestyle tips in a single space.
“Consumers today look for recommendations and authenticity, both online and offline. Galaxy Flexival bridges these touchpoints, offering discovery, entertainment, and inspiration in one place,” said Lynn Chong, head of marketing at Samsung Electronics Singapore.
What Galaxy Flexival Offers Consumers
The Galaxy Flexival hub is designed for discovery, fun, and personal connection. Visitors can explore multiple interactive experiences that highlight how Galaxy devices fit into diverse lifestyles:
- Find Your Flex Quiz — A personality-style quiz that matches users’ hidden talents and daily routines with the right Galaxy device, whether it’s multitasking on the Fold7, quick creativity on the Flip7, or wellness tracking on the Watch8.
- Unexpected Reviewers — A video micro-series featuring Singaporean creators Norbin Ngoh, Xixi Lim, and Raynold Tan, offering refreshing, everyday perspectives on Galaxy products. Produced with Cheil Singapore, the content goes beyond tech specs to highlight real-life usage.
- Unexpected Livestreams — Real-time content hosted by TeamGalaxy influencers, giving viewers a closer look at device features in unconventional settings such as food hunts, travel adventures, or creative studios.
- Lifestyle Guides — Exclusive tips and hacks on how Galaxy devices enhance productivity, fitness, creativity, and entertainment, helping consumers maximise their digital lifestyles.
Samsung says the aim is to turn everyday discovery into a celebration, making product exploration entertaining rather than transactional.
Expanding Storytelling Beyond Screens
While Galaxy Flexival is primarily a digital experience, it complements Samsung’s Flex @ VivoCity, a physical activation space in Singapore where users can interact directly with Galaxy devices. The two platforms work together to create a hybrid journey: consumers can first engage online through quizzes and influencer content, then head to VivoCity to experience the hardware hands-on.
“Galaxy Flexival brings another dimension to our product storytelling, while Flex @ VivoCity ensures those digital interactions translate into real-world connections,” said Chong.
This hybrid approach reflects how consumers in Southeast Asia are shopping in 2025, seeking both digital convenience and offline authenticity before making purchase decisions.
The Galaxy Ecosystem in Focus
At the core of Flexival is Samsung’s Galaxy ecosystem, which integrates devices across productivity, creativity, and wellness.
- Galaxy Z Fold7 —Marketed as the ultimate productivity tool, it caters to professionals and creatives who want laptop-like multitasking in a portable form.
- Galaxy Z Flip7 — With its compact foldable design, the Flip7 appeals to trendsetters, younger consumers, and social media creators who value flexibility and style.
- Galaxy Watch8 — Positioned as a wellness companion, it tracks health, fitness, and lifestyle metrics while integrating seamlessly with the Galaxy ecosystem.
By showcasing these devices in lifestyle settings — from work and travel to fashion and fitness — Samsung emphasises that Galaxy is not just technology but a daily life enabler.
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Cross-Industry Collaborations: Tech Meets Lifestyle
In line with its lifestyle-first approach, Samsung has partnered with Korean beauty brand JUNGSAEMMOOL for the campaign Unexpected Side. The initiative invites consumers to share heartfelt stories about their “Seoulmates”. Winners will receive a professional makeover at JUNGSAEMMOOL’s flagship store, with the experience captured on the Galaxy Z Fold7.
This collaboration underscores Samsung’s strategy of positioning Galaxy devices as cultural connectors bridging technology, fashion, beauty, and wellness. It also reflects a wider trend in marketing: tech brands embedding themselves in lifestyle categories to broaden consumer appeal.
Why Galaxy Flexival Matters in 2025
Samsung’s launch of Flexival comes at a time when consumer behaviour is shifting rapidly. Across Asia, shoppers are increasingly blending online discovery with offline validation. Social media reviews, influencer content, and interactive platforms are now as influential as in-store demonstrations. By offering an integrated ecosystem of quizzes, micro-series, livestreams, and offline activations, Samsung positions itself ahead of competitors still relying on traditional launch strategies.
Industry analysts note that this experiential approach is likely to resonate strongly with younger demographics, particularly Gen Z and Millennials, who prioritise authenticity, personalisation, and community when engaging with brands.
A Step Toward the Future of Tech Marketing
Samsung’s marketing activations have long been industry benchmarks, but Galaxy Flexival signals a more ambitious direction, one where brand engagement is an ongoing conversation rather than a one-time event.
“Flexival is about creating moments that feel personal and relevant, not just pushing devices,” Chong said. “It’s about reimagining how people discover, connect with, and fall in love with technology.”
As competition in the smartphone and wearables market intensifies, Samsung’s move highlights the importance of blending technology, creativity, and cultural storytelling.
Samsung’s Strategy for a Mobile-First Population
Galaxy Flexival may have launched in Singapore first, but Samsung has hinted that similar activations could roll out across Southeast Asia in the coming months. Markets like Indonesia, the Philippines, and Malaysia, all with large, mobile-first populations, are expected to be key expansion grounds.
If successful, Flexival could set a new blueprint for how tech companies approach digital engagement worldwide: making technology not just a product but part of everyday stories. With its mix of interactivity, lifestyle content, and hybrid online-offline experiences, Samsung’s Galaxy Flexival is not just a campaign. It’s a glimpse into the future of consumer engagement, one where innovation is as much about experience as it is about hardware.
