Samsung opens flagship store in central Seoul

The Samsung Gangnam store will focus on Generation Z consumers.

Samsung Electronics announced the opening of a 6-story flagship store in the heart of Seoul. The Samsung Gangnam store will focus on Generation Z consumers, providing a unique personalized shopping experience.

“The area near Gangnam Station has always been a place for young people to gather and spend time together,” Jung Ho-jin, vice president of Samsung’s mobile experience division, said.

The company expects the new flagship to be a “playground” for young consumers, allowing them to explore and use the brand’s latest technology and developments. The Samsung Gangnam flagship will have a total area of 2,000 square feet. The retail space will be located near the Apple Store.

The store will combine an after-sales center, seminar and lecture space, a small Galaxy museum, a coffee shop and Instagrammable photo areas filled with artwork. The opening of the flagship follows recent news about the declining popularity of Samsung’s Galaxy smartphones among young people. According to recent data, Korean youth in their 20s increasingly favor the iPhone.

Samsung is preparing to hold its first Samsung Galaxy Unpacked event in Korea in a month, featuring the latest foldable phones, watches and other innovative products. As of the second quarter of 2023, Samsung operates 360 Samsung Digital Plaza stores across South Korea.