[Edaily Reporter Kim Hyun-ah ] SamsungElectronics(005930)As Samsung’s next-generation foldable phone, the Galaxy Z Fold 8 series, is set to begin pre-orders in South Korea starting on the 28th, the market is divided between anticipation and a wait-and-see attitude.

SamsungElectronics has set the price in South Korea at one of the lowest levels globally, emphasizing that it offers “the most competitive price in the world.” However, from the perspective of domestic consumers, the price—which is 200,000 to 300,000 won higher than the previous model—is seen as a burden. Additionally, some analysts suggest that the recent large-scale discount event, the “Samsung Thank You Festa,” may have absorbed some of the pent-up demand for the new product.

Cheapest in Korea… Over 500,000 won cheaper than in the U.S.

According to the manufacturer’s suggested retail price released by SamsungElectronics, the domestic price of the Galaxy Z Fold 8 (256GB) is 2,278,100 won.

In contrast, the U.S. manufacturer’s suggested retail price is $1,899.99, which amounts to approximately 2.81 million won based on the exchange rate (1 USD = 1,480 KRW). On a simple conversion basis, this is about 530,000 won more expensive than in Korea. Additionally, since U.S. states impose separate sales taxes (ranging from 0% to 10%), the actual price difference becomes even greater.

The Galaxy Z Fold8 Ultra has a domestic MSRP of 2,577,300 won, but the U.S. price is $2,099.99 (approximately 3.1 million won), which is more than 500,000 won higher than in Korea.

Noh Tae-moon, CEO of SamsungElectronics and Head of the DX Division (President), stated at a press conference held immediately after “Galaxy Unpacked 2026” in London, UK, “Our goal is to offer Korean consumers prices that are more competitive than in any other country in the world,” adding, “We will do our best to maintain this going forward.”

This means that even as the cost of smartphones rises due to soaring memory prices caused by the expansion of AI data centers, the company intends to minimize price increases in the domestic market.

“It’s still expensive”… Price increases of 200,000 to 300,000 won compared to previous models create a burden

However, the price burden felt by domestic consumers still remains.

The Galaxy Z Fold 8 is priced at 2,278,100 won for the 256GB model, 2,531,100 won for the 512GB model, and 3,156,600 won for the 1TB model. The newly added top-tier model, the Fold 8 Ultra, starts at 2,577,300 won.

While these prices are lower than in the U.S., they have risen significantly compared to previous models. The telecommunications industry analyzes that the price increase of approximately 200,000 to 300,000 won per model is somewhat dampening initial purchasing sentiment.

An official from a mobile carrier said, “The current atmosphere isn’t as enthusiastic as expected,” adding, “While the price increase is a factor, it also appears that demand has been partially diverted by the recent Samsung Festa, which was a much bigger hit than anticipated.”

The Samsung Festa Effect… Some of the Pent-Up Demand for the Fold 8 Has Been Partially Reflected

A key variable drawing industry attention is the recent Samsung Appreciation Festa.

During the event period (June 8–July 5), SamsungElectronics offered large-scale benefits—such as Onnuri gift certificate rebates and double storage—to customers purchasing Galaxy smartphones. June and July, typically a slow season when pent-up demand increases ahead of the August launch of new foldable models, saw sales of existing flagship models actually rise this year due to the discount effect.

According to the mobile carrier industry, demand for new subscriptions and device upgrades at the three major carriers during the event period reportedly increased by about 10% compared to the same period last year.

The industry believes that some consumers who had been waiting for the new product launch decided that “it’s more advantageous to buy now” and switched to purchasing existing Galaxy models instead.

A telecom industry official stated, “There were cases where consumers who were originally waiting for the new foldable phone brought forward their purchase timing due to the larger discounts,” adding, “It’s possible that some of the initial demand for the Fold 8 has already been met.”

“Folds like a notebook, unfolds like a tablet”… The new Fold 8 form factor targets the MZ generation

Despite the high price

,

interest in the product itself continues.

For the first time this year, SamsungElectronics has established a three-model lineup consisting of the Galaxy Z Fold 8, Fold 8 Ultra, and Flip 8. In particular, the standard Fold 8 is drawing attention for its new design, which sets it apart from previous Fold series models.

The Fold 8 breaks away from the elongated shape of previous foldable phones, adopting a 4:3 aspect ratio by widening the width and shortening the height. When folded, it resembles a passport or small notebook, enhancing one-handed usability, and when unfolded, its 7.6-inch large screen is optimized for watching videos, web browsing, and reading e-books.

Weighing just 201g, it is the lightest model in the Fold series to date. It features a low-reflection display supporting up to 3,000 nits of brightness and Vision Booster technology to improve outdoor usability, while also enhancing Galaxy AI-powered photo editing, document scanning, and video editing capabilities.

In contrast, the Fold 8 Ultra targets users who prioritize work and productivity, featuring a large screen and a 200-megapixel main camera. SamsungElectronics’ strategy is to broaden consumer choice by differentiating the Fold 8 for content consumption and portability, and the Ultra for productivity.

The telecommunications industry assesses that the Fold 8, with its new design, is drawing particular interest, especially among the MZ generation.

An official from a mobile carrier said, “Surprisingly, there are quite a few inquiries about the standard Fold 8 rather than the Ultra,” adding, “The response from young consumers who want a design, portability, and content usability different from existing foldable phones has been positive.”

Samsung Bets on ‘8th-Generation Experience’ Amid Apple’s Pursuit of Foldables Samsung

maintains its lead in the

foldable phone

market, but competition is intensifying.

Market research firm Counterpoint Research forecasts SamsungElectronics’ foldable phone market share at 32% this year. While this still ranks first, it represents a decline from last year’s 40%. In contrast, Apple is expected to capture a 25% market share this year with the launch of its first foldable iPhone.

China’s Huawei has also entered the fray by launching a wide-screen foldable phone.

President Roh Tae-moon emphasized, “Samsung has pioneered the foldable market over eight generations,” adding, “Durability that withstands hundreds of thousands of folds, product refinement, and an experience optimized for foldables are unique strengths of the Galaxy that cannot be achieved overnight.”

SamsungElectronics will accept pre-orders from the 28th through August 3, followed by the official launch of the Galaxy Z Fold8 series on August 7 in South Korea and other major markets.

Attention is focused on whether the company’s pricing strategy—which offers some of the lowest prices globally—and its new form factor strategy will lead to early success, overcoming the effects of price hikes and the pre-purchase surge from Samsung Festa.