On August 25, 2025, a seismic shift is underway in the South Korean smartphone market, as Samsung Electronics takes bold steps to revamp its flagship Galaxy lineup. Once labeled the "ajeossi phone"—a term associating it with older generations—Samsung is now capturing the attention of the younger demographic.

Thanks to a slew of sleek designs and enhanced artificial intelligence features, the Galaxy brand is seeing a resurgence, especially among users in their teens, 20s, and 30s. Social media buzz has been instrumental in this turnaround, with noteworthy viral content showcasing the appeal of Galaxy phones.

A Viral Sensation Boosts Galaxy's Image

A particularly catchy YouTube video featuring a popular female singer has taken the internet by storm, racking up over a million views in just a month. The hilarious lyrics celebrate the Galaxy experience, with lines like, "From SE to 15, I’ve used all the iPhones you haven’t... But now I use Galaxy! You call me oldie, but I like the 16:9 cinema screen."

Foldable Phones on the Rise

Another trending clip, entitled "The Reason Why I Use Galaxy," lauded the practicality of Samsung’s foldable phones. Lyrics emphasize their convenience with lines like, "You don’t need an umbrella because it stays dry when folded!" This creative approach has resonated deeply with younger consumers.

A Shift in Market Preferences

Poll data from Gallup Korea reveals a remarkable change in consumer mindset. Among users aged 18-29, 46% now prefer Galaxy over Apple’s 50%, up from just 36% last year. As for users in their 30s, Samsung leads with 55% to Apple’s 38%, clearly illustrating its growing popularity.

Engaging Younger Consumers Offline

Samsung’s winning strategy is evident in its offline events, like the Galaxy Unfolders hands-on experience, which drew an impressive crowd—over 75% were in the coveted younger age brackets, underscoring Samsung's appeal.

Record Sales Surge

Counterpoint Research corroborates these findings, revealing that Samsung has dominated 82% of smartphone sales in Korea from January to July—a notable leap of 4 percentage points year-over-year. Preorders for the Galaxy Z Fold7 and Flip7 hit 1.04 million units, a record for Samsung's foldables, while the Galaxy S25 series exceeded 3 million units sold faster than ever in its history.

A New Image with Innovative Technology

Analysts indicate that sleek design updates have contributed significantly to Samsung's facelift. The Galaxy Z Fold 7 is now a mere 8.9 mm thick when folded, showcasing an impressive evolution from the clunky reputation of yesteryears.

AI Innovations Set Samsung Apart

On the AI front, Samsung is speeding ahead by collaborating with Google’s Gemini for state-of-the-art AI features. Notable advancements include conversation translation and superior image editing capabilities. A popular YouTube video showed Samsung’s clever AI eraser outperforming competitors like Apple and Xiaomi in image restoration quality.

A Crucial Moment Ahead

However, as Apple prepares to unveil its new iPhone 17 series in September—including it in the initial launch wave for Korea—Samsung's momentum may face a challenge. Industry analysts caution that Apple’s strong customer loyalty could pose a threat to Samsung’s newfound edge.

The outcome remains uncertain, but one thing is clear: Samsung is making a fierce comeback, shedding the outdated "ajeossi" label and positioning itself as the contemporary choice for the next generation.