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Italian Prime Minister Giorgia Meloni uses a Samsung Galaxy Z Flip 7 gifted by President Lee Jae Myung during an official luncheon in Seoul on Jan. 19, 2026. Courtesy of The Presidential Office |
SEOUL, January 21 (AJP) - Selfies taken by South Korean President Lee Jae Myung have served diplomatic and branding purposes alongside their social media role. During a state visit to Beijing, selfies were taken on a Xiaomi smartphone gifted by Chinese President Xi Jinping. More recently, photos during Italian Prime Minister Giorgia Meloni’s visit to Seoul were taken on a Samsung Electronics device.
President Lee gifted Meloni a pink Galaxy Z Flip 7, matching the prime minister’s well-known preference for the color. While the idea of gifting a smartphone may echo Xi’s earlier gesture, it also underscored Seoul’s confidence in Samsung’s foldable leadership — a category the company pioneered and continues to dominate.
Foldable smartphones have moved beyond novelty into the ultra-premium segment as durability, performance and software optimization have improved. The appeal now extends beyond design and status to functionality, particularly larger, tablet-like displays that enable multitasking and productivity.
Market research firm Counterpoint Research forecasts global foldable smartphone panel shipments will rise 46 percent in 2026, signaling renewed expansion after several years of uneven demand. Foldable smartphone shipments are expected to grow about 14 percent in 2025 before accelerating to roughly 38 percent in 2026.
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Graphics by AJP Song Ji-yoon |
Grand View Research estimates the global foldable smartphone market at $27.79 billion in 2024 and projects it will more than double to $74 billion by 2030, growing at an average annual rate of 13.5 percent.
Much of the renewed traction is expected to come from Apple’s entry into the segment.
“Apple’s entry into the foldable market will act as a key growth driver,” said Guillaume Chansin, research director at Counterpoint Research. “The launch of a foldable iPhone is expected to reinvigorate the foldable smartphone segment and significantly boost panel shipments in 2026.”
Despite the looming competition, Samsung Display is expected to remain the dominant supplier of foldable OLED panels, with its global market share projected to exceed 50 percent. The growing adoption of book-style foldables is also expected to lift average selling prices, Counterpoint said.
The market is also shifting in form factor. While clamshell-style models such as the Galaxy Z Flip series continue to attract attention for their compact design and fashion appeal, book-style foldables are gaining a larger share of value and profitability, driven by demand for bigger screens and productivity-oriented use cases.
Multi-fold devices, including tri-fold models, are expected to account for only a low single-digit share of the market in 2026.
Samsung strengthened its position in 2025 after regaining momentum in the premium foldable segment. The company held about 64 percent of the global foldable smartphone market in the third quarter of 2025, up from 56 percent a year earlier, according to Counterpoint Research.
Analysts say 2026 could mark a turning point as foldables transition from niche products to a more established premium category amid intensifying competition.
“Brand loyalty between Apple and Samsung remains strong, but younger consumers are becoming less defined by legacy preferences,” said Park Jung-eun, a professor of business administration at Ewha Womans University.
“Among Gen Z users, there is growing interest in differentiation and design-driven devices rather than simply following long-standing brand norms.”
Samsung Electronics said it was unable to confirm whether the device had been provided as part of any sponsorship arrangement.
Whether heightened visibility and renewed momentum translate into sustained growth will depend on pricing, software optimization and competition — particularly as Apple prepares to enter the foldable arena.
Candice Kim 기자 candicekim1121@ajupress.com
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