Samsung's bet on foldable phones faces major test with slimmer new model
The stakes are high. The South Korean company lost its global smartphone crown to Apple in 2023, and faces growing competition from Chinese rivals like Huawei and Honor.
Meanwhile, Samsung's mainstay chip business has suffered a profit slump stemming in part from its delayed supply of artificial intelligence chips to Nvidia.
Samsung's mobile president and chief operating officer, Choi Won Joon, said his most important mission was to make Samsung a leader in AI-powered smartphones.
'I believe that foldable phones, integrated with AI features, are ready to become mainstream by offering unique, differentiated experience,' he told Reuters in his first media interview since being promoted in March.
He said Samsung aims to take a leadership position in AI by enhancing cooperation with external partners like Google, unlike Apple, which has been using in-house AI technology that has faced delays in adding key features.
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Samsung also in New York unveiled its first smartwatches equipped with Google's AI voice assistant, Gemini, which can make recommendations to the owner such as good locations for a run, as an example.
Premium halo
Samsung said in April that it was pushing ahead with a premium product strategy, as US tariffs threatened to dampen demand and raise component costs.
The smartphone maker increased the US price of Galaxy Z Fold 7 to US$1,999 by 5 per cent from its predecessor Fold 6, while introducing a less expensive version of its Galaxy Z Flip 7 clamshell phone, Flip 7 FE, priced at US$899.
The Samsung Galaxy Z Fold 7 unveiled in New York, US, July 9, 2025. PHOTO: BLOOMBERG
Galaxy Z Fold 7 is equipped with Qualcomm's fast processor, Snapdragon 8 Elite, while Galaxy Z Flip 7 is powered by Samsung's in-house Exynos chips.
Analysts said Samsung's new models tackled some of the issues with foldable phones such as bulkiness, and would create a premium halo around the brand. The Galaxy Z Fold 7 weighs 10 per cent less than its predecessor and is 26 per cent thinner.
But high prices and a lack of use cases mean foldable phones are likely to remain a niche segment, the analysts said, with data from research firm IDC showing they account for just 1.5 per cent of the total smartphone market.
Research firm Canalys predicts Samsung's foldable shipments, which peaked in 2022, will remain flat or slightly declining in 2025, in line with the broader market's flat growth, according to data provided to Reuters.
Samsung's foldable smartphones account for 4 per cent of its total phone sales but 16 per cent of those priced over US$800, Canalys said.
Its data shows Samsung's dominance of the foldable phone segment is being eroded by Honor and Huawei, which are enjoying strong sales, especially in China.
Samsung, which held its unveiling event in New York on Wednesday, will focus on the United States, Europe and South Korea for foldable phone sales, Choi said.
Choi said Samsung is 'working hard' to develop tri-foldable phones, which users can fold three ways, without elaborating on the launch date.
In the meantime, Choi said Samsung accelerated output and shipments of smartphones bound for the US to mitigate the impact of looming US tariffs, without giving details.
Samsung produces its smartphones in Vietnam, which accounts for more than half of its phone output, as well as in South Korea and India.
He also said Samsung has been tackling China's export curbs on rare earth and rare earth magnets by diversifying suppliers beyond the dominant supplier and significantly increasing its own internal stockpiles. REUTERS
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So including his mother-in-law's cai p u in Iru Den's chicken broth and brown butter is the closest he gets to that. Initially, the couple found it difficult to fill their larder with Taiwanese produce. There were few suppliers they could tap in Singapore, so they had to approach fishermen and farmers in Taiwan. Unlike Japan, where produce is brought to a central market and distributed through a tightly organised process, seafood in Taiwan is scattered across its various ports an d d ependent on the whims of fishermen. 'They're a lot more laid-back. If the fisherman wants to fish, he'll fish, but if he doesn't feel like it, then too bad,' observes chef Low, who had to endure a few failed shipments that bit off a chunk of his savings when he first made the switch. Over time, however, the couple cobbled together a reliable band of suppliers through Ms Chen's family connections and fellow chefs. They rebranded as a Taiwanese restaurant in mid-2024 . 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It is known for its sweet, juicy and tender qualities compared with other pork variations, an apparent result of Taiwan's advanced farming methods and careful selection process when it comes to pig breeding,' adds the spokesperson. Despite its moreish quality, a minority of chef Low's customers have baulked at the prospect of a meal sourced mainly from Taiwan. 'Perception is always going to be a problem. Some people think Japanese food is always the best, and everything else is cheaper,' he says. 'So we know our job is to show them better, more interesting alternatives.' Irish ingredients Irish whelk at Luce's buffet. PHOTO: INTERCONTINENTAL SINGAPORE Ireland is sometimes called 'The Emerald Isle', and for good reason too. Its rolling hills and wide pastures are covered in a lush blanket of green, on which animals graze for an average of 220 days a year. This, in turn, makes for robust grass-fed meat and dairy products packed with nutrients. In the cold, clean waters that surround the island, shellfish such as oysters, whelk, crab and lobsters thrive. Now, such natural abundance is making its way to Singapore in greater volumes. In 2024, Ireland exported €42.5 million (S$63.2 million) worth of products to Singapore, a 10 per cent increase compared with 2023. It was an especially significant jump for Bord Bia, or the Irish Food Board, as many markets in Europe and the United States experience only single-digit growth. The most drastic jumps in export numbers were observed in the pigmeat category, which surged by 1 47 per cent. Dairy and beef exports also rose by around 20 and 30 per cent respectively. 'Singaporean consumers and food service professionals prioritise food safety, traceability and nutritional value – areas in which Irish produce excel, thanks to Ireland's grass-fed farming systems and rigorous quality standards. Irish dairy is prized for its rich flavour and purity, while Irish beef and pork are valued for consistent quality and adherence to strict animal welfare practices,' says Bord Bia's South-east Asia director Lisa Phel an. She credits Singapore's dynamic hospitality and food service sectors for driving demand. Restaurants such as Carnaby at Robertson Quay import Silver Hill Irish Duck, while Bread Street Kitchen at Marina Bay Sands serves cuts of Irish Beef . Bord Bia also runs initiatives such as its Taste of Ireland campaign, which ran from March to April . Despite a slight dip in drink and seafood exports, which fell by 9.3 and 3.6 per cent from 2023 to 2024 respectively, demand for those products has increased steadily over the last decade. Eateries such as Luce at InterContinental Singapore continue to swear by Irish seafood. For the last 1½ years, the buffet restaurant has stuck to Irish whelk, which it favours for its consistent texture and clean, briny flavour with a subtle sweetne ss. InterContinental executive chef Kenny Chung, 43, says these whelks have an exceptionally clean and delicate taste profile. Supply has remained stable too. Likewise, Irish oysters – with their plump texture, clean salinity and refined mineral finish – regularly stream into Singapore. 'Compared with oysters from other regions, Irish oysters are less metallic and more rounded in flavour, making them highly versatile and elegant on the palate,' says Mr Carl Verrelst, 37, operations manager at Italian restaurant Le Pristine Singapore at Grand Hyatt Singapore. The restaurant serves Irish Mor oysters. Ms Phelan says Bord Bia will continue to promote Irish produce through a campaign scheduled near Halloween, which borrows some traditions from the Gaelic festival of Samhain marking the beginning of winter. It will showcase Irish meats, dairy, seafood and snack brands such as Keoghs crisps that are new to Singapore. While clouds of geopolitical uncertainty loom over the food industry and its supply chains, she is choosing to focus on the silver lining. She says: 'We see potential US tariffs as an opportunity for Irish exporters who are heavily invested in the US to diversify their markets and expand into Singapore and South-east Asia.' Japanese wine and cheese New Japanese wines served at Odette. ST PHOTO: AZMI ATHNI Japanese produce is far from foreign to Singaporeans. But while wagyu and sashimi have thoroughly infiltrated Singapore's kitchens, Japanese wine and cheese – traditionally seen as European domains – remain more elusive. That could soon change, with the profile of Japanese wine, in particular, steadily growing. According to the Embassy of Japan in Singapore and the Japan External Trade Organization, the value of such exports to the Republic has risen from 18 million yen (S$157,000) in 2020 to 51 million yen in 2024. 'The number of Japanese winemakers who have studied abroad, including in France, has increased in recent years, leading to rapid improvement in winemaking techniques,' says Mr Takeshi Koga, 42, first secretary (agriculture and food) at the Embassy of Japan in Singapore. He adds that international awards and attention have also boosted awareness of Japanese wines. Whereas in the past, many Japanese wineries struggled with international outreach due to language barriers and limited marketing experience, producers and export managers – many of whom are educated overseas – have started to help bridge that gap, notes Mr Daisuke Shibuya, 44. He is the head sommelier at Terra Tokyo Italian, an Italian-Japanese restaurant in Tras Street. 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'The wine programme was always meant to be more exploratory,' says Mr Tan, 37. 'For wine pairings, we focus on bringing people to regions they might not expect. And I like the idea of using Asian wine in Asia.' He makes it a point not to pair Japanese wine with Japanese-style dishes. A smoked egg dish with potato and chorizo goes with a sweet and rich Niigata pinot noir, for instance, while a langoustine dish is served with a Hokkaido white. So far, guests seem to love it, and some have purchased bottles of Japanese wine to bring home. It is cheaper than European wines too. Mr Tan says a top-of-the-range bottle from Japan is priced in the same ballpark as a mid-tier French wine, as the former does not yet have the history to command a higher figure. Even the Japanese have yet to fully embrace the fruit of their vineyards. Suppliers who import Japanese wine to Singapore have told Mr Tan that they get little business from Japanese restaurants, which still view French and Italian wines as the apex. Mr Koga hopes that recognition in Singapore will help to spur interest back home. 'Japan takes pride in its craftsmanship and quality. But like Lexus or Suntory whisky, many products are valued at home only after earning praise abroad.' He also notes the improving quality of Japanese cheese, though this has proven a harder sell. The value of its Singapore exports has hovered around 21 million yen since 2020, through worldwide demand has inched up from 520 million yen to 608 million yen over the same period. However, some fine-dining restaurants have started to pave the way for this new category of cheese. For example, newly minted one-Michelin-starred restaurant Omakase@Stevens' summer menu features cheddar from Nagano. Executive chef Kazuki Arimoto believes that Japanese cheese has immense potential, but its prevalence is curtailed by the lack of established import channels, which makes distribution to Singapore difficult. 'Japanese cheeses offer a more subtle but robust character – not overpowering, yet deeply flavourful,' says the 31-year-old. 'In my cooking, I strive to showcase the individuality of each cheese while ensuring a harmonious balance in the dish.'
