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Millennials and Gen Z, collectively known as Gen MZ, have had unique experiences growing up in the digital age, making them adept at navigating the digital ecosystem in their daily lives.
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| Breakfast Café Keychain and Galaxy Z Flip5 Bread Case |
“For this customer base, personalization is not just limited to displaying their name on the phone screen or engraving it on the back of the case and earphones, but also has to show its sincerity and meaning,” said Sangho Jo, President and CEO of Samsung Electronics Southeast Asia and Oceania.
According to Samsung’s consumer research on the premium smartphone market, 79% of respondents preferred cases with unique designs created by local artists. Additionally, 8 out of 10 Gen Z consumers said that personalization allows them to express their individuality. Therefore, brands that understand local values and culture can build deeper relationships with Gen Z.
Samsung has long encouraged users to express their individuality and preferences through its innovations, products and services. As an essential part of Gen Z’s daily lives, smartphones are a prime example of how Samsung leverages technology and innovation to deliver deeply personalized experiences, allowing users to customize their Galaxy experience.
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Samsung x You campaign images |
Personalization isn’t just limited to mobile devices. Consumers are also looking to express their aesthetic tastes through customizable home appliances like Samsung Lifestyle TVs and Bespoke refrigerators, and enrich their home experiences with personalized aspects that SmartThings brings.
In a world where consumer behavior is constantly changing and influenced by factors such as social media trends, viral challenges, recommendations from friends, and global events, celebrating individuality has endless appeal. That’s why Samsung is constantly innovating and designing to help users express themselves, from personalizing devices inside and out to upgrading personal experiences to users’ needs through bespoke services.
The most recent example is Samsung x You, a campaign built on collaborations with local artists and communities. The campaign aims to help users express their individuality and celebrate local culture and community through their favorite devices. Samsung x You is also a call to global awareness and local relevance.
In parallel with the Samsung x You campaign, Samsung also launched an exclusive Breakfast Café accessory collection in Southeast Asia and Oceania. The Galaxy Z Flip5 exclusive accessory collection includes both original Samsung designs and collaborations with local partners.
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“Personalization is an inevitable trend in the future and is especially strong in the SEAO region, as Gen MZ consumers are becoming a dominant force in the market in the coming years. With unique generational experiences, Gen MZ consumers expect a change in the way brands approach user experiences. Brands that can effectively combine personalization, authenticity, flexibility and privacy can not only win over Gen MZ consumers but also lay a solid foundation for future success,” shared Mr. Sangho Jo.
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