Samsung Re-Establishes Its Presence in Japan, Moving Beyond The “Galaxy” Brand
Beginning today, February 28, Samsung is launching a rebranding effort for its presence in the Japanese market. Instead of being referred to as simply “Galaxy,” the company’s online store and social networking services in Japan will now carry the Samsung name.
Since 2015, Samsung has been rebranded as “Galaxy” in Japan, both online and in physical stores. Social media accounts and YouTube channels were changed to “Galaxy Mobile Japan” and customer service centers were labeled “Galaxy Customer Centers”. However, due to a recent change, Japan is now following the rest of the world in using the company’s proper name of “Samsung”. This is a major milestone for the Korean tech giant.
Due to the political tensions between Japan and South Korea, which caused a disruption in their economic ties, Samsung decided to rebrand itself to Galaxy in Japan. This meant that instead of the Samsung name, Galaxy was used everywhere, both online and offline. Even when Samsung was a sponsor of the Olympic Games in Tokyo, the company was careful to not display its name, and instead used the Galaxy branding.
For the past few years, Samsung has opted to go by the name “Galaxy” for its products in Japan rather than using its company name. This was done as the Galaxy brand was already well-known and highly regarded. Additionally, by rebranding its products, Samsung could more effectively compete with Apple. years, Samsung has moved away from using its company name and instead opted to use “Galaxy” to represent its business in Japan. This was done to take advantage of the already established and well-regarded Galaxy brand, as well as to better compete with Apple.
Since the major rebranding of 2015, Samsung has once again returned to using its original name in Japan. As a result, the Galaxy S23 series is now widely recognized as the “Samsung Galaxy S23”. Additionally, customers in Japan can now receive assistance from Samsung customer care centers, just like other countries across the world.
In celebration of this change, Samsung’s online shop is offering exclusive discounts on Galaxy Care (formerly known as Samsung Care).