Samsung Electronics officially launched its latest Galaxy S25 series in Japan last week, aiming to reclaim market share in a region dominated by Apple. While Japanese consumers remain highly loyal to the iPhone, Samsung now faces an additional challenge from Chinese smartphone maker Xiaomi, which has been rapidly expanding in the market.
Samsung introduced the Galaxy S25 series in Japan on Feb. 14, a week later than its domestic launch in Korea. Previously, the company released new smartphones in Japan two to three months after their global debut. However, recognizing Japan as a key premium market, Samsung seems to have advanced the launch schedule to gain a competitive edge.
As part of its aggressive branding strategy, Samsung has opted to use the “Samsung” logo on its new devices, replacing the "Galaxy" branding it had used exclusively in Japan since the Galaxy S6 in 2015. This shift was originally made due to strong domestic consumer nationalism and strained Korea-Japan diplomatic relations. However, Samsung reverted to its original branding with the Galaxy S23 in 2023.
Despite these efforts, Samsung continues to struggle with declining market share in Japan. Until 2023, Samsung held around 10 percent of the market, ranking third behind Apple and Sharp. However, competition from Google and Chinese manufacturers has intensified, further eroding Samsung’s position.
To regain traction, Samsung has ramped up marketing and distribution efforts, though results have been mixed. The company is positioning the Galaxy S25 as a "true AI smartphone" to attract tech-savvy Japanese consumers.
A significant boost comes from SoftBank’s decision to resume Samsung smartphone sales after a decade-long hiatus. This means all three major Japanese carriers—NTT Docomo, KDDI and SoftBank—now offer the Galaxy S25 series.
SoftBank had halted Galaxy sales in 2014, after securing exclusivity for Apple’s iPhone in 2008. With a 25 percent market share in Japan, SoftBank’s renewed partnership with Samsung could significantly expand the reach of the Galaxy S25, sources say.
According to market research firm Canalys, as of the third quarter of 2024, Samsung held 5 percent of Japan’s smartphone market, ranking fifth as shipments fell 39 percent year-over-year.
Apple remained the undisputed leader with 56 percent, followed by Google (12 percent), Xiaomi (6 percent) and Sharp (5 percent). Notably, Xiaomi saw its Japanese smarthone shipments more than triple during the same period, positioning itself as a strong contender for second place.
Despite the challenging landscape, expectations remain high for the Galaxy S25 in Japan. The series set a record for the highest preorders in Galaxy history, selling 1.3 million units in Korea within 11 days. While daily sales figures slightly trail the Galaxy S24, the Lunar New Year holiday period likely impacted early reservation numbers.
Another key strategy is the integration of PayPay, Japan’s leading mobile payment service with approximately 59 million users. Starting Feb. 25, Galaxy smartphones will support Samsung Wallet, marking the first time a local smartphone wallet in Japan will come preinstalled with PayPay.
Additionally, Samsung is expanding its wearable ecosystem in Japan. Following the January launch of the Galaxy Fit3 smart band, the company plans to introduce the Galaxy Ring, a smart wearable for 24-hour health monitoring. First unveiled in Korea in July 2024, the device is designed to integrate AI-driven health-tracking features within Samsung’s ecosystem.
“Rather than seeking an immediate surge in market share, Samsung appears to be playing the long game—building brand value and expanding its AI ecosystem. While Apple’s dominance remains unchallenged, gradual market penetration is expected over time,” said an industry source who requested anonymity.
yeeun@heraldcorp.com
