Samsung was the fastest growing mobile brand in Japan

In Q2 2025, Samsung shipped the highest number of smartphones globally among all its rivals, making it the number one mobile brand in the world. Sadly, the same wasn't the case in the Japanese smartphone market last quarter. That being said, it was the fastest growing mobile brand there, all thanks to the Galaxy S25 and Galaxy A25.

Counterpoint Research has published an analysis on the Japanese smartphone market in Q2 2025. According to it, Samsung had a 10% market share, giving it the third spot on the chart. What’s interesting is that it was the fastest growing mobile brand there, with 60% year-over-year (YoY) growth (it had a 7% market share in Q1 2025).

The research firm says that the major credit for the growth goes to the Galaxy S25 and the Galaxy A25, which have also been a global hit. It says that “deeper carrier partnerships” and “aggressive TV + digital marketing” also helped the brand to grow at the rate it has. In the first and second places were Apple and Google with 49% and 11% market shares respectively.

In the third quarter, Samsung launched its latest flagship smartphones with foldable displays, the Galaxy Z Fold 7 and the Galaxy Z Flip 7, which have been an instant hit in the market. With that and the Japanese people adopting such gadgets very quickly, the South Korean tech giant’s share in the country's mobile market should grow even higher by the end of this year.