Samsung is rebranding itself for the Japanese market. Starting today, February 28, Samsung's online store and social networking services in Japan will carry the company's name rather than being known simply as “Galaxy.”
Thanks to this new change, Japan is now joining the rest of the world in calling the Korean tech giant by its proper name, i.e., Samsung. Since 2015, the company abandoned its corporate branding in Japan, both online and in brick & mortar stores, in favor of “Galaxy.” Even its social media accounts and YouTube channel for Japan got rebranded to “Galaxy Mobile Japan,” and customer support centers were labeled “Galaxy Customer Centers.” (via Blog of Mobile)
In other words, the name “Samsung” was entirely gone from Japan, and “Galaxy” took over across the board, both online and offline. Samsung chose to rebrand itself to Galaxy because of political tensions between Japan and South Korea, which affected the economic ties between the two countries. Even as an Olympic Games sponsor, Samsung was careful not to show its real name and instead used the “Galaxy” brand in Tokyo.
Samsung is now ready to shine again in Japan
Needless to say, for the past several years, Samsung distanced its products from its company name and chose “Galaxy” to represent its business in Japan. The Galaxy brand was already established and had a strong reputation. This rebranding was also made in an effort to better compete with Apple.
But times have changed since the major rebranding happened in 2015, and it appears that Samsung is once again comfortable wearing its real name in Japan. Therefore, the Galaxy S23 series is not just that. Now it's the “Samsung Galaxy S23,” and customers in Japan can ask for assistance from Samsung customer care centers, just as they do everywhere else in the world.
To mark the occasion, Samsung's rebranded online shop has special offers on Galaxy Care, which, oddly enough, hasn't been rebranded back to Samsung Care.