Samsung’s TM Roh at Unpacked in July 2023 in Seoul, South Korea — the last time Samsung hosted a big launch event in Korea.
Jason Hiner/ZDNET
Samsung is set to unveil three new devices — a tri-fold smartphone, its Project Moohan XR headset, and a pair of AI smart glasses — at an Unpacked event on September 29 in South Korea, according to multiple sources in the Korean media (such as NewsPim and Newsworks).
The tri-fold phone isn’t a surprise since Samsung has been talking about it all year and ZDNET captured some video at Mobile World Congress in March 2025. The Project Moohan headset is not a surprise either, since Samsung has been teasing it for years as a collaboration with Google and Qualcomm. Google also demoed Project Moohan in May at Google I/O, where ZDNET’s Kerry Wan and Sabrina Ortiz got the opportunity to try it and were impressed.
Also: I finally tried Samsung’s XR headset, and it beats my Apple Vision Pro in meaningful ways
Samsung tri-fold phone concept at MWC in March 2025.
Kerry Wan/ZDNET
However, the biggest surprise is that Samsung is also on the verge of announcing their competitor to the market-leading Meta Ray-Ban smart glasses. This appears to be what has been codenamed “Project Haean” (haean means seaside or coast in Korean) and first reported by ETNews in Korea earlier this year. These are reported to be audio-only glasses powered by Qualcomm’s AR1 chip for AI smart glasses, and they would presumably run Android XR.
Also: I demoed this rare tri-foldable phone at MWC – it gave me glimpse at Samsung’s next big thing
This would be an unprecedented third Samsung Unpacked event in one calendar year. However, Anshel Sag, Principal Analyst at Moor Insights & Strategy thinks a third event makes a lot of sense this year.
“It’s a good idea, mainly because it allows the company to focus on these riskier bets and newer, more experimental platforms without drawing attention away from product lines likely to have higher volume,” said Sag.
“Having XR devices and a tri-fold in their own event allows Samsung to talk more about the future and not affect its products already shipping in higher volumes, like the Fold7 and Flip7,” he added. “It’s also crucial for Samsung to set the tone for Android XR and to do it right, which means giving it more attention in its own event.”
Hand gestures on the Project Moohan headset, demoed by ZDNET’s Kerry Wan at Google I/O in May 2025.
Sabrina Ortiz/ZDNET
The most recent report from NewsPim states that the September 29 event will be hosted in South Korea and that the XR headset will launch first in Korea on October 13. The other Korean sources report that the tri-fold phone will also launch first in Korea in the coming months and that the smart glasses will launch before the end of 2025 — but it’s unclear whether the glasses would launch locally or internationally first.
Samsung has only hosted one other Unpacked event in South Korea and that was its 2023 summer foldables launch. That one took place in Seoul and I attended it for ZDNET along with other members of the international press.
ZDNET reached out to Samsung for comment on this story and will update the article when we learn more.
