AUCKLAND, New Zealand – November 2024 – Samsung Electronics Co. Ltd unlocks a blast from the past with the launch of its Y2K 4eva collection of mobile accessories in the Southeast Asia and Oceania (SEAO) region, which aims to bring Y2K style roaring into the present. A nod to trends in the 2000s, the new Y2K 4eva collection features bold, playful and nostalgic accessories exclusively designed for the Galaxy Z Flip6 and Galaxy Buds 3 series, including special designs in collaboration with Paul Frank and MILO.

Based on a study by GWI, Y2K era pop culture has been making a resurgence in recent years as Millennials and Generation Z (Gen Zs) feel particularly nostalgic for media in the 2000s¹. Millennials and Gen Zs are adding their own twist by infusing 21^st century kitsch and digital retrofuturism into their day to day, such as thrifting and the use of film filter effects for digital photography, which have become a trend among this specific demographic.

Innovative Design Meets Iconic Style

The launch of the Y2K 4eva collection is not just about accessories, but also a time capsule that reminds of the simple and fun years of our youth, when our love affair with technology was still new, at the dawn of the early internet heralded by the buzz of dial-up connections. The collection will feature Samsung original Y2K 4eva designs that are bold, playful and nostalgic, sporting disco motifs and a back-to-school vibe many will love.

As part of this year’s Y2K 4eva collection, Samsung has collaborated with Paul Frank to feature designs set in Planned Pines, a utopian universe that is a reminder of fun, playful and fearless times before the complexities of adulthood set in, adorned with Paul Frank’s beloved Julius the Monkey.

Paul Frank sits at the intersection between nostalgia and fashion, embracing fun, light-hearted moments that reflects the next generations’ individuality while promoting inclusivity and community.

Samsung has also collaborated with MILO to create a uniquely designed phone case that is reminiscent of a recess favorite and a generational household staple that many have. For many, the love for MILO often begins at childhood – the iconic cocoa malt beverage for a school morning breakfast, or an energizing pick-me-up during sports days and recess. This collaboration celebrates the timeless joy that MILO brings, connecting with fans who grew up loving MILO. The iconic MILO tin featured in the phone design pays homage to the heritage that remains a staple in many Kiwi homes, igniting fond memories of growing up.

Accessories in the Y2K 4eva collection range from phone cases with animated cover screen wallpapers for the Galaxy Z Flip6, Buds case for the Galaxy Buds 3 series, Griptoks, and sticker sheets. They will be up for grabs in New Zealand through social contests, giveaways, and purchase redemptions.

“The Y2K movement has grown in popularity among Millennials and Gen Zs today. At Samsung, we are excited to bring a fresh and playful twist to our latest Galaxy devices through this movement by empowering our fans and users to explore the styles that resonate with who they are and what they like,” said ChonHong Ng, VP, Head of Regional Marketing, Samsung Electronics Southeast Asia and Oceania. “Our Y2K 4eva collection, in collaboration with iconic brands like Paul Frank and MILO, reflects our efforts as a distinctive brand that continues to innovate, offering our customers unique accessories that are functional and also serve as a form of self-expression.”

“Together with Samsung, we are excited bring new ways for Paul Frank fans to have meaningful engagements with Julius and his friends. We are delighted to to collaborate on this exciting Y2K 4eva collection with the Samsung team and bring together playful and fun accessories that both our customers will be sure to enjoy” said Michael Puglisi, Brand Director & Global Licensing, Futurity Brands

From mid-November onwards, these accessories will be available online at Samsung.com/nz.

About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, home appliances, network systems, and memory, system LSI, foundry and LED solutions, and delivering a seamless connected experience through its SmartThings ecosystem and open collaboration with partners. For the latest news, please visit the Samsung Newsroom at https://www.samsung.com/nz/news/.

About Futurity Brands

Futurity Brands is purpose driven, brand management company focused on serving brands that can create a better tomorrow. Established in 2019 and operating out of Geneva, Singapore, Hong Kong, Shanghai, Sydney and Tokyo, Futurity Brands is a Swiss company that invests in brands and innovation that provide consumer centric solutions to global challenges. For more information, please visit www.futuritybrands.com or contact info@futuritybrands.com.