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Samsung is poised to make a bold statement in the hardware innovation race with a September 29 Unpacked event in Seoul—only its second-ever Korean product showcase since 2023. According to multiple Korean media reports including NewsPim and Newsworks, the tech giant will debut three groundbreaking devices: a tri-fold smartphone, the long-teased Project Moohan XR headset, and unexpected AI smart glasses codenamed "Project Haean."

The Tri-Fold Frontier

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The tri-fold phone, previewed by ZDNET at Mobile World Congress 2025, represents Samsung's next evolution in flexible displays. Unlike traditional foldables, this device reportedly folds twice—transforming from smartphone to tablet-sized screen. Industry analysts view it as a critical test for Samsung's display leadership as competitors race to market with multi-fold designs.

Immersive Ambitions: Project Moohan

Developed with Google and Qualcomm, the Project Moohan XR headset leverages Android XR and impressed ZDNET testers at Google I/O with its hand-tracking precision and visual fidelity. Unlike Apple's Vision Pro, Samsung's approach prioritizes lightweight ergonomics and deeper Android ecosystem integration. "It's crucial for Samsung to set the tone for Android XR," notes Anshel Sag, Principal Analyst at Moor Insights & Strategy, who endorses dedicating a separate event to these "riskier bets."

The Dark Horse: AI Smart Glasses

Most unexpected is Samsung's entry into the smart glasses arena—a direct challenge to Meta's Ray-Ban. Codenamed Project Haean (Korean for "seaside"), these audio-focused glasses run on Qualcomm's AR1 Gen 1 platform for on-device AI processing. Early reports suggest Android XR integration could enable unique multimodal interactions, positioning them as AR companions to Samsung's headset.

Why Three Unpackeds Matter

Hosting a third 2025 Unpacked—a first for Samsung—signals strategic urgency. By isolating experimental devices from mainstream flagships like the Fold7, Samsung avoids cannibalization while amplifying focus on ecosystem plays. The Korean-first launch strategy (XR headset reportedly debuts October 13 locally) also suggests Samsung is prioritizing home-market feedback before global expansion.

As foldables mature and XR battles intensify, Samsung's triple reveal isn't just about devices—it's a statement about owning the future of spatial computing. Success could cement Android's role in immersive tech; failure might cede ground to Apple's entrenched ecosystem. Either way, September 29 marks a pivotal moment for wearable innovation.