Seems like Samsung doesn’t want to wait any longer to one up Apple, its rival in the tech industry. The South Korean tech giant’s Galaxy Unpacked event, where it usually launches new smartphones and other gadgets, is reportedly taking place sometime in July, and for the first time, it will be held in South Korea’s Seoul.

At the Galaxy Unpacked 2023 event, Samsung will be launching its next-generation of foldable smartphones along with other new products.

The Samsung Galaxy Unpacked event will be held at the Convention and Exhibition Center (COEX) in Samseong-dong. “This unique location offers the world an opportunity to experience the captivating blend of past, present and future that defines Seoul,” Samsung said in a statement.

So far, Samsung has held the Galaxy Unpacked in several key cities including New York, London, Barcelona and Berlin after kick starting the first event in March 2o10 in Las Vegas.

Seoul was chosen this year due to its influence on global trends through its innovative and dynamic culture, and it also shows Samsung’s strong confidence in the foldable category.

“The foldable category embodies Samsung’s philosophy of delivering breakthrough innovation that pushes boundaries to reshape the future of mobile experiences,” said TM Roh, President and Head of Mobile eXperience (MX) Business at Samsung Electronics.”Hosting Unpacked in Seoul holds great significance both as it is a city that has become an emerging epicenter of innovation and culture as well as the foldable category,” he added.Over the years, Samsung has improved its foldable smartphones and innovated the user experience since the release of the first Galaxy Fold in 2019.

In February, Samsung held its last Galaxy Unpacked event in San Francisco to introduce three models of the Galaxy S23 series — Galaxy S23, Galaxy S23 Plus and Galaxy S23 Ultra — and Galaxy Book3 laptops, among others.