Samsung Sees Rare Growth in This Market, All Thanks to Galaxy S25

While Samsung is a global leader in smartphone markets, it has long struggled in Japan. But thanks to the Galaxy S25 series and its advanced AI features, the company saw a significant boost in shipments in Q2 2025. Market research firms expect that its newly released seventh-generation foldable devices will continue the momentum in the second half of this year.

Galaxy S25 pushes Samsung into third place in the Japanese market

According to data from Counterpoint Research (via Chosun), Samsung’s shipments in Japan grew by 60% in Q2 2025 compared to the same period last year. This boosts its market share to 10% and pushes the firm from fifth to third position in the Japanese smartphone market. Meanwhile, Apple (1st place) and Google (2nd place) hold 49% and 11% of the market share, respectively. The small gap between Samsung and Google suggests that the Korean firm could claim second spot in the coming months.

In Q2 2025, Japanese smartphone maker Sharp’s shipments dropped by 28% compared to the same quarter in 2024. Last year, the company held third place, but now its market share has dropped to 6%, giving that spot to Samsung. Industry analysts say that this growth is the result of growing interest in AI phones among consumers in Japan. Samsung’s flagship Galaxy S25 series, with its cutting-edge AI capabilities, is attracting buyers. Furthermore, the integration of AI features in Galaxy A models has also increased sales in the mid-range segment.

Now Samsung has introduced its new foldable phones, the Galaxy Z Fold 7 and Galaxy Z Flip 7, in Japan. In the first week after the launch, the Fold 7 took first place and the Flip 7 second in sales at NTT Docomo’s online store. This is the first time the Korean company has secured the top spot in sales during the initial week. This suggests Japanese consumers are showing interest in Samsung’s foldable phones. It will be interesting to see whether Samsung will continue gaining market share or face a decline.