Third Samsung Unpacked of the year set for September
Samsung will reportedly host its third Unpacked event of 2025 on September 29 in South Korea. According to Korean outlets like NewsPim and Newsworks, the company will reveal a tri-fold phone, its Project Moohan XR headset, and new AI-powered smart glasses.
This marks only the second time Samsung is bringing Unpacked to Korea, the last being in 2023 with its foldable launch in Seoul.
Tri-fold phone to rival Huawei
The highlight of the event will be Samsung’s much-anticipated tri-fold smartphone. The device has been teased throughout the year, including a concept reveal at Mobile World Congress 2025. With this launch, Samsung officially joins the tri-fold race led so far by Huawei, which has showcased similar models in China.
The move signals Samsung’s intent to push beyond its Fold and Flip series and set a new benchmark in foldable design.
Project Moohan XR headset coming in October
Alongside the tri-fold, Samsung will unveil its Project Moohan XR headset. Developed in partnership with Google and Qualcomm, the device was previewed at Google I/O 2025. Reports suggest the headset will first launch in South Korea on October 13.
The headset will play a central role in shaping the Android XR ecosystem, an area where Samsung hopes to claim an early lead against Apple’s Vision Pro.
AI-powered smart glasses debut
Perhaps the biggest surprise will be Samsung’s AI smart glasses, codenamed Project Haean. First reported by ETNews, these are expected to be audio-first glasses powered by Qualcomm’s AR1 chip. The glasses aim to compete with Meta’s Ray-Ban smart glasses and could be released before the end of 2025.
While launch details remain unclear, Samsung is expected to first test the product in Korea before wider availability.
Why a third Unpacked matters
Industry experts see this third Unpacked as a strategic step. According to Anshel Sag, Principal Analyst at Moor Insights & Strategy, separating these launches allows Samsung to spotlight riskier and more experimental products without affecting established lines like the Galaxy Fold 7 and Flip 7.
This also lets Samsung shape the narrative for Android XR devices while strengthening its position in the foldables race.
What to expect next
Reports suggest the tri-fold phone and XR headset will debut in Korea first, with broader launches in the following months. The smart glasses may follow later in the year, depending on global readiness.
For Samsung, the September event is not just about new devices. It is about reclaiming leadership in foldables and staking a claim in XR and AI-powered wearables.
