MANILA, PHILIPPINES – 04 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 2000s[1]. Millennials and Gen Zs are adding their own twist by infusing 21st 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 reflect 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 SEAO 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 across the SEAO region through social contests, giveaways, and purchase redemptions[2].
“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 to bring new ways for Paul Frank fans to have meaningful engagements with Julius and his friends. We are delighted 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.
“We are delighted to partner with Samsung to bring something fresh to MILO fans from across SEAO. As a generationally well-loved brand, this Y2K interpretation would be especially special for those who started loving MILO as kids-back in this era. It is an homage to the timeless joy and nutritious energy that MILO brings to families across the region,” said Michelle Marie Avarillo, Global Category Business Head – Kids & Teens Nutrition at Nestlé.
[1] Based on a study conducted by GWI, a consumer research agency, where 6,390 internet users aged 16-64 were asked about media from the past that they feel nostalgic for.
[2] Paul Frank collaboration accessories are available in the
