01.07.20

Samsung pulls out of IFA 2020 to hold own virtual event instead

IFA 2020 NL
SOURCE: MESSE BERLIN

It has been reported that Samsung has decided to not take part in IFA 2020’s in-person trade show concept due to the ongoing coronavirus pandemic.

Following early reports of the news from The Korea Herald, a spokesperson from Samsung told TechCrunch that it plans to hold its own virtual event.

“We have taken the exciting decision to share our latest news and announcements at our own digital event in early September,” the spokesperson revealed. “While Samsung will not be participating in IFA 2020, we look forward to our continued partnership with IFA in the future.”

Organisers of IFA 2020, one of the world’s largest consumer technology trade fairs, announced back in May that it would go ahead as an in-person event in Berlin from 3-5 September this year. The new concept will see four standalone events being held with no more than 1,000 attendees for each day to keep within the restrictions imposed by the Covid-19 pandemic. It will be an invite-only event and will be closed to the public.

Samsung has been exhibiting at the show since 1991 and has always been one of the main attractions to IFA each year. 

Rival company, LG is yet to confirm their participation in the event. 

Looking to social media, the general consensus from the industry is that many are still uncomfortable with travelling abroad and will not be attending the show. There are also concerns about more recent reports from the last couple of weeks about Germany beginning to experience a second wave of the virus, hinting that the country might have to go into lockdown again. 

However, organisers released a statement in June revealing that more than 800 journalists from over 60 countries have already confirmed their attendance to the event. 

For those not able to attend, there will be virtual opportunities to anyone who still wants to be part of the IFA Berlin experience.