Samsung fast-tracks Galaxy S25 into Japan with all three carriers and PayPay

Samsung's Galaxy smartphone line, fighting for share in Apple's strongest premium market.

Speed, restored carrier reach and local payment integration can win premium Japanese buyers back from Apple

Samsung previously released new smartphones in Japan two to three months after their global debut; recognising Japan as a key premium market, it advanced the Galaxy S25 launch to February 14, 2025, a week after the Korean launch.

SoftBank resumed Galaxy sales after a decade-long hiatus following its 2008 iPhone exclusivity, so NTT Docomo, KDDI and SoftBank all carry the S25. From February 25, Samsung Wallet becomes the first smartphone wallet preinstalled with PayPay, Japan's leading payment service with about 59 million users.

Market share had fallen from about 10% and third place to 5% and fifth as Google and Chinese makers squeezed the market below Apple.

Carrier reach is the lever in Japan: SoftBank's return after ten years put Galaxy back on every major Japanese carrier's shelves at once.

The PayPay preinstall attacks a daily-habit gap where iPhone loyalty matters less — payments, not specs, open the ecosystem.

In an incumbent's home market, distribution beats advertising: getting every carrier's shelf and the default payment app matters more than another model tier.

Expectations are high — the S25 series set a Galaxy record with 1.3 million units sold in Korea within 11 days of preorders — but an unnamed industry source told the Korea Herald Samsung is "playing the long game — building brand value and expanding its AI ecosystem", not chasing an immediate share surge in Japan.