Korean archers promote Samsung Electronics' Galaxy smartphone series at the firm's Olympic experience center in Paris, Tuesday. Courtesy of Samsung Electronics

Samsung Electronics Executive Chairman Lee Jae-yong

Samsung Electronics Executive Chairman Lee Jae-yong will travel to Paris to attend the upcoming Olympics to promote its flagship Galaxy smartphone series at the scene of the world's largest sporting event.

This marks Lee's first visit to an Olympics venue in 12 years, following his trip to the 2012 London Olympics with his late father, the firm's former Chairman Lee Kun-hee.

The Samsung head's upcoming business trip is seen as part of his commitment to spearheading the promotion of the latest Galaxy products to a global audience. The company did not share Lee's specific itinerary, but he is expected to visit Paris soon, given that the Olympic Games run from July 26 to Aug. 12.

He will attend the opening ceremony for the Olympics, where he is widely expected to monitor the firm's symbolic live coverage of the event.

Earlier, Samsung partnered with the International Olympic Committee (IOC) to win the rights to stream live coverage of the opening ceremony via the Galaxy S24 Ultra smartphone. Hundreds of the smartphones will be set up on some 80 boats on Paris' iconic Seine River to broadcast the opening parade in real-time.

Samsung Electronics is the only Korean firm on the list of official sponsors for the upcoming sporting event. Samsung clinched its The Olympic Partners (TOP) contract with the IOC in 1997 and has since been the official sponsor in telecommunications for the event for more than two decades.

Lee's keen focus will be on boosting sales for its newest smartphone models — the Galaxy S24, Z Fold 6 and Flip 6 — by utilizing the Olympics. Samsung Electronics opened an experience center for its products in the landmark avenue of the Champs-Elysees in Paris, so visitors to the Olympics can see and experience the smartphones.

Samsung has identified Paris as a strategic region to promote its new smartphone series after holding its Galaxy Unpacked 2024 event in the French capital.

Under its sponsorship, Samsung is providing 17,000 Galaxy Z Flip 6 Olympic edition devices to Olympic athletes. The device features artificial intelligence (AI)-powered real-time translation functions, helping Olympic athletes communicate with one another despite language barriers.

"Even though the Olympics' global profile is not what it used to be in the past, the event still exudes massive marketing impacts," an official from a major conglomerate said.

"Heads from major conglomerates are aware of the strategic importance of the event, particularly when it comes to promoting consumer goods or devices."