Anycall
Sub-brand
UnclaimedAnycall was a Samsung Electronics mobile-phone brand used chiefly in South Korea and the Greater China region from 1993 until its retirement during the 2010s.
Last updated October 16, 2026
Overview
Anycall was a mobile-phone brand established by Samsung Electronics in 1993. It became one of the most recognizable names in South Korea’s mobile-communications market, where Samsung handsets were sold under the Anycall name for much of the brand’s history. The label was also used in the Greater China region and in selected overseas contexts, although Samsung’s branding arrangements varied by country and product period. The brand emerged as Samsung Electronics expanded its mobile-communications business during the 1990s. By 1995, Anycall had become the leading mobile-phone brand in South Korea, giving Samsung a strong domestic platform at a time when mobile devices were evolving from basic voice handsets into multifunctional consumer electronics. Anycall products covered feature phones and later smartphones, with capabilities associated with the period’s advanced mobile devices, including cameras, internet access and digital television delivered through Digital Multimedia Broadcasting. The portfolio included both operator-oriented models and fashion- or entertainment-led devices promoted through major Korean celebrities. Anycall’s marketing was particularly notable for integrating phones with Korean popular culture. From 2003, singer Lee Hyori served as a prominent spokeswoman. Samsung developed music-video and advertising projects around the brand, including the AnyMotion, Anyclub and Anystar campaigns. After Hyori’s contract ended in 2007, Samsung used collaborative projects involving K-pop performers and actors, including the temporary group Anyband, to connect new handset launches with music, video and youth culture. Later promotions featured artists and groups such as TVXQ, Girls’ Generation, SHINee, Son Dam-bi, After School, Miss A and IU. The brand also supported specialized product and experience campaigns. Samsung Anycall Haptic promotions emphasized touch-screen interaction and used entertainment properties to demonstrate the product. Campaigns for models and lines such as Bodyguard, AMOLED, Beat Festival, Corby, NORi and Anycall Live were distributed through commercials, music videos and digital singles. This approach made Anycall more than a product label: it functioned as a highly visible consumer brand within South Korea’s mobile and entertainment ecosystems. During the late 2000s and early 2010s, Samsung increasingly organized its international handset business around the Samsung name and, for smartphones, the Galaxy family. Anycall continued to appear on some feature phones for a time, but its role narrowed as Samsung adopted a more unified global brand architecture. The Wikipedia account of the brand describes it as having been used in South Korea and the Greater China region before 2011 and as eventually being retired during the 2010s, when it remained associated mainly with feature phones. Because usage differed across markets and model categories, there is no single confirmed discontinuation date applicable to every country. Anycall is therefore best understood as a retired Samsung sub-brand whose historical importance was concentrated in South Korea and nearby Asian markets.
History
Anycall was established by Samsung Electronics in 1993 as a brand for mobile phones. Its initial importance was domestic: Samsung used the name in South Korea while building a substantial mobile-communications business. The brand reached the leading position in the South Korean mobile-phone market by 1995 and became closely associated with Samsung’s consumer-handset presence in the country. Samsung also used Anycall in the Greater China region before 2011, although the exact markets and periods of use varied across products and local distribution arrangements. The brand’s development followed the broader transformation of the mobile phone from a voice-and-text appliance into a multifunctional digital device. Anycall handsets included feature phones and later smartphones, as well as devices incorporating cameras, internet access and digital television through Digital Multimedia Broadcasting. The product portfolio was therefore not restricted to one form factor or technical generation. Instead, Anycall served as an umbrella label for Samsung mobile devices sold in markets where the brand had established recognition. Anycall’s public identity was reinforced by an unusually prominent entertainment-marketing strategy. Lee Hyori became a major spokeswoman from 2003 and appeared in Samsung-produced music videos connected to specific handsets. Anymotion featured the SCH-V600, a model also referred to in connection with Lee Hyori’s phone. Anyclub followed in 2005, and Anystar appeared in December 2006. The projects paired handset visibility with music, narrative video and celebrity culture, helping Samsung present mobile phones as lifestyle products rather than only communications equipment. After Lee Hyori’s Samsung contract ended in November 2007, Samsung continued the entertainment format through Anyband. BoA, Kim Junsu of TVXQ, Tablo of Epik High and jazz pianist Jin Bora participated in a temporary music project that combined three songs and music videos in a commercial presentation. The participants also performed concerts for fans. Subsequent promotions used a broad roster of Korean singers, actors and groups. TVXQ and Girls’ Generation appeared in promotion for the Anycall Haptic; SHINee participated in the Bodyguard campaign; Son Dam-bi and After School were associated with the AMOLED promotion; and Miss A appeared in a campaign connected with the Beat Festival. IU later served as a spokeswoman in 2011. The brand was also used for product-specific campaigns involving lines such as Corby and NORi. These activities reflected Samsung’s effort to segment its mobile portfolio by design, user experience and cultural relevance while retaining the Anycall master label in South Korea. The strategy helped Anycall remain visible during a period when touch-screen phones, digital media and smartphone functions were becoming increasingly important. Anycall’s decline resulted primarily from Samsung’s changing brand architecture rather than from a documented single event. Samsung increasingly promoted mobile products internationally under the Samsung name and developed Galaxy as its principal smartphone family. The Anycall name remained in use for some feature phones for a period, but its role narrowed during the 2010s. Public reference material describes the brand as eventually retired, while also indicating that market-specific usage makes a universal discontinuation year difficult to establish. Anycall is consequently a defunct or retired Samsung mobile-phone sub-brand, historically strongest in South Korea and selected Asian markets.
- 2014
Anycall identity is retired
[1]The Anycall name was eventually discontinued during the 2010s after remaining mainly associated with feature phones; the available reference material places its active commercial period broadly from 1993 to 2014.
- 2011
IU became an Anycall spokeswoman
[1]IU was listed among the brand’s later promotional representatives as Anycall’s independent role was already diminishing. IU joined the brand's roster of celebrity representatives as Samsung increasingly transitioned toward broader mobile branding.
- 2010
Miss A promotes the Samsung Beat Festival
[1]Miss A released Love Again for a campaign connected with the Samsung Beat Festival, with an Anycall phone featured in the video.
- 2009
Bodyguard and AMOLED campaigns expand celebrity marketing
[1]SHINee promoted the Bodyguard phone with actors Kim Bum and Kim So-eun, while Son Dam-bi and After School promoted the AMOLED handset through music and advertising.
- 2008
Haptic campaign features TVXQ and Girls' Generation
[1]TVXQ and Girls' Generation collaborated on a promotional music video and commercial for the Samsung Anycall Haptic.
- 2007
Anyband campaign launched
[1]Following the end of Lee Hyori's Samsung contract in November, Samsung assembled Anyband, featuring BoA, Kim Junsu, Tablo and Jin Bora, for a multi-song advertising and concert project.
- 2006
Anystar campaign released
[1]Anystar continued Anycall's music-video advertising format, with Lee Hyori appearing alongside Lee Joon-gi in December.
- 2006
Anystar extends the music-video campaign series
[1]Samsung releases Anystar in December as another Lee Hyori-led Anycall promotional production.
- 2005
Anyclub campaign released
[1]Lee Hyori appeared in Anyclub, a follow-up music-video project associated with the Anycall brand, featuring Eric Mun.
- 2005
Anyclub campaign follows Anymotion
[1]Lee Hyori appears in Anyclub, a follow-up to the earlier Anymotion promotional music video.
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Products and positioning
A leading South Korean Samsung mobile-phone brand positioned around reliable communications, advanced handset features, entertainment, design, and celebrity-driven youth culture.
Mobile phones · 1993
Anycall mobile phones
The core Anycall portfolio consisted of Samsung mobile phones sold under the brand in South Korea and selected overseas markets. It included conventional feature phones and later multifunctional handsets with capabilities such as cameras, internet access, multimedia playback and mobile digital television. The brand served as a broad umbrella rather than a single model family, and individual products varied according to carrier, country and technology generation.
Smartphones
Anycall smartphones
Samsung used the Anycall name on some later smart mobile devices before its international handset branding became more consistently associated with Samsung and Galaxy. These products formed part of the company's transition from feature phones to internet-connected, camera-equipped touch-screen devices. A complete verified model list and model-by-model launch chronology are not established by the available reference material.
Touch-screen mobile phones · 2008
Samsung Anycall Haptic
The Anycall Haptic was promoted as a touch-oriented Samsung mobile-phone line. Its marketing used music-video and celebrity collaborations, including a campaign involving TVXQ and Girls’ Generation. The product represented Anycall’s emphasis on tactile user interaction and lifestyle-oriented handset presentation during the late feature-phone and early smartphone transition. The Haptic line represented Anycall's move toward touchscreen interaction and lifestyle-oriented handset marketing. Its promotion used high-profile collaborations involving TVXQ and Girls' Generation, linking the device with Korean pop culture. The available reference material identifies the Haptic as an important promoted Anycall product family but does not provide complete model specifications or sales data. The Anycall Haptic was promoted as a touch-oriented Samsung mobile-phone line, representing Anycall's move toward touchscreen interaction and lifestyle-oriented handset marketing. Its marketing used music-video and celebrity collaborations, including a campaign involving TVXQ and Girls' Generation. The available reference material identifies the Haptic as an important promoted Anycall product family but does not provide complete model specifications or sales data.
Multimedia mobile phones · 2009
Anycall AMOLED
Anycall AMOLED was a Samsung handset promotion and product line associated with AMOLED display technology, promoted as an entertainment-focused Anycall product. Son Dam-bi and After School were connected with its advertising through the digital single and campaign titled "Amoled." The available reference does not establish a complete technical specification or model chronology for the line. The AMOLED phone was promoted as an entertainment-focused Anycall product and received a music campaign involving Son Dam-bi and After School. The campaign helped associate the device with display technology, music, and youth culture. Specific technical specifications and commercial performance figures are not established in the supplied reference material.
Mobile phones
Anycall Corby and NORi
Anycall Corby referred to Samsung mobile phones promoted through the Anycall brand, with campaigns involving 2PM and 2NE1. The line was marketed through youth- and entertainment-focused communications. Exact model variants, launch dates and market availability are not confirmed in the supplied reference material. Corby and NORi were Anycall-associated product families promoted through campaigns involving Korean pop acts including 2PM and 2NE1. They formed part of Samsung's effort to present mobile phones as colorful, social, and entertainment-oriented consumer products. The supplied reference does not establish complete specifications or launch details for each model. Anycall NORi was another handset line promoted through Samsung's Korean entertainment-marketing system. The supplied reference associates NORi promotions with 2PM and 2NE1. Detailed product specifications and a complete launch history are not established here.
Feature phones · 1993
Anycall feature phones
The core Anycall portfolio consisted of Samsung feature phones sold primarily in South Korea and selected Asian markets. These devices covered ordinary voice and messaging use while progressively adding cameras, internet functions, multimedia playback, and other capabilities. The Anycall name remained in use mainly for feature phones after Samsung began shifting smartphones and broader mobile products toward more unified Samsung branding.
Music-oriented mobile phones · 2010
Samsung Beat
Samsung Beat was a music-oriented handset family promoted in connection with the Samsung Beat Festival. Miss A's 2010 Love Again campaign featured an Anycall phone and placed the product within Samsung's broader entertainment strategy. Detailed model-level information is not provided by the supplied sources.
Mobile phones · 2009
Anycall Bodyguard
The Bodyguard phone was promoted in 2009 through a campaign featuring SHINee and actors Kim Bum and Kim So-eun, who were associated with the television drama Boys Over Flowers. The promotion used a digital single and music video to connect the handset with a popular television and music audience.
Marketing campaigns
- 2010Love Again and Samsung Beat Festival
South Korea
Miss A released "Love Again" in a campaign connected with Samsung's Beat Festival, with an Anycall handset prominently appearing in the video. The campaign continued Samsung's use of music releases to promote handset products.
Outcome. The campaign continued Samsung's use of music releases to promote handset products.
- 2009Bodyguard
South Korea
SHINee released the digital single "Bodyguard" for a handset campaign featuring Kim Bum and Kim So-eun, whose characters were associated with the television drama Boys Over Flowers. The campaign connected the handset with a popular television drama audience and Korean pop music.
Outcome. The campaign connected the handset with a popular television drama audience and Korean pop music.
- 2009Amoled
South Korea
Son Dam-bi and After School collaborated on the digital single "Amoled" to promote the Anycall AMOLED line. After School subsequently became the brand's replacement spokesmodels for the campaign.
Outcome. After School subsequently became the brand's new spokesmodel group following Son Dam-bi's involvement.
- 2008Anycall Haptic Motion
South Korea
TVXQ and Girls' Generation collaborated on a music video and commercial promoting the Samsung Anycall Haptic. The campaign positioned the touchscreen Haptic line within the mainstream Korean pop market.
Outcome. The campaign positioned the touchscreen Haptic line within the mainstream Korean pop market.
- 2007Anyband
South Korea
Samsung created the temporary Anyband group with BoA, Kim Junsu, Tablo and Jin Bora. Three songs and associated music videos were assembled into a seven-minute commercial, followed by fan concerts. Anyband expanded handset advertising into a standalone music property and live promotional experience.
Outcome. Anyband expanded handset advertising into a standalone music property and live promotional experience.
- 2006Anystar
South Korea
Anystar was the third major Lee Hyori-associated Anycall music-video campaign, featuring Lee Joon-gi in the promotional narrative. Anystar was the third major Lee Hyori-associated Anycall music-video campaign, released in December and featuring Lee Joon-gi in the promotional narrative. The campaign reinforced the brand's association with Korean celebrity entertainment.
Outcome. The campaign reinforced the brand's association with Korean celebrity entertainment.
- 2005Anyclub
South Korea
Anyclub continued the Lee Hyori music-video format established by Anymotion and served as a follow-up Anycall promotion, featuring Eric Mun. It extended Anycall's serialized celebrity and music marketing approach.
Outcome. It extended Anycall's serialized celebrity and music marketing approach.
- 2003Anymotion
South Korea
Lee Hyori starred in a Samsung-produced music video promoting Anycall and the SCH-V600 handset, integrating product placement with a commercial pop-music release. The campaign became a prominent example of Samsung integrating pop music and handset promotion and helped establish the brand's music-video advertising format.
Outcome. The campaign became a prominent example of Samsung integrating pop music and handset promotion.
Brand decisions
2011
Transition from Anycall to broader Samsung mobile brandingStrategyBackground
Samsung had historically used Anycall for phones in South Korea and the greater China region, while its mobile business was becoming increasingly international and standardized.
Action taken
Samsung reduced the role of Anycall as a primary handset identity and increasingly marketed phones under Samsung Mobile and other unified product branding.
Aftermath
Anycall remained mainly associated with feature phones for a period before being retired during the 2010s.
2010
Shift toward unified Samsung mobile brandingStrategyBackground
Samsung increasingly used the Samsung name internationally and developed Galaxy as a principal smartphone brand, reducing the strategic role of Anycall.
Action taken
The company progressively narrowed Anycall's use, with the name remaining mainly on feature phones before being retired during the 2010s.
Aftermath
Anycall ceased to function as an active independent consumer brand, while Samsung and Galaxy became the more prominent identities for the company's mobile devices.
Recent events
- 2014
Anycall is retired during the 2010s[1]
Other
The regional Anycall identity was ultimately retired during the 2010s after remaining mainly in use for feature phones.
- 2011
Anycall brand is phased out in favor of Samsung Mobile identities[1]
Other
Samsung increasingly used broader Samsung Mobile branding, and Anycall was no longer the primary name for Samsung phones in the markets where it had historically been used.
- 2010
Samsung increasingly shifted mobile branding toward Samsung and Galaxy[1]
Other
As Samsung developed a more unified international handset identity, the Anycall name became less prominent and was eventually limited mainly to feature-phone usage before retirement during the 2010s.
- 2007
Samsung used Anyband as a music-led brand campaign[1]
Campaign
Following the end of Lee Hyori’s Samsung contract, BoA, Kim Junsu, Tablo and pianist Jin Bora collaborated as Anyband on a multi-video advertising project and related fan concerts.
- 2003
Lee Hyori became a prominent Anycall spokeswoman[1]
Campaign
Lee Hyori began a prominent promotional association with Anycall, later appearing in music-video campaigns created around Samsung handsets.
- 2003
Lee Hyori begins Anycall spokesperson relationship[1]
Campaign
Lee Hyori became a prominent Anycall spokeswoman and helped establish the brand's music-video-led advertising model.
- 1995
Anycall becomes a leading South Korean mobile-phone brand[1]
Other
Anycall was identified as the leading mobile-phone brand in South Korea from 1995, strengthening Samsung Electronics' position in its home market.
- 1993
Anycall brand introduced by Samsung Electronics[1]
Product launch
Samsung Electronics established the Anycall brand for its mobile-phone business, initially focusing on the South Korean market.
Sources1 sources
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