Samsung Appoints Karen Wazen as Galaxy Brand Ambassador for MENA

Samsung Electronics MENA has appointed Karen Wazen as its new Galaxy Brand Ambassador for the Middle East and North Africa (MENA), as the technology company looks to strengthen its connection with audiences across the region through a partnership centered on creativity, productivity and self-expression.

The Lebanese entrepreneur, fashion personality and content creator will represent Samsung Galaxy Mobile across MENA, bringing together her lifestyle and entrepreneurial presence with Samsung’s expanding Galaxy ecosystem.

A Partnership Built Around Everyday Creativity

Wazen’s appointment positions her as the face of Samsung Galaxy across the region, with the collaboration highlighting how Galaxy devices fit into everyday life, from content creation and work to personal moments.

Commenting on the partnership, Wazen said her smartphone plays a central role in her daily routine, making the switch to Samsung Galaxy a significant decision after years of using another platform.

She said she was surprised by how intuitive the transition was and how the experience expanded the way she works, creates and engages with everyday activities.

Samsung’s Focus on Regional Connection

Omar Saheb, Vice President of Marketing and Online Business at Samsung Electronics MENA, said Wazen’s authenticity, creativity and strong connection with audiences across the region made her a natural fit for the Galaxy brand.

He added that the partnership reflects Samsung’s ambition to create work that resonates with regional consumers while celebrating creativity and innovation.

Spotlight on the Latest Galaxy Devices

The collaboration will showcase how Samsung’s Galaxy devices support productivity, creativity and self-expression across different aspects of daily life.

Samsung also highlighted the availability of its latest foldable lineup, including the Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8, through authorised retailers, Samsung Experience Stores and Samsung’s official online channels.

Strengthening Samsung’s MENA Brand Presence

The appointment marks another step in Samsung Electronics MENA’s regional marketing strategy, pairing one of the region’s well-known lifestyle personalities with the Galaxy brand as it continues to expand engagement with consumers across the Middle East and North Africa.