Case in point: Samsung's latest teaser opens with Korean text that bends and curves before the words "The Future Unfolds" unfurl in English. It also includes a prominent number 10 -- Samsung is expected to unveil three models of the Galaxy S10 next week.

It's not the first time Samsung has used a Korean ad outside of Asia for Unpacked. In Paris last month, it had a prominent ad that read "unfolding the future" and "February 20th" in the language.

Samsung first revealed its foldable tech in November with a demo of a device that converted from a tablet into a phone format. But the company dimmed the lights and kept it inside a case, meaning we didn't get much of a sense of what it looks like. How much we'll actually learn about the foldable phone next week remains to be seen, but there's at least something Samsung is dying to showcase.