The packaging of Samsung "Xinxin Tianxia" mobile phones features a distinctive, minimalist design with a sense of heritage, serving as a modern interpretation of Eastern culture. Its implicit brand "identity" attribute resonates with high-end consumers.

The product packaging design focuses on elements of Chinese history and culture. The packaging design concept is "Unleashing Noble History". The overall shape is derived from the "Xumizuo", the foundation of Chinese palaces, symbolizing the first step towards a gentleman's lofty morality. The four sides of the package feature the artistic form of overhanging eaves of ancient Chinese architecture, embodying the four virtues of ancient Chinese gentlemen. The inlaid dragon pattern metal parts on the package highlight the elegance and nobility of traditional culture. The color scheme selects the profound and noble black and gold, while the eco-friendly leather material reflects the life quality and rigorous attitude of successful people.

This series of packaging has won the Pentawards for two consecutive years.