Translucent folder-type design
Calling, texting, and music playback functions
No internet access or app usage
300,000 pixel camera
Limited edition of 5,000 units (provided through social media giveaways in the UK)

'Heineken' and Finnish electronics company 'HMD' unveiled the 'Boring Phone' on the 18th, a joint project created at Milan Design Week.

It features a translucent design, a 2.8-inch QVGA internal display, a 1.77-inch external display, and a 3.5㎜ headphone jack.

The camera is also only a single 300,000 pixel camera.

The main features are calling and texting. Calls can be made for a maximum of 20 hours per week.

Internet usage is not available, and you cannot access social networking services (SNS) or apps.

You can run the nostalgic game 'Snake' that was available on HMD's old Nokia phones.

The phone design, decorated with a transparent case and holographic stickers, was inspired by Generation Z, who prefer retro trends.

It was named 'Boring' because of its simple features.

An official said, "We created this phone that might seem boring to go back to the days when smartphones didn't exist."

Especially, there was much interest in why the beer company Heineken made a phone.

"We've made it possible for people to connect truly while enjoying their beer without being constantly disturbed by buzzing and noise," explained Nabil Nasser, CEO of Heineken.

He said that they made this phone for young people who want to disconnect from modern technology.

According to a 'Millennial Mobile Phone Usage and Perception Study (2022)' commissioned by Heineken,

90% of Zillenials (those born on the border of Millennial and Gen Z – typically those born between 1993 and 1998) across the UK and the US said they had a habit of scrolling through their phones while spending time with friends and family, and they looked at their phones an average of 7 times every night.

However, despite this habit, one in five (22%) Zillenials surveyed said they would turn off or put away their phones when they were with friends or family, and two in five (38%) said they would consider doing so.

The Boring Phone will be produced in a limited edition of 5,000 units and will not be available for direct purchase, but only through social media giveaways in the UK.

Confirmed Countries for Overseas Release

USA: June 2024
Canada: August 2024
Australia: October 2024
New Zealand: November 2024
European Union Countries: First half of 2025
Asia, South America, Africa, etc. Under discussion

Heineken plans to decide whether or not to release the phone based on a comprehensive assessment of market conditions and consumer response in each country.

The latest information on the overseas release of the Boring Phone is available onHeineken's official website or through their social media accounts.

Meanwhile, in Korea, there are 'hyo-do phones' (phones with only simple functions for parents who find it difficult to use smartphones) or

'gong-shin phones' (short for 'gongbuui sin,' meaning 'study god' – phones designed to help students focus on their studies) that are called folder phones.

Samsung Galaxy Folder2 (SM-G160)was unveiled in September 2016 and released in 2017, 2019, 2021, with three renewals.

The display supports a 3.8-inch 15:9 aspect ratio WVGA resolution and the panel type is TFT-LCD.

There is no external display. The battery capacity is a removable 1,950 mAh.

It is equipped with an 8-megapixel rear camera and a 5-megapixel front camera.

It gained attention on SNS last year as the phone used by actress Han So-hee.