A bunch of rumors are going around today that Samsung will call its new, vertically folding smartphone the "Galaxy Bloom." The base story appears to come from a Korean news site called Ajunews, which has a blurry teaser image with the word "Bloom" on it and a quote from Samsung mobile head DJ Koh in Korean. I would take this with a big grain of salt.
There's often a big game of telephone going on in our game of telephones. One guy says something in one language that gets overheard out of context and then translated into another language, and before you know it, people are asserting all sorts of stuff. Back in 2013, for instance, a series of rumors coming out of the Chinese press promised that the followup to the iPhone 5S would be called the "iPhone Math." This was a mistranslation of "Plus," as in the iPhone 6 Plus.
Smartphones have codenames that are different from their marketing names. SamMobile pointed out a few days ago that the codenames for the S11 and the folding phone are "Hubble" and "Bloom," based on URLs on Samsung's site. This does not mean that Bloom is the marketing name for the folding phone, though; it may mean that Samsung is talking to its partners based on the phone's codename, which phone makers typically do a few months before launch.
Samsung has had colorful codenames for many of its phones. The Galaxy S6 was called "Project Zero," illustrating how the company was going back to the drawing board on design. The S7 was "Lucky." The S8 was "Dream." The S9 was "Star," and the S10 was "Beyond." The Galaxy Fold was codenamed "Winner." The "Bloom" codename fits in well with this set of monikers—better than it fits in with Samsung's history of retail product names.
Another good question is whether Samsung's next flagship will be called the S11 or the S20. We are going with S11 for now, but we could change our opinion as we investigate further. The Ajunews story says the phone will be called the Galaxy S20, following some other rumors. This is less shifty than the Bloom rumor, because S20 was not the phone's codename (that's "Hubble.")