L-R: CU Kim, President & CEO of Samsung Electronics Southeast Asia and Oceania, Won-Joon Choi, President and COO of Samsung Electronics’ Mobile eXperience (MX) Business and Head of R&D Office, and Carl Nordenberg, VP & Regional Head of the Mobile eXperience Business for Southeast Asia and Oceania

Following the launch of the new Galaxy Z series at the Galaxy Unpacked event in London, Samsung leaders engaged with media from Southeast Asia and Oceania, sharing insights about how AI is evolving from a technology that people experiment with into one that is woven into everyday life.

Won-Joon Choi, President and COO of Samsung Electronics’ Mobile eXperience (MX) Business and Head of R&D Office, CU Kim, President & CEO of Samsung Electronics Southeast Asia and Oceania, and Carl Nordenberg, VP & Regional Head of the Mobile eXperience Business for Southeast Asia and Oceania discussed changing consumer expectations in the region and what comes next for mobile AI experiences.

As Samsung introduced an all-new form factor this year, CU Kim revealed that sales of the Galaxy Z7 Series have increased by almost 15% year-on-year compared with the previous generation, indicating growing consumer interest in foldable experiences across Southeast Asia and Oceania.

Highlighting the region’s growing adoption of AI, CU Kim shared that AI usage among Galaxy Z Fold7 and Galaxy Z Flip7 users in Southeast Asia and Oceania has increased from 84% in August 2025 to 96% in June 2026^[1]. He noted that consumers often utilise AI for practical daily tasks, with Circle to Search, Now Brief and Photo Assist among the most frequently used features.

CU Kim, President & CEO, Samsung Electronics Southeast Asia and Oceania

CU Kim said “The next phase of AI will not be about more features. It is about relevance”, emphasising that as AI works across the various Galaxy mobile devices and other Samsung appliances and screens, it will be able to better understand user needs and become more helpful and personalised over time.

Galaxy AI also currently supports 22 languages, including Filipino, Indonesian, Thai and Vietnamese, reflecting Samsung’s commitment to delivering localised experiences for consumers across this diverse region.

The session explored how AI is changing the way people interact with their mobile devices as well, with CU Kim reiterating that in this region, mobile phones are the primary gateway to AI.

When discussing the future of mobile AI, Won-Joon Choi highlighted that the value of AI will be determined by how well it can remove friction in the background while giving users greater flexibility and choice.

“From a consumer’s perspective, there is no single AI that’s right for everyone. We want users to have the flexibility to use the right one at the right time, and that’s why we’re building Galaxy AI as a platform, with multiple AI agents working together to deliver the most seamless experience,” he added.

Building on the foundation established with the Galaxy S26 series, the Galaxy Z8 series and One UI 9 will provide an enhanced agentic AI experience through deeper system-level integration and more intuitive user controls. With multiple agents working seamlessly across apps, services, and device features, users will enjoy greater flexibility and choices for how they interact with AI.

Looking ahead, Won-Joon Choi shares that Samsung’s foldable portfolio is evolving to meet more lifestyles and needs. “Since we launched this category in 2019, we’ve studied closely how consumers interact with their foldables. Our broader, more diverse portfolio lets us better meet each user’s needs, and we are excited about what that will bring to Southeast Asia and Oceania,” he said. The Galaxy Z8 series will give users more ways to experience AI across productivity, content, creation and self-expression.

Through this 8th generation of foldables, Samsung is moving the category into its next chapter, one where foldables are no longer a niche choice, but a mainstream mobile experience that more consumers can confidently choose as part of their everyday lives.

As consumers in the region await the arrival of the new line-up, Galaxy Z8 Series will be available in Australia on 14 August.

[1] Samsung Internal Big Data Portal

To explore that vision, Samsung hosted a Health Forum panel, “Rewriting the Rules of Preventive Health.” Moderated by Dr. Hon Pak, Senior Vice President and Head of the Digital Health Team, Mobile eXperience (MX) Business at Samsung Electronics, the session brought together leaders across nutrition, fitness, clinical research and AI to examine how technology can close the gap between knowing and doing in everyday health.

[PHOTO] (From left) Otávio Penatti, Kevin Duffy, Moderator Dr. Hon Pak. Rohit Ail, Kartik

The Paradox — and the “Missing Miles” of Health

Opening the discussion, Dr. Pak described a paradox at the heart of modern health: innovation and technology today has been transformational and accelerating, yet chronic disease continues to rise around the world.

“We live in the most measured era in human history — billions of people track their sleep, their stress, their heart rate every single day. And yet chronic disease keeps rising. More data, it turns out, hasn’t resulted in better health.”

He framed the disconnect as two “missing miles.” The first mile is detection and monitoring: much of what shapes our health happens outside the clinic, and until recently, continuous monitoring was neither available nor connected to the physician. The last mile is action: even after a diagnosis and a care plan, it is the individual who has to act day after day — and life is busy, and change is hard.

[PHOTO] Dr. Hon Pak

Samsung, Dr. Pak argued, is uniquely positioned to close both gaps. With technology that stays with people throughout their daily lives — across wearables, mobile phones, and a connected ecosystem — Samsung can understand not just raw biometric numbers, but the context behind them.

“We don’t just see a number — we see what’s around it: whether this is a moment you’re ready to change something, or a moment you need a bit of support. Being there, at the point where personal decisions actually get made, is hard for a hospital, or any other company, to measure or act upon.”

But no single company can do this alone. That, he said, is why Samsung is building Connected Care together with partners — closing the first and last mile to scale prevention, with AI as the enabler across both. He introduced the three focus areas that would structure the conversation: everyday behaviour; clinical credibility and privacy; and advanced AI and research.

Everyday Behaviour: Closing the Last Mile at the Dinner Table and the Gym

Diet and exercise are two of the biggest levers on long-term health — and two of the most within our control. They are also, Dr. Pak noted, where the gap between knowing and doing is widest.

Kartik Poria, Head of Product at Samsung Food, located that gap in a moment everyone recognises.

“It’s Tuesday, six o’clock. You’re tired, you’re staring into the fridge, and everything you know about eating well loses to whatever’s quickest. That moment is what we’re going after — because what you eat, day after day, is one of the biggest levers we have on preventing chronic disease.”

He described how Samsung Health and Samsung Food are coming together to tackle two halves of the same problem: Samsung Health surfaces what is happening beneath the surface — indicators such as BMI, the Antioxidant Index and the AGEs Index[1] — while Samsung Food’s global recipe library facilitates meal planning and its food intelligence reflect how people actually like to eat. Sitting on top is a nutrition experience grounded in behaviour change science rather than tracking alone — learning a person’s habits and working with them so the healthier pattern becomes the easier one.

“We’re not adding another thing to manage — we’re making the healthy choice the easy one, for the night you’ve got the energy to cook and the night you don’t.”

[PHOTO] Kartik Poria from Samsung Food

Turning to movement, Kevin Duffy, CEO of iFIT, described exercise as foundational to both physical and mental wellbeing, and explained how iFIT’s expert-led programs are becoming more accessible through Samsung Health.

“Exercise is vital for both physical and mental wellbeing — cardiovascular health, strength, mobility, sleep quality, stress management.”

Through Samsung Health, users can discover and subscribe to iFIT’s premium fitness programs, while iFIT workouts integrate with Galaxy Watch so users can track key metrics during guided sessions. With Fitness Index[2], they receive a holistic view of their physical fitness in a single, easy-to-understand score, with personalised recommendations. Looking ahead, Duffy pointed to Samsung’s Health Assistant as a way to bring a user’s Fitness Index, goals and activity history together to surface the most relevant workout at the right moment.

“Exercise is not just about being active — it’s about understanding your body, building sustainable habits, and having the right guidance at the right time. By combining iFIT’s expert-led experiences with Samsung Health’s connected insights, we can help more people make movement a meaningful part of their everyday lives.”

[PHOTO] Kevin Duffy from iFIT

But content and insights alone, Dr. Pak noted, don’t close the last mile. The harder question is how to move from engagement to activation. Samsung designs for real life, recognising that people slip and miss goals most of the time — and that those moments are precisely when timely, well-contextualised support matters most.

The real measure, he argued, is not how often the system nudges someone, but how many healthy actions actually happen — a doctor’s low-salt advice quietly showing up as items in a grocery cart, or a workout that meets a person where they actually are that day. Poria added that this is the true shift: from nudging people to changing the choice in front of them.

Clinical Credibility and Privacy: Trust Earned Through Evidence

Dr. Pak turned next to the question of trust — noting that wearable data is now something most clinicians have seen, but far fewer have been able to build into their day-to-day care. Closing that gap, he said, is a matter of evidence, workflow and trust.

Rohit Ail, Head of the Technology Incubation Lab at Samsung R&D Institute UK (SRUK), spoke to how his team works to generate clinical evidence in real-world settings.

“Our goal is to meet the standards expected by clinicians, researchers and regulatory bodies, and that means generating evidence in real-world clinical environments. This commitment builds on Samsung’s growing body of clinical research and validation evidence.”

He referenced ongoing collaborations across Europe, including partnerships with the NHS and clinical validation studies with leading hospitals. With San Cecilio University Hospital in Spain and Gemelli in Italy, Samsung is working on identifying and managing cardiovascular disease (CVD) risk using AI and decision-support technologies; with Fondazione IRCCS in Italy, the focus is on understanding and addressing the late effects faced by adolescent and young adult (AYA) cancer survivors through AI-based digital phenotyping and a non-invasive, holistic approach.

On privacy, Ail noted that Samsung considers user data to belong to the user, with Samsung acting as custodian.

“Trust begins with protecting users’ data. Samsung takes a three-layer approach: Samsung Knox for device-level security, GDPR-compliant infrastructure, and alignment with the European Health Data Space framework.”

He added that SRUK has also developed a Decentralised Clinical Trial framework, in which participant identities remain under the control of healthcare organisations and data is pseudonymised from the outset.

[PHOTO] Rohit Ail from Samsung R&D Institute UK

Advanced AI and Research: Reading the Body’s Signals

If everyday reach and clinical trust are two of the three pillars, intelligence is what binds them together. Dr. Pak introduced foundation models as a genuine turning point — a shift from population averages to something truly personal.

Otávio Penatti, Head of the Health AI R&D Team at Samsung R&D Institute Brazil (SRBR), explained what a foundation model for health actually means.

“A health foundation model is an AI model that uses self-supervised learning to learn meaningful features from unlabeled biosignal data. At Samsung, we are advancing health foundation model research across multiple global research teams, combining expertise in biosignal intelligence, wearable AI, and personalised health insights. Building on the success of large language models, we can now interpret body signals not as isolated data points, but as a structured biological language. These signals can be measured through wearable devices in everyday situations, and by applying foundation models to understand these biological patterns, we have the potential to provide continuous, personalised health insights.”

[PHOTO] Kevin Duffy from iFIT

Three Focus Areas, One Goal

To close, Dr. Pak asked each panelist for a one-sentence vision of Connected Care in the era of AI five years from now.

• Kartik Poria (Samsung Food): “In five years, eating well won’t run on willpower — it’ll feel like having a chef and a dietitian in your pocket, turning what your body needs into what’s for dinner, day after day.”
• Kevin Duffy (iFIT): “A coach that knows your body and adapts every workout to who you are that day.”
• Rohit Ail (SRUK): “Care that clinicians trust and patients control — evidence-based and private by design.”
• Otávio Penatti (SRBR): “AI that understands the body’s language and acts before problems begin.”

Dr. Pak closed by tying the threads together: everyday behaviour, clinical trust and personal AI — three focus areas, one goal of closing the first and last mile to scale prevention while meeting people where they are.

“The future of health is connected, trusted and proactive — and it’s a road we’re glad to be traveling together.”

[1] Samsung Health is not a medical/therapeutic device. It is solely intended for fitness and wellness purposes only and is not intended for use in the diagnosis of disease or other conditions; or in the cure, mitigation, treatment or prevention of disease; or for the prevention or control of conception or pregnancy. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

[2] Fitness Index on Galaxy Watch9 is available on Android phones (Android 13 or above) and requires the Samsung Health app v7.0 or above. Samsung account login required. To use the feature, BIA and VO2Max each need to be measured at least once, along with 2 days of activity records and step count data. It is solely intended for fitness and wellness purposes only and is not intended for use in the diagnosis of disease or other conditions; or in the cure, mitigation, treatment or prevention of disease; or for the prevention or control of conception or pregnancy. Samsung recommends that you consult with your doctor or physician before participating in any exercise program.

On July 22, Samsung Electronics will host Galaxy Unpacked in London, U.K. — a city that moves forward, not by chasing trends, but by setting them.

Join us as we unveil the newest additions to the Galaxy portfolio, which has defined the foldable category. Combining intelligent capabilities with innovative form factors, the next generation of Galaxy devices are set to deliver more personal and adaptive experiences and set a new standard for the AI era.

The event will be streamed live on Samsung.com, Samsung Newsroom and Samsung’s YouTube channel beginning at 11pm AEST and 2 p.m. BST.

Stay tuned and make sure to register at samsung.com/au/unpacked for exclusive benefits, upcoming teasers, trailers, and updates ahead of Galaxy Unpacked July 2026.

Samsung’s largest 19.5kg Bespoke AI Combo is capable of achieving up to 20% energy savings per wash load and 10% energy savings per dryer load . Image simulated for illustrative purposes.

In the midst of the coldest season, new consumer insights from Samsung Australia have revealed that winter weather paired with a belief that dryer usage will add to cost-of-living pressures is adding a new layer of stress to everyday life for many Australians. The insights show almost two in three Australians (62%) prefer to dry their clothes on an indoor drying rack rather than use their dryer to reduce household energy costs[1]. However, one in five Australian respondents (22%) – increasing to one in three (33%) amongst 25-29 year olds – admit they avoid hosting friends and family at their homes in the winter because they are embarrassed about the amount of clothes they have drying indoors on clothes racks[2] and draped over furniture.

According to the insights, two in five (41%) Australians say they feel more pressure now than the same time last year to avoid using their dryer to reduce household costs[3]. In fact, 47% of Australians aged 25-34 years old – increasing to 54% aged 35-39 years old – feel stressed when it rains because they can’t dry their clothes outside[4]. This is consistent with the revelation that half of Australian respondents (51%) feel concerned about energy every time they use their dryer[5].

Samsung’s Bespoke AI Wash and Dryer ranges are available in various capacities to suit Australian familie of all sizes. Image simulated for illustrative purposes.

According to Phil Gaut, Director – Consumer Electronics at Samsung Australia, new heat pump technology has improved energy efficiency in dryers, granting many up to 10 star energy ratings[6] over the past few years, yet outdated beliefs that dryers are energy hungry are hurting Australians beyond their purse pockets.

“Australia is famous for its incredible weather and we’re used to getting through laundry loads using the clothes line in the backyard. In fact, part of our collective cultural identity is based on our passion for spending time with our friends and family outdoors,” said Mr. Gaut. “Come winter, as we spend more time indoors, we are chosing to be surrounded by wet washing rather than our mates because we’re concerned about using the dryer. Not only are heat pump systems significantly more energy-efficient than old vented or condenser dryers, they also operate at cooler temperatures which tend to be kinder to your clothes. With AI being leveraged to reduce energy by 20% on each load , there is no need for Australians to go dark when the clouds do.”

Almost half of Australian respondents (48%) say they do more loads of washing in cooler seasons . Image simulated for illustrative purposes.

Compounding the stress, insights reveal that almost half of Australian respondents (48%) say they do more loads of washing in cooler seasons because they wear more layers[7].  For a third of Australians, the winter loads add to their average three-to-four laundry loads per week, increasing to five-to-six loads for 18-24 year olds[8].  Furthermore, Australians admit to feel confused on the most energy-efficient ways to tackle their laundry loads. A quarter of Australians (24%) believe smaller, more frequent washes are the key to saving energy[9], while 45% are convinced fewer yet larger loads are more efficient[10].

“There are a few simple things Australians can do to overcome their winter woes in the laundry,” says Mr. Gaut. “It starts with selecting a washing machine and dryer that are the right capacity for your family to make sure loads aren’t over loaded or running half full. Pair your washing machine with a heat pump dryer with a 10 star energy rating that further leverages AI Energy Mode to boost efficiencies with every load. Finally, choose a washer and dryer ‘set’ that are capable of communicating with one another. This will help streamline your laundry routines, giving you time back to do the things you love. With these tips in mind, even the biggest washing machine on the market, the Samsung 19.5kg Bespoke AI Combo, is capable of achieving up to 20% energy savings per wash load and 10% energy savings per dryer load[11].”

“With a range of intelligent and energy efficient laundry solutions available, Australians don’t need to choose between saving energy, spending time with their loves ones, and having a clutter-free home,” Mr. Gaut concluded.

For more information on Samsung’s 2026 laundry range, visit https://www.samsung.com/au/washers-and-dryers/all-washers-and-dryers/

[1] Pureprofile Research, commissioned by Samsung, March 2026. N=1,001. (When it rains I prefer to dry my clothes on an indoor drying rack rather than use the dryer)

[2] Pureprofile Research, commissioned by Samsung, March 2026. N=1,001. (I am too embarrassed to have friends over when I have clothes drying on an indoor drying rack)

[3] Pureprofile Research, commissioned by Samsung, March 2026. N=1,001. (I feel more pressure than this time last year to avoid using my dryer to reduce household costs)

[4] Pureprofile Research, commissioned by Samsung, March 2026. N=1,001. I feel stressed when it rains because it means I can’t dry my clothes outside)

[5] Pureprofile Research, commissioned by Samsung, March 2026. N=1,001. (I feel concerned about energy usage every time I use my dryer)

[6] Example: DV80H4100CW. Tested in accordance with IEC 61121:2013/8kg Wash load/Cotton Cupboard with Heatpump (DV80F5E4HGW) vs. without Heatpump (DV80H4100CW). Results may

4 All in one Control is only available on matching Samsung washer and dryer, are stacked and connected.

[7] Pureprofile Research, commissioned by Samsung, March 2026. N=1,001. (I do more loads of washing in autumn and winter because I wear more layers)

[8] Pureprofile Research, commissioned by Samsung, March 2026. N=1,001. (On average, how many loads of clothes washing do you do every week?)

[9] Pureprofile Research, commissioned by Samsung, March 2026. N=1,001. (I would save more energy doing smaller loads of clothes washing more frequently rather than fewer large loads)

[10] Pureprofile Research, commissioned by Samsung, March 2026. N=1,001. (I would prefer a larger capacity washing machine to do fewer loads)

[11] Tested by Vipac on the WD90H19AHS Samsung Bespoke AI Laundry Combo comparing results with AI Energy Mode turned on (Wash – Avg 0.33914kWh / Dry – Avg 1.3782kWh) and off (Wash – Avg 0.44799kWh / Dry – Avg 1.5503kWh). Washer: Tested with 4.6kg dry load on the Cotton cycle at 40°C. Report No: 30W-26-0043 – TRP – 138077-0, dated 2 April 2026. Dryer: Tested with 8.8kg wet load on the Super Speed cycle. Report No: 30W-26-0045 – TRP – 137620-0, dated 1 April 2026. Actual energy saving may vary, depending on variables including the wash and/or dry cycle, type of detergent and laundry materials.

Samsung’s Bespoke AI appliances can now make it feel easy and seamless – from cooling the room before arrival to arranging game-night food, keeping the living room comfortable, and even taking care of the cleanup afterwards. For you, no matter what happens on the scoreboard, the experience at home can be a winning one.

Walk Into a Cooler Welcome

When all you want to do is get home and enjoy the game, opening the door to warm, still air can take the energy out of the evening before it even properly starts. Through SmartThings* you can remotely turn on your Bespoke AI Windfree Air Conditioner before you arrive. With Welcome Cooling**, the room can begin cooling while you are still on your way home, helping create a more comfortable space before anyone takes a seat.

By the time the door opens, the night already feels more settled. All you have to do is take your shoes off, take the cold drinks out and settle down on the couch.

Decide What to Serve With Ease

A perfect game-night would not be complete without good food that is tasty, easy to share, quick to prepare, and simple enough to enjoy without missing the action. For that reason, the hardest part is often deciding what to make.

Bespoke AI Refrigerator Family Hub helps make that first decision easier with AI Food Manager***. You can check and manage the ingredients registered in your Food List, then receive recipe ideas based on what is in the fridge. A few vegetables can become a refreshing side dish, cheese and leftovers can turn into a snack board, and then just one or two extra ingredients can bring it all together.

That quick check can also make the grocery run smarter. Chips, beer, ice cream, or celery; you can worry less about buying too much or forgetting the one thing that matters with the SmartThings app. Just pick up what you need and head home with a clearer plan for the night.

The goal is not complex, elaborate dishes. It’s to make it easier to prepare food that fits the rhythm of a summer match – quick bites, cold sides and shareable plates that keep everyone close to the screen.

Keep Cool When the Room Heats Up

Then the game begins.

A sudden counterattack, a shot off the post, a tense save; the room can warm up fast when everyone is moving around and getting excited.

Samsung’s Bespoke AI WindFree Air Conditioner helps make comfort one less thing to think about. It is the kind of comfort that stays in the background. The snacks stay within reach, eyes stay on the screen, and the living room stays ready for every pass, save and cheer through the final result.

Let the Dishwasher Take the Late Shift

The excitement may be over, but the dishes usually are not.

Snack plates, cups, sauce bowls, and cutlery can quickly pile up across the kitchen. After a late match, standing at the sink can feel like going into extra time.

That is where Samsung’s Freestanding Dishwasher with Auto Open Door becomes your hero. With Flex Load, you can adjust middle rack space more easily to fit different types of dishes after game night — from plates and bowls to glasses, pots, and pans. And even when the match ends late, cleanup does not have to keep the house awake. With the Extra Quiet Program****, you can run the dishwasher with less noise and leave the kitchen to reset while you wind down.

The highlight of the night will always be the match itself. But the difference between a good night and an effortless one often comes down to everything around it – the cool room waiting at home, the food that comes together quickly, the comfort that lasts through every cheer, and the cleanup that does not need to become tomorrow’s problem.

In these ways and more, Samsung home appliances help make summer sports nights at home feel smarter, smoother and easier to enjoy.

*Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Feature availability may vary by country, model and device.

**The Welcome & Away Care function uses smartphone geofencing and GPS to determine whether users are close to their personal set location. Performance may vary depending on the actual usage environment and the cooling function of each model.

***Available features may vary by country, region and model. Users may need to manually register, name or update ingredients and expiry dates in the Food List or SmartThings app. A Wi-Fi connection and Samsung account are required.

****The noise level of the DW60BG750FSLSA model: Extra Silence program: 40dB. Based on testing conducted in an internal laboratory.

Image simulated for illustrative purposes. Cables not shown.

Art has long been a reflection of personal style, helping homeowners shape spaces that feel uniquely their own. Today, that expression extends beyond traditional mediums and into the devices that occupy the heart of the home, including the television.

Designed to seamlessly blend art, technology and design, the 2026 Samsung The Frame Pro and The Frame transform the TV from a screen into a statement piece. Whether displaying artwork from a world-renowned exhibition, showcasing personal photographs, or delivering immersive entertainment, Samsung’s Art TVs are designed to complement modern living spaces while elevating everyday experiences.

Curious how an Art TV can transform your living space? Here are three ways Samsung’s 2026 The Frame Pro and The Frame bring together premium display technology, world-renowned art and thoughtful design to elevate the modern home.

1. A Personal Gallery with World-Renowned Art

Image simulated for illustrative purposes. Cables not shown.

Bringing art into the home has never been easier. Homeowners now have more opportunities than ever to discover, curate and enjoy artwork without leaving their homes.

According to Samsung’s 2025 Southeast Asia and Oceania TV Awareness Survey[1], 69% of Australian consumers familiar with The Frame agree that it is equipped with the latest technology. Samsung’s 2026 The Frame Pro and The Frame go beyond traditional television experiences with innovative Art TV features that bring world-renowned artworks directly into the home:

• The Samsung Art Store[2] features more than 5,000 works from over 800 artists and more than 80 global partners — including collaborations with Moomin and Art Basel 2026[3].
• Art Store Streams[4] deliver a curated collection of 30 complimentary artworks every month, refreshed around new themes and artistic styles.
• The new The Frame 98-inch brings a new scale of immersion with its majestic screen, transforming living spaces into private galleries.

2. Premium Entertainment for Every Home

Image simulated for illustrative purposes. Cables not shown.

While The Frame is known for its artistic appeal, it is also designed to deliver premium entertainment experiences for everyday viewing. The survey found that 66% of Australian respondents aware of The Frame associate it with exceptional picture quality, while 61% of Australian respondents view it as a premium and high-end TV[5].

The 2026 lineup delivers on these expectations through a combination of advanced display technology and intelligent experiences.

Exceptional Picture Quality

• Neo QLED 4K and Neo Quantum HDR on The Frame Pro bring every image to life with brilliant colour, remarkable depth and ultra-precise contrast[6].
• Quantum Mini LEDs that precisely control light for deeper contrast and sharper detail.
• Quantum Dot technology that produces more vibrant, true-to-life colours.

Smarter Viewing with Samsung Vision AI Companion

Beyond picture quality, The Frame Pro and The Frame are equipped with Samsung Vision AI Companion[7], Samsung’s integrated AI platform designed to make the TV more intuitive and context aware.

Through a dedicated AI button or a long-press of the Home button[8]on the Samsung smart remote, users can interact with content in new ways, from learning about characters and plotlines to controlling playback through voice commands.

Designed for Art and Entertainment

Whether displaying artwork or streaming a movie, both The Frame models are designed to deliver a comprehensive viewing experience.

• Glare Free display[9] keeps distractions to a minimum, reducing reflections while preserving vivid colour and brightness.
• Q-Symphony, which synchronises compatible Samsung TVs and soundbars for richer audio experiences[10].
• Samsung TV Plus, Samsung’s free ad-supported streaming service provides access to over 4,300 channels across 30 countries, allowing users to enjoy diverse content at no additional cost[11].

 3. Designed to Elevate Every Living Space

Image simulated for illustrative purposes. Cables not shown.

A television is more than an entertainment device these days, it is also part of the home’s overall design. 63% of Australian respondents familiar with The Frame associate it with an elevated look and feel[13]. Designed to complement modern interiors, the TVs seamlessly blend form and function through:

• Modern Frame Design that resembles a framed artwork.
• Customisable magnetic bezels[14] that snap on easily to suit different interior styles and personal preferences.

With the Wireless One Connect[15], The Frame Pro connects wirelessly to a separate box that can be placed up to 10 metres away from the TV, keeping cables out of sight and creating a cleaner, more refined set up.

Both TVs can also be mounted nearly flush against the wall using Samsung’s Slim Fit Wall Mount[16], helping it resemble a framed artwork rather than a traditional television.

Whether serving as a statement piece in the living room, displaying artwork throughout the day, or providing immersive entertainment for movie nights, Samsung’s 2026 The Frame Pro and The Frame are designed to integrate naturally into modern homes, bringing together art, technology and thoughtful design in a single experience.

The latest models are now available in Australia. Visit https://www.samsung.com/au/lifestyle-tvs/the-frame/ to explore the full lineup, including available sizes, customisable bezel options and the latest promotions.

[1] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Findings in this article are based on respondents who answered the relevant question (N = 1,199), N = 153 in SEAU

[2] Stream complimentary curated art or additional artworks available via subscription. Internet connection required.

[3] Collections on the Art Store are subject to change.

[4]Availability may vary by country. The time at which the 30 artwork are delivered each month may vary by region. The timing and frequency at which the artwork are delivered may vary by region. The number of free artwork delivered is subject to change without notice.

[5] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Findings in this article are based on respondents who answered the relevant question (N = 1,199), N = 153 in SEAU

[6] Separate subscriptions required for certain streaming services. Terms apply. The Range of Quantum HDR claims luminance based on internal testing standards and is subject to change according to viewing environment or specific conditions.

[7] Information based on current viewing available on Samsung TV Plus channels only. Provides AI created content, with accuracy not guaranteed. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. Availability of features may vary, depending on the source content and privacy settings. Requires internet connection.  Available on features on 2025 Q7F and above TVs. Feature accessible by the AI button 2026 TVs, or by the Home button (long press) on the remote control without an AI button for remote controls on 2025 TVs (Q7F and above) and 2026 Crystal UHD TVs.

[8] Users will need to review and accept the Privacy Notice the first time they use the service.

[9] The LS03HE has been independently verified as Glare Free: Reflection Glare UGR <10, Discomfort Glare UGR <22, Disability Glare UGR <34 by UL LLC. (UL Solutions), Certificate Number: V166045 – Exp. 31/12/2026.

[10] Check for Q-Symphony compatibility on soundbar product specifications. Soundbar sold separately.

[11] Channel number counts including Samsung TV Plus and Plex (third-party app) are current as of January 2025. Internet connection and Samsung account required.

[12] As at 23 June 2026. Validation for TV colour accuracy that expresses the same colour under standard light source (D65 based) with paper texture. (Error within ΔE ≤ 3.0 level that a person cannot feel colour difference). Picture quality may vary depending on quality and resolution of source content and viewing conditions. Screen image simulated for illustrative purposes.

[13] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Findings in this article are based on respondents who answered the relevant question (N = 1,199), N = 153 in SEAU

[14] Customisable Frame sold separately. Supported Customisable Frame lineup may vary by country.

[15] TV requires a separate power cable connection. Operating distance can vary depending on the surrounding environment. Wireless One Connect box may not work properly if placed inside a closed metal cabinet.

[16] The gap may differ based on the installation and wall type.

Samsung Electronics Co., Ltd. today announced a global partnership with Warner Bros. Pictures and DC Studios to mark the theatrical release of this summer’s epic new superhero adventure “Supergirl” on June 24. Through the partnership, Samsung is bringing fans closer to the film through Samsung Art Store in support of its global release[1].

“Samsung’s display business has long been shaped by the way people engage with film, sports, games and art,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “Through this partnership with Warner Bros. Pictures and DC Studios, we are bringing together the exciting, intergalactic visual world of ‘Supergirl’ with Samsung’s bold display experiences at home.”

Art displayed on The Frame Pro. Image simulated for illustrative purposes. Cables not shown.

Samsung Art Store, the leading digital art platform on Samsung Art TVs, is giving Australians a new way to experience DC-inspired art at home with a limited-time “Supergirl” collection, available from June 24, 2026 through to March 8, 2027. Featuring 15 exclusive digital artworks from DC Comics, the collection brings the character’s comic legacy to life across Samsung’s expanded 2026 Art TV lineup.[2]

“The compelling visual world that Craig Gillespie and his teams bring to life in ‘Supergirl’ is unlike anything we’ve seen in the DC Universe, and Samsung, through their innovative Art Store, brings consumers together with their singular technology to deliver that experience on their screens,” said Julie Moore, Head of Global Brand Partnerships at Warner Bros. Pictures. “Having partnered with them on ‘Superman,’ we were eager to work with them again to see how brilliant their ‘Supergirl’ experience would be, and they delivered.”

As the global TV market leader for 20 consecutive years,[3] Samsung continues to work across film, retail and home entertainment to connect audiences with the stories they follow on screen.

For more information, visit www.samsung.com/au

[1] Samsung Art Store subscription is required. Internet connection required.

[2] Samsung Art TVs include all 2026 models with Samsung Art Store above the M80H, excluding OLED S90H and OLED S85H.

[3] Global No.1 TV brand for 20 years. Source – Omdia, Feb 2026. Based on overall TV market share by manufacturer on an annual unit & revenue basis.

The TV plays a defining role at the heart of modern homes. It’s where people come together, shaping the mood for movie nights, offering background comfort in quiet moments, and anchoring the room when friends gather. As the TV is always visible and always present, it is expected to do more than entertain. It needs to be immersive when the moment calls for it, and seamlessly present when not in use.

Four Everyday TV Moments in Southeast Asia and Oceania Households

	1. Movie Night: When Performance Comes to life   When expectations rise, so must streaming quality. Picture clarity, colour accuracy and immersion have become essential — and movie night is when those demands are at their highest. Cinematic colour gradient and the texture of sound all depend on a TV that can faithfully reproduce what filmmakers intended.
Did you know? In Samsung’s 2025 Southeast Asia & Oceania (SEAO) TV Awareness Survey[1], 70% of respondents say high-quality content delivery is a top priority when choosing a new TV.
Designed for This Moment Powered by the Micro RGB AI Engine Pro[2], every frame on the Micro RGB TV is processed with vivid colour and clarity. Meanwhile, Dolby Atmos® multidimensional sound brings films alive with depth, drama and emotion you can hear and feel.[3]Beyond on-screen performance, Samsung’s Vision AI Companion[4] – a multi‑agent platform combining Large Language Model powered‑intelligence with Bixby to support natural conversations – enables viewers to enjoy smarter and more intuitive interactions, like asking questions and exploring content in real-time without interrupting their viewing experience.[5]

	2. Tranquil Moments: When Presence Matters As homes become more multi‑functional, the TV is more than just a screen — it’s part of the space. How it looks when turned off, how it blends into the room’s aesthetic, and how it complements everyday living now matter just as much as its on‑screen performance.
Did you know? 75% of consumers say they prefer the design of the Samsung Frame over other TVs on the market[1]
Designed for This Moment The Frame Pro’s screen transforms into a canvas with Art Mode[6] giving users the choice to select pieces from a curated selection of world-renowned artwork, with regularly refreshed collections from the Art Store[7] that bring new inspiration. Paired with a refined, modern frame design and glare-free screen,[8] premium art can be enjoyed anytime from the comfort of home.

	3. Wind-Down Moments: When Responsiveness Matters Late in the evening, the mood shifts. Gaming becomes immersive as the room darkens and the screen takes over. In these moments, responsiveness matters most, and the best experience is when the tech can keep up with all the exciting action.
Did you know? 1 in 4 TV owners in SEAO pair their screen primarily with a gaming console making responsiveness and picture precision key considerations at purchase1
Designed for This Moment Samsung OLED TVs excel in delivering an immersive viewing and gaming experience. With deep blacks, clean whites and lively colours, every scene stays crisp and focused — even in darker, more intimate settings. Built for ultrasmooth gameplay, gamers can enjoy exceptionally fluid visuals and sharp clarity during fast‑ paced‑ action, while Samsung’s Gaming Hub provides instant access to console and cloud-based gaming platforms, including Xbox and NVIDIA GeForce NOW[9].

	4. Match Day and Hosting: When the Room Comes Alive   When friends come over, the TV often becomes the focal point of the home. Every extraordinary goal, every nail-bitingly close call, every tense replay can be felt together on the sofa. The TV doesn’t just show what’s happening; it sets the atmosphere for the whole experience.
Did you know? Nearly 70% of SEAO respondents say the most cinematic and immersive experience possible is an important factor in their next TV purchase[1]
Designed for This Moment This is where Mini LED makes a difference. With intelligent picture and sound tuning, the action feels immediate and alive placing you right in the heart of the stadium while you lounge on your couch. AI Soccer Mode[10], available on the 100″ M90H as well as other selected Samsung AI TVs like the 100” QN80H, and more, delivers a more exciting gameday experience with optimisation of picture and sound to bring the atmosphere of the stadium into your living room.   Additionally, the AI Sound Controller[11] lets you personalise your listening experience, adjusting voice and background levels for whatever you’re watching, so you can choose to focus on the elements that matter most to you.

What This Means for Choosing a TV Today

Choosing a TV today is no longer just about specifications or size. It’s about finding a screen that adapts to every moment, complements every space, and elevates your entertainment experiences. In 2026, Samsung’s line-up of AI Televisions will continue to deliver superior picture quality, together with smarter and more personal experiences.

One screen. Every moment. Discover the TV for you: https://www.samsung.com/au/tvs/all-tvs/

[1] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Fieldwork: November 2025.

[2] Viewing experience may vary according to types of content and format. Upscaling may not apply to PC connection and Game Mode.

[3] Source content must be Dolby Atmos® enabled for Dolby Atmos® playback.

[4] Information based on current viewing available on Samsung TV Plus channels only. Provides AI created content, with accuracy not guaranteed. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. Availability of features may vary, depending on the source content and privacy settings. Requires internet connection. Available on features on 2025 Q7F and above TVs. Feature accessible by the AI button 2026 TVs, or by the Home button (long press) on the remote control without an AI button for remote controls on 2025 TVs (Q7F and above) and 2026 Crystal UHD TVs.

[5] Compared to 2024 Bixby feature. Multi turn is supported for 10 languages: US/UK/IN(en)/DE/FR/IT/ES/BR/MX/KR. Not all accents, dialects and expressions recognised.

[6] Samsung Account log-in and Wi-Fi connection are required. Includes free 30 refreshed artworks monthly through Art Store Streams and over 70 ambient content supported complimentary throughout the year. Paid subscription required to enjoy all the art from the Art Store.

[7] Samsung Account required for network-based smart services, including streaming apps and other smart features. Separate [connected] computer, mobile or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) available.

[8] The LS03HW has been independently verified as Glare Free: Reflection Glare UGR <10, Discomfort Glare UGR <22, Disability Glare UGR <34 by UL LLC. (UL Solutions), Certificate Number: V166045 – Exp. 31/12/2026.

[9] NVIDIA G-SYNC compatibility requires connection to a compatible NVIDIA graphics card and may require enabling VRR settings in both the TV and GPU driver settings. Performance may vary depending on system configuration.

[10] Feature availability and performance may vary depending on the content viewed and the apps used. Features and availability may vary by model and region. Viewing experience may vary according to types of content and format.

[11] AI Sound Controller only available when audio is played directly through the TV, not through a separate sound device. Select ‘TV Speaker’ in ‘Sound Output’ settings to use this feature. Availability and performance will vary according to several factors including source content and application in use. Not all accents, dialects and expressions may be recognised by voice command.

The Scream (1910) on The Frame Pro. Image simulated for illustrative purposes. Cables not shown.

Samsung Electronics Co., Ltd. today announced a new collaboration with MUNCH to add iconic artworks by Edvard Munch to Samsung Art Store. The digital collection makes 37 masterpieces such as “The Scream,” “The Dance of Life” and “Melancholy” — as well as several rare works from the museum’s collection — available to millions of users around the world.

“Samsung creates products that inspire people and help them express themselves through design and culture,” said Tommy Nilsson, TV & Audio Director at Samsung Nordics. “With Samsung Art Store, we make world-class art available to millions of people, and through this collaboration with MUNCH, we are bringing an important part of European artistic heritage into people’s homes.”

Samsung Art Store Opens Up MUNCH Archives

Two People at Table (1936-1942) on The Frame Pro. Image simulated for illustrative purposes. Cables not shown.

Alongside Munch’s iconic masterpieces, the collection offers a more intimate view of Edvard Munch’s artistry with rarely seen works such as “Garden with Trees” and “Two People at Table.” These works are part of a collection of treasures preserved in the museum’s archives, many of which must be kept in carefully controlled environments to protect them from further deterioration. Their condition makes them too vulnerable for public display, even at the museum in Oslo.

“This collaboration is an exciting opportunity to share Edvard Munch’s art with audiences beyond the museum’s walls in Oslo,” said Tone Hansen, Director of MUNCH. “Through Samsung’s global reach and Art TV technology, we can make Munch’s work more accessible to people around the world, and we are incredibly honored to collaborate with Samsung on this meaningful initiative.”

The collection will be exclusively available on Samsung’s Art TV lineup through Samsung Art Store, providing users with a close look at Munch’s private world by allowing them to explore and display the artist’s hidden gems at home.

Where Technology Meets Fine Art

The Sun (1912) on The Frame. Image simulated for illustrative purposes. Cables not shown.

Samsung is redefining the role of the TV in the home by merging premium display technology with elegant designs that blend naturally with interior. As Samsung Art Store expands across the Art TV lineup, which includes The Frame and The Frame Pro, OLED S95H, Neo QLED and Micro RGB,[1] the company is connecting everyday interiors with curated artwork from leading museums, galleries, and artists.

Kissing Couples in the Park (The Linde Frieze) (1904) on The Frame. Image simulated for illustrative purposes. Cables not shown.

Through Samsung Art Store, users can access more than 5,000 artworks from renowned artists and institutions, now including works from MUNCH. Each piece is faithfully reproduced in high quality, allowing people around the world to enjoy art as part of everyday life.

The artworks selected from MUNCH will be available worldwide on Samsung Art Store starting June 1, 2026.

[1] Compatible 2025 models include Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, Q8F, Q7F. Compatible 2026 models include Micro RGB, OLED S95H, Neo QLED, Mini LED, The MovingStyle, The Frame and The Frame Pro. Availability of Samsung Art Store may vary by model, market and subscription status.

Samsung Electronics is giving K-Pop fans a new way to experience the front-row energy of live SM Entertainment concerts from home – no ticket required. Building on the exclusive livestream of SMTOWN LIVE 2025 in L.A., Samsung TV Plus is expanding its collaboration with SM Entertainment to bring monthly concert broadcasts from popular SM artists to Samsung TVs and compatible Samsung devices through its subscription-free service[1].

The Monthly SM Concert series will be available exclusively on the SMTOWN channel, the Samsung TV Plus destination for SM Entertainment content. Available in Australia, New Zealand, Brazil, Mexico and Korea, the collaboration will bring premium K-Pop performances to growing fan communities in these markets.

A Monthly K-Pop Stage, Built for Fans

To kick off the Monthly SM Concert series, NCT WISH’s first concert tour, “’INTO THE WISH: Our WISH’ ENCORE IN SEOUL,” will premiere live on Saturday, May 30 at 7 p.m. local time. Following the premiere, fans can tune in to the SMTOWN channel every Saturday at 7 p.m. for encore programming and future monthly concert streams, creating an easy weekend rhythm for watching SM performances from home.

With more SM artists and concert streams to be announced, the series will offer fresh performances and encore programming throughout the year, giving fans more ways to watch and revisit the artists they love on the biggest screen at home.

Viewers can also use SmartThings on any smartphone or Samsung TVs to set reminders before each stream[2], so they never miss a moment. For fans with compatible connected Samsung devices at home, SmartThings can help create a richer viewing environment by adjusting sound and lighting settings, bringing more of the concert atmosphere into the living room.[3]

The Best Seat Is at Home

Samsung TV Plus continues to grow as a global destination for Korean entertainment, offering more than 4,000 hours of free-to-stream Korean content – from dramas, thrillers and romance to crime series, music programming and live event experiences.

The Monthly SM Concert series builds on this offering with monthly programming that lets fans follow every minute of their favourite SM performances from home, at no additional cost.

Made for everyone and every moment, Samsung TV Plus offers over 200+ channels to Australians, subscription-free and exclusively across Samsung TVs, Samsung Galaxy phones, XR headsets, Galaxy Tab, Smart Monitor, and select Family Hub lineups. This includes Samsung’s 2026 TV series, spanning Samsung Micro RGB TV, Neo QLED, OLED, The Frame, The Frame Pro, and more.

More information on Samsung TV Plus is available at samsungtvplus.com.

[1] Ad-supported streaming service with content subject to change without notice.

[2] Requires Samsung Account, internet connection and SmartThings enabled devices. Please visit www.samsung.com/au/apps/smartthings/ for a list of current compatible devices.

[3] Sound quality will vary depending on environmental characteristics (including ceiling) and source content.