The updated Sleep Apnea feature, available through the Samsung Health Monitor app, marks a significant leap forward from its predecessor. The enhanced algorithm analyzes a user’s vitals during sleep in greater depth and now provides insight into the level of breathing disruptions detected — going beyond the previous sleep apnea risk assessment to deliver more comprehensive, meaningful information that helps users better understand their condition, which can lead to productive conversations with healthcare professionals.

Most notably, Samsung is extending sleep apnea risk detection to a smart ring for the first time. Galaxy Ring’s comfortable, lightweight design makes it easy to wear through the night and convenient for sleep measurement, encouraging nightly wear. With the feature’s low data requirement, users can gain meaningful insight into their sleep health from as little as two nights of monitoring within a 10-day period. By offering the feature on both Galaxy Watch and Galaxy Ring, Samsung lets users monitor their sleep health in the way that best fits their lifestyle.

Samsung’s original Sleep Apnea feature previously received groundbreaking U.S. FDA De Novo authorization in February, 2024 — the first of its kind for a wearable device designed to detect signs of moderate to severe sleep apnea. Building on that clinically validated reliability, the updated feature has now also been approved by Korea’s MFDS last October. Samsung will continue to expand the feature’s availability so more people around the world can detect possible signs of sleep apnea and take proactive steps toward better sleep health. This underscores Samsung’s dedication to accessible preventive care, with sleep health serving as a fundamental pillar.

“Samsung has long worked to make sleep health a simple and seamless part of everyday life,” said Jongmin Choi, Head of Health R&D Group, Mobile eXperience (MX) Business, Samsung Electronics. “This approval from Korea’s MFDS, along with our introduction of the world’s first support for a smart ring, reflects our commitment to accessible innovation. We are giving people the tools to help spot possible early signs of sleep apnea and take charge of their wellbeing.”

1. The Sleep Apnea feature is an over-the-counter (OTC) software-only, mobile medical application operating on a compatible Samsung Galaxy Wearable and Phone. This feature is intended to detect signs of moderate to severe sleep apnea in the form of significant breathing disruptions in users 18 years and older, over a two-night monitoring period. It is intended for on-demand use and requires two nights of valid data within a 10-day period. This feature is not intended for users who have previously been diagnosed with sleep apnea. Users should not use this feature to replace traditional methods of diagnosis and treatment by a qualified clinician. ︎
2. Available on Galaxy Watch 9 running Wear OS 7.0 or higher. Support for Galaxy Watch 7/8 will expand through future software updates. ︎

Meet Samsung Micro RGB TV, with microscopic RGB LEDs under 100 μm creating a world of vivid, precise color. With a powerful AI engine that upgrades your favorite content and a Glare-Free, anti-fingerprint surface for a worry-free experience, it’s the ultimate blend of performance and convenience.

Check out the video to see how Samsung Micro RGB TV is transforming the viewing experience through cutting-edge light source technology and AI.

Taking place in Senegal from Oct. 31 to Nov. 13, Dakar 2026 is bringing together more than 2,700 young athletes from 207 countries across 25 sports. It also marks a historic milestone as the first Olympic sporting event to be held on the African continent. Additionally, Samsung is drawing on nearly four decades of experience within the Olympic Movement to further strengthen its commitment to the Youth Olympic Games, which dates back to the inaugural edition, Singapore 2010.

“The Youth Olympic Games represent an important stage in a young athlete’s journey — where competition, connection, and personal growth come together,” said Stephanie Choi, Executive Vice President and Head of Global Brand Center at Samsung Electronics. “At Dakar 2026, we are committed to bringing the Games to more people and enriching the experience for the athletes who take part through purposeful Galaxy innovation and programs designed around their needs.”  

Helping Power the Youth Olympic Games: Bringing Galaxy Innovation to Dakar 2026

Having introduced sports technology integrations at Paris 2024 and Milano Cortina 2026, Samsung is now bringing these innovations to the Youth Olympic Games for the first time.

Galaxy S26 Ultra devices are being incorporated into skateboarding and taekwondo coverage alongside existing broadcast cameras, enabling handheld, close-up, and vertical perspectives that can complement traditional production. Dakar 2026 is also serving as an opportunity to test and learn from these applications as Samsung continues exploring how mobile technology can support future Games experiences — including on the road to the LA28 Games.

The Olympic Victory Selfie is making its Youth Olympic Games debut at Dakar 2026, extending a program that has become an iconic expression of athlete celebration at the Olympic and Paralympic Games since its debut at Paris 2024. Centered on connection, emotion, and self-expression, Victory Selfie gives athletes a more personal way to capture and share the moments that define their journey.

Using Galaxy Z Flip7 Olympic Edition devices, medalists across disciplines will have the opportunity to commemorate their winning moments as part of Victory Selfie activations around medal ceremonies to create lasting memories of their achievement that are sharable with friends, family, and supporters around the world.

Supporting Athlete Journeys: Enriching the Games-Time Experience for Young Olympians

At the Samsung Open Station inside the Youth Olympic Village, Samsung is creating a welcoming, relaxed space where athletes can step away from competition, meet peers from around the world, and explore new ways to express themselves through Galaxy technology. Inspired by Dakar’s coastal environment, the space brings together interactive activities designed to help athletes celebrate their individuality, create lasting memories, and reflect on where their journeys may take them next. These activities include:

• Victory Talk — Athletes can capture their Dakar 2026 experience through a short-form video built around casual questions about themselves, their time at the Games, and their aspirations for the future.

• Victory Wall — Using Galaxy devices, athletes can transform their photos into personalized Olympic-themed characters and posters, celebrating their individuality and creativity.

• Victory Photo Zone — Athletes can recreate the excitement of a medal ceremony moment by capturing and sharing the excitement of standing on the podium.

• Community Lounge — A relaxed social space where athletes can connect with one another, play a Dakar-themed mobile skateboarding game, personalize keepsakes, and discover Galaxy Tips designed to help them get more from their devices.

• Mentoring Session: Beyond the Medal — A mentoring session where Olympians and IOC Athlete Role Models help young athletes shape their lives beyond competition.

Samsung’s Commitment to the Olympic Games: Bringing Dakar 2026 Closer to Local Communities

Dakar 2026 marks a milestone as both the first Olympic sporting event held on the African continent and as a new chapter in Samsung’s support of the Youth Olympic Games, which dates back to Singapore 2010. Alongside its athlete-facing programs, Samsung is extending the excitement of the Games into communities across Senegal through local media, digital, retail, and consumer activations designed to help more people take part in the excitement of Dakar 2026.

Out-of-home campaigns will spotlight Dakar 2026 — and Samsung’s programming — across key locations in Dakar and Senegal while Samsung consumer experience zones will bring the excitement of the Youth Olympic Games into local communities. This will give fans opportunities to explore Galaxy technology, take part in interactive sports and AI-powered challenges, and create their own Olympic-inspired moments.

Samsung is also working with domestic partners on their retail initiatives for Dakar 2026, including special Galaxy offers and in-store activations, while a citywide pin program spanning Samsung locations will encourage consumers to explore the Games and participate in Samsung experiences throughout Dakar.

Together, these programs extend Samsung’s commitment to the Olympic Games beyond the competition venues — supporting young athletes at the center of the Games while creating more ways for local fans and communities to experience and celebrate this historic moment.

About Samsung’s Involvement in the Olympic Games

Samsung has been a Worldwide Olympic Partner since the Olympic Winter Games Nagano 1998. For over 25 years, athletes and fans have trusted Samsung’s transformative mobile technology to share the Olympic spirit globally and help to shape the digital future of the Olympic Games. The company’s commitment to the Olympic Movement soon faces its fourth decade of partnership and extends through the LA28 Games. Samsung’s purposeful innovations in the wireless communications and computing equipment category, including equipment that features artificial intelligence, virtual reality, augmented reality, and 5G will help to change the way the world experiences the Olympic Games.

About Samsung’s Involvement in the Youth Olympic Games

Samsung has supported the Youth Olympic Games since the inaugural Singapore 2010 Youth Olympic Games, accompanying young athletes as they take on new challenges and begin their Olympic journeys. At Dakar 2026, Samsung continues that commitment by using Galaxy technology and athlete-focused experiences to help the next generation connect, create, and share their stories on the Olympic stage.

The Company posted KRW 195.3 trillion in consolidated revenue, another all-time quarterly high, representing a quarter-on-quarter (QoQ) increase of 14%. Operating profit reached KRW 107.4 trillion, making Samsung Electronics the world’s first tech company to exceed KRW 100 trillion in quarterly operating profit.

The Device Solutions (DS) Division posted a QoQ sales increase of 15%, with the Memory Business setting an all-time high for quarterly revenue and operating profit, as semiconductor demand is set to remain robust.

The Device eXperience (DX) Division posted a QoQ revenue increase of 8% and recorded an operating loss of KRW 0.8 trillion.

DS To Sustain Growth by Proactively Meeting Growing Demand for AI Applications

The DS Division posted KRW 147.1 trillion in consolidated revenue and KRW 106.5 trillion in operating profit for the third quarter.

The Memory Business achieved another record-breaking quarter by managing its product mix, with a focus on AI products, amid capacity constraints. Strong demand momentum for servers led to higher market prices across all applications.

Additionally, the Business experienced continued robust demand, driven by AI applications. It significantly scaled up sales of HBM4 on the back of industry-leading product competitiveness while proactively addressing growing demand for server SSDs.

In Q4 2026, the Memory Business expects industry-wide competition for AI leadership to drive continued AI infrastructure investment. Memory demand growth is projected to revolve around new CPU and GPU platform-related products, while surging QLC SSD demand will be linked to the expansion of personal AI agent services.

The Memory Business will also maintain a sales strategy focused on AI applications in order to solidify market leadership. Leveraging its industry-leading products and unmatched scale, the Business aims to achieve this by further increasing HBM, server DRAM, and SSD sales, while also increasing the supply of high-speed server DDR5 products and QLC SSDs.

In 2027, the Business expects AI infrastructure capital expenditure to reach a historic level as the AI ecosystem expands. Additionally, increasing AI-driven demand will far exceed the industry supply in comparison with 2026. The Business also aims to leverage its superior technology to bolster market leadership and optimize product mix in alignment with market trends and customer needs.

It plans to lead the high-end market and sharpen its AI-driven portfolio while building a stable sales base by securing multi-year contracts and ensuring timely readiness of new products tailored to the requirements of AI applications.

The System LSI Business achieved revenue growth in Q3 2026, driven by the mass production of systems-on-a-chip (SoCs) and image sensors for new models launched in H2. Additionally, the custom SoC business secured projects by establishing new customer partnerships.

In Q4 2026, the Business plans to maintain stable production and sales of flagship SoCs and 200MP image sensors.

In 2027, the System LSI Business aims to expand flagship SoC sales and strengthen partnerships with custom SoC customers. It also plans to accelerate sales of flagship high-resolution image sensors and diversify into non-mobile applications.

The Foundry Business experienced a notable revenue and earnings improvement on HBM base-die sales growth and expanded advanced-node sales, as well as continued order wins centered on 2nm HPC customers, including major hyperscalers.

Looking ahead to Q4 2026, the Foundry Business plans to achieve double-digit revenue growth and continued earnings improvement on new mobile products, mass production ramp-up of 4nm NPUs, and expanded memory product sales.

In 2027, the Business will aim for revenue growth led by 4nm and 2nm advanced nodes based on strong AI and HPC demand. It also expects to strengthen its global supply capabilities with the commencement of operations at its new fab in Taylor, Texas.

SDC To Build On Growth With Enhanced, Diversified Product Lineup

Samsung Display Corporation (SDC) posted KRW 8.0 trillion in consolidated revenue and KRW 1.1 trillion in operating profit for the third quarter.

For the small and medium display business, SDC reported improved earnings based on solid demand for high-end mobile products, while the large display business expanded sales volume and revenue on the growth of the gaming monitor market.

In Q4 2026, SDC expects a positive effect from year-end peak seasonal demand and new product launches, but it anticipates a limited improvement in earnings due to external factors.

During the quarter, the small and medium display business will pursue sales expansion by actively responding to customer demand, while the large display business will focus on improving profitability centered on gaming monitors.

In 2027, SDC expects continued market demand weakness amid ongoing uncertainty. For smartphones, the small and medium display business aims to increase the portion of premium products like foldables, and for IT, the business will pursue sales expansion through the ramp-up of the new 8.6G IT line and strengthening of the product lineup. The large display business aims to continue pursuing improved profitability centered on high value-added models.

MX To Maintain Mobile Leadership by Capitalizing on the High-Growth Premium Market

The MX and Networks Businesses posted a combined KRW 37.7 trillion in consolidated revenue and reported an operating loss of KRW 0.6 trillion for the third quarter. Revenue increased QoQ and year-on-year (YoY), mainly driven by new flagship launches including foldables. Earnings increased QoQ with an improved flagship sales mix, but declined YoY due to cost pressures.

In Q4 2026, the MX Business plans to drive year-end peak-season sales growth centered on flagships including the Galaxy S26 series, Galaxy Z Fold8 Ultra, and Z Fold8, as well as new ecosystem products. It will also seek to mitigate profitability risks through efficiency improvements across all business processes.

In 2027, the MX Business aims to maintain its mobile leadership by focusing on three strategic priorities. First, it will improve its product mix, centered on flagships with differentiated experiences by customer segment. Second, it will enhance the desirability and deliver tangible value of products through hardware and form-factor innovation. Third, it will minimize declines in profit with agile market responses and operational efficiency initiatives.

In Q3 2026, the Networks Business saw a decline in earnings QoQ and YoY due to lower North American and high-margin software sales. In Q4 2026, the Business aims to secure profitability through revenue growth in North America, Korea, and Japan. In 2027, the Business plans to drive profitable growth by securing new orders amid telco investment headwinds.

VD/DA Businesses and Harman To Extend AI-Based Product Innovation

The Visual Display (VD) and Digital Appliances (DA) Businesses posted a combined KRW 13.9 trillion in consolidated revenue and reported an operating loss of KRW 0.2 trillion for the third quarter.

The VD Business saw revenue decline due to the conclusion of major sporting events, while earnings decreased due to increased costs. In Q4 2026, the Business aims to capture peak season demand through strengthened channel partnerships and differentiated marketing, while expanding sales of premium products in order to offset the impact of rising costs. In 2027, while overall TV demand is expected to remain flat or decline slightly, the Business will focus on securing profitable growth engines by delivering differentiated TV experiences, as well as strengthening the service and platform businesses.

Meanwhile, the DA Business’ earnings declined due to higher costs related to raw materials and logistics, despite stronger domestic marketing efforts and growth in the B2B and subscription businesses. In Q4 2026, the Business intends to improve profitability with a higher premium mix, and in 2027, it aims to secure profitability by expanding sales of innovative AI products and growing its high-margin B2B businesses.

Harman posted improved earnings on expanded audio and automotive sales, with a boost from non-recurring U.S. tariff refunds. Looking ahead, the Business will seek to maintain stable growth momentum by developing new automotive business and extending audio leadership through portfolio enhancements.

Shareholder Return: Q3 Dividend Details and Total Payout

The third-quarter cash dividend amounts to KRW 4,601 per common share and KRW 4,601 per preferred share, totaling KRW 30 trillion.

Of the estimated KRW 90~110 trillion in total shareholder returns for 2026, and with KRW 35 trillion already planned or completed, the company anticipates the remaining funds to be KRW 55~75 trillion.

The return of the remaining funds will include a substantial share repurchase and cancellation program, along with cash dividends.

The Company recognizes the growing market interest in the price gap between common and preferred shares, and is committed to actively considering and adjusting the proportion of preferred shares in our share repurchase and cancellation program based on market conditions.

The next shareholder return policy, along with the final amount of shareholder returns and the specific execution plans for the remaining funds for 2026, will be finalized at the Board meeting scheduled for late January 2027, with an announcement to follow.

Third Quarter 2026 Capital Expenditures

In the third quarter, Samsung Electronics’ capital expenditure reached KRW 29 trillion, an increase of KRW 12.2 trillion quarter-on-quarter (QoQ) and KRW 19.8 trillion year-on-year (YoY). Capital expenditure consisted of KRW 27.2 trillion spent in the Device Solutions (DS) Division and KRW 1.1 trillion in Samsung Display Corporation (SDC). The cumulative total for the January-September period is KRW 56.9 trillion, up KRW 24.7 trillion YoY, with KRW 52.8 trillion allocated to the DS Division and KRW 2.4 trillion to SDC.

The full-year capital expenditure for 2026 is expected at approximately KRW 84.4 trillion, including KRW 76.8 trillion allocated to the DS Division and KRW 3.9 trillion to SDC.

For the DS Division, investments are planned for new fabs and other infrastructure to meet strong AI and HPC demand while ensuring readiness for the mid-to long term. For SDC, investments will focus on upgrades to existing production lines.

Samsung Electronics today announced that Interbrand, a global brand consultancy, ranked the company No. 5 on its annual “Best Global Brands” list for the seventh consecutive year, with a brand value of USD 105.2 billion. Samsung is the only company based in Asia to remain in the global top five each year since 2020.

Interbrand’s evaluation reflected:

• Record earnings, driven by focused investments in AI semiconductors
• Stronger AI competitiveness in the Device eXperience (DX) Division
• A customer-centric brand strategy under the “One Samsung” approach

The Device Solutions (DS) Division continued to grow by increasing the supply of high-value memory products to meet rising demand for AI. It also maintained its technological leadership with the industry’s first mass production and commercial shipment of HBM4.

The DX Division is bringing greater convenience to people’s daily lives through personalized AI experiences and connectivity across its products, including mobile devices, televisions, and home appliances. This year, Samsung introduced Galaxy Z Fold8, an eighth generation Galaxy foldable, featuring a new form factor and a 4:3 display aspect ratio that redefines the foldable category. The design resonated strongly with younger consumers while broadening the device’s appeal across generations.

As one of the longest-standing brand consultancies, Interbrand evaluates brand value annually through a comprehensive analysis of a company’s financial performance and outlook, the brand’s influence on purchasing decisions, and its competitiveness. The evaluation considers strategy, empathy, differentiation, customer engagement, consistency, and trust.

To meet these needs, Samsung Electronics has launched Galaxy Buds On, its first open-ear earbuds. Combining a clip-on design with rich sound and AI-powered features, Galaxy Buds On offers greater freedom and flexibility.

Samsung Newsroom put Galaxy Buds On to the test to see how they perform in everyday situations.

🕢 07:30
Comfort and Awareness on Every Run

Galaxy Buds On’s clip-on design rests lightly on the ears for a comfortable fit. Even with vigorous head movements, the earbuds stay securely in place.

Before a run, users can explore routes while warming up without taking out their smartphones. Saying “Hey Google, let’s talk Live” launches Gemini Live, allowing them to ask for running route recommendations and details such as distances and key features.

A tap on the back of an earbud starts music playback, and TwinBoost speaker delivers enhanced bass compared to previous Galaxy Buds models for richer sound.

The clip-on design lets users hear passing bicycles and runners approaching from behind while listening to music, helping them stay aware of their surroundings.

Voice commands offer another way to control music playback without touching the earbuds. Users can say “Next song” or “Previous song” to switch tracks or “Volume up” and “Volume down” to adjust the volume.

🕙 10:00
A Smart, Hands-Free Work Companion

Galaxy Buds On also proves useful in shared workspaces, thanks to Audio Leakage Reduction¹ technology that minimizes sound escaping from the earbuds.

After a meeting, Quick Voice Memo² helps users organize their to-do lists. Once user speaks after pressing and holding the back of an earbud, recording starts immediately. Later, users can ask Bixby about their tasks and hear the details aloud, eliminating the need to search through saved recordings.

Head Gestures feature comes in handy when users have their hands full. They can nod to answer incoming calls or shake their heads to decline them. Simple head movements also let users check message notifications and dismiss alarms.

🕡 18:30
Clear Calls, Even on Noisy Commutes

Galaxy Buds On remains comfortable even after hours of wear, without putting pressure on the ears.

The earbuds also maintain call clarity in noisy environments, such as crowded subway stations.

Intelligent Clear Call makes this possible. Three microphones, a bone conduction-based Voice Pickup Unit Sensor, and a machine learning-based solution work together to isolate the user’s voice and reduce background noise.

From morning runs to the journey home, Galaxy Buds On fits naturally into the rhythm of the day. Its clip-on design, Voice Command, and AI-powered features make everyday tasks easier to manage.

Galaxy Buds On lets users enjoy their audio without losing touch with the world around them.

1. Due to the design, some sound may leak depending on the playback volume, ear shape, and ambient noise levels. Sound leakage may be more noticeable in quiet environments. Actual performance may vary depending on the environment and fit. ︎
2. Available on Galaxy AI-enabled devices and requires the Samsung Voice Recorder and Bixby apps. The press-and-hold gesture must be configured separately in Settings. ︎

Both brands are part of HARMAN, a wholly owned subsidiary of Samsung Electronics. In 2026, the companies mark three milestones — JBL’s 80th anniversary, Bowers & Wilkins’ 60th anniversary, and 10 years of the Samsung-HARMAN partnership.

Samsung Newsroom spoke with Dave Rogers, President of the Lifestyle Division, and Armin Prommersberger, Chief Technology Officer, both at HARMAN, about the values that have shaped the two audio brands, the evolution of the Samsung-HARMAN partnership, and what lies ahead.

A Legacy of Pioneering Spirit and Innovation

Q. What has allowed JBL and Bowers & Wilkins to remain relevant across generations?

Rogers: JBL has never assumed that what worked yesterday would be enough for tomorrow. The brand has expanded beyond cinemas and studios into festivals, cars, homes, headphones, and portable speakers.

Technology, listening habits, and culture have changed, but the reason people care about sound remains the same. Sound evokes emotion, creates memories, and brings people together.

The journey from the JBL 4310 studio monitor to the JBL L100 loudspeaker captures this well. The 4310 was developed for professionals whose work demanded critical listening. JBL then carried that professional audio DNA into the L100, bringing professional-grade sound into the home. The L100 went on to become the brand’s best-selling loudspeaker. More than a technological evolution, this transition reflected JBL’s ability to connect the people who shape culture with those who live it.

Bowers & Wilkins has followed a different path from JBL. Designed for accuracy, its 801 loudspeaker became a reference monitor for engineers at Abbey Road Studios — the recording studio that has worked with some of the world’s most celebrated artists — reflecting the brand’s commitment to acoustic precision and fidelity to the original performance.

Different personalities, but the same refusal to compromise on what matters.

Q. What is one core value of JBL and Bowers & Wilkins that should never change?

Rogers: Our obsession with quality and the experiences both brands deliver. Products and technology will change, but how we make people feel — that’s the standard.

Prommersberger: Curiosity. The moment an engineer says, “That’s good enough,” we have a problem. Fortunately, we have quite a few people at HARMAN who find “good enough” deeply irritating.

Bowers & Wilkins’ Nautilus loudspeaker is a great example. The brand had already made significant progress in reducing unwanted vibration with its Matrix cabinet technology, but John Bowers and his research team questioned whether the cabinet itself was part of the problem. That question led to five years of research and ultimately to the development of Nautilus, featuring a tapered-tube design to absorb unwanted sound from the back of the drive units.

Good engineering is not only about solving problems. Sometimes, it is about becoming uncomfortable with the solutions that have already made you successful.

Q. And what must continue to change?

Prommersberger: Technology. People’s expectations don’t stand still, and we’re moving toward experiences that understand context, adapt intelligently, and become more personal.

Today, we still do a lot of work for our devices — choosing modes, opening apps, and adjusting settings. With AI and greater connectivity, technology can better understand us and adapt more naturally to our needs.

The breakthrough will not be that our devices can do more. It will be that we have to manage them less.

Complementary Strengths, Shared Ambition

Q. What have Samsung and HARMAN achieved and learned over 10 years of partnership?

Rogers: One of the earliest examples was bringing HARMAN’s audio expertise into the Galaxy experience through AKG, a HARMAN company. We combined our knowledge of sound with Samsung’s capabilities in mobile technology, design, and scale to enhance products people already use every day.

We then applied this approach more broadly through the Automotive Digital Cockpit, combining Samsung’s strengths in displays and connected ecosystems with HARMAN’s automotive and in-cabin expertise. The ambition was no longer simply to bring better technology into cars but to see them as part of people’s connected lives.

We’ve learned how to turn our differences into strengths.

Throughout our journey together, we’ve also learned to think bigger and faster. Samsung has an extraordinary ability to turn ideas into technology that touches people’s lives on an enormous scale. That mindset challenges us — in a good way.

The Future of Sound That Moves People

Q. Samsung and HARMAN share a vision for connected experiences. What could that look like throughout someone’s day?

Prommersberger: Imagine a typical day. You wake up, and your Galaxy devices are ready to help you start the day. When you leave home and get into your car, the vehicle can adapt to your journey and the preferences you’ve chosen to share.

Your audio experience continues naturally. Information is prioritized based on the situation while you’re driving, and the cabin adjusts to the people inside. On the way home, your car and home can work together to make the transition feel almost seamless.

A truly connected day should have fewer seams in it. Users shouldn’t have to think about which app to open or which setting to change. They should simply feel that technology understands the flow of their day and gets out of the way.

Q. What excites you most about the next 10 years?

Prommersberger: I think technology is going to understand us much better — our environment, preferences, activities, and needs. That creates new possibilities for sound, mobility, and connected experiences.

Technology should become more intelligent so the experience can become more human. If we get that right, people won’t notice the complexity underneath. They’ll simply feel the difference.

Rogers: Eighty years from now, people may not remember every technology we launched. But they’ll remember the experiences those technologies made possible — the concert they felt part of, the song they couldn’t stop playing, the drive they’ll never forget, and the people they shared those moments with. Technology changes quickly, but human emotion doesn’t. Our opportunity is to keep bringing those two things together.

Throughout the year, HARMAN has showcased JBL’s iconic products from different eras in major cities — including Los Angeles, Amsterdam, Vienna, Munich, Nagoya, and Tokyo. The Seoul exhibition marks the final stop on the global tour, with a specially curated experience that reflects the city’s cultural identity and changing lifestyles over the decades.

Spanning three floors, the JBL Playback Gallery brings together 80 years of JBL history and its latest products, alongside an exhibition dedicated to the 60th anniversary of premium audio brand Bowers & Wilkins. Samsung Newsroom got an exclusive preview ahead of the opening.

JBL Heritage: A Journey Through 80 Years of Sound Heritage

At the heart of the exhibition was the “JBL Heritage” section on the second floor. Under the theme “A Legacy of Sound,” the space chronicled eight decades of audio innovation through signature JBL products displayed in recreated living rooms from the 1920s, 1950s, and 1970s — capturing the atmosphere of each era.

The 1920s living room featured a 1929 Jackson-Bell radio equipped with speakers produced by Lansing Manufacturing, a company founded in Los Angeles in 1927 by JBL founder James B. Lansing. The model offered a glimpse into the early work that laid the foundation for the brand.

In the 1950s living room, the JBL Paragon blended into its surroundings like a piece of furniture. Launched in 1957, the home stereo speaker system housed left and right speakers in a single cabinet. Each unit required approximately 100 hours of woodworking and featured a distinctive curved wooden design.

Complete with a turntable and vinyl records, the 1970s living room illustrated how professional audio technology made its way into homes. On display was the JBL L100 Century, a home loudspeaker launched in 1970 based on the 4310 studio monitor introduced in 1968. It went on to become one of JBL’s most successful home loudspeakers.

Beyond the period-inspired settings, “Playback Gallery: A Story of JBL Through the Ages” charted major milestones — from James B. Lansing’s early speaker designs and the founding of JBL to technological advances in recording studios, cinemas, and concert venues. The speakers on display and their stories revealed how the brand’s innovations have contributed to the evolution of music over the past 80 years.

▲ The “Playback Gallery” showcases key moments and products from JBL’s 80-year history.

The “Pro to Home” section explored how JBL’s professional audio technologies developed for cinemas and recording studios have evolved for home use. Among the highlights was the Summit K2, the latest model in a high-end loudspeaker lineage dating back to the introduction of Project K2 in 1989. Building on the series’ pursuit of exceptional home audio performance, the Summit K2 combines advanced acoustic technologies with powerful dynamics and nuanced musical detail.

JBL Today: Sound in Everyday Life

While the second floor explored JBL’s history, the first floor focused on the brand today. Positioned at the entrance was the L100 Classic 80, a limited-edition model that combines the iconic design of the original 1970s L100 with modern technology. Produced in just 800 pairs worldwide to celebrate JBL’s 80th anniversary, each set features a commemorative plaque engraved with the signature of Chief Systems Engineer Chris Hagen and a unique serial number.

This year also marks a decade since Samsung Electronics announced its acquisition of HARMAN, JBL’s parent company. The portable speaker and headphone zones reflected how the partnership has brought JBL products into more aspects of everyday life.

Inspired by Seoul’s contrasting day and night scenes, the space featured two distinct zones. “Seoul by Night” evoked an urban campsite against the backdrop of N Seoul Tower after dark, with Bluetooth speakers and PartyBox models on display. Meanwhile, “Seoul by Day” recreated a city street in daylight, featuring JBL headphones and earbuds designed for everyday listening.

An art wall created in collaboration with Korean artist DAWN added a local touch. The artwork reimagined JBL’s 80th-anniversary campaign logo using traditional Korean patterns, bronze bells, and the colors of “dancheong,” a decorative painting style found on traditional Korean architecture.

Bowers & Wilkins: Six Decades of True Sound

On the third floor, the exhibition concluded with “60 Years of True Sound,” a section dedicated to Bowers & Wilkins’ 60th anniversary. Founded in the United Kingdom in 1966, the premium audio brand joined HARMAN’s portfolio following its acquisition of Masimo’s audio business last year.

The display introduced founder John Bowers’ “True Sound” philosophy and followed the brand’s evolution through signature products — from its first speaker, the P2H, to the iconic Nautilus. At the center of the space stood five models from the recently unveiled flagship 800 Series Diamond D5 lineup.

The exhibition also highlighted Bowers & Wilkins’ longstanding relationship with Abbey Road Studios, where numerous Grammy Award-winning recordings have been produced. Since the original 801 was introduced at the studio in 1979, successive generations of the 800 Series have served as reference monitors for engineers and producers working on music recordings and film soundtracks. Personal audio products, including wireless headphones, were also on display.

The preview offered just a glimpse of what awaits visitors when the exhibition opens. Starting October 24, guided tours will introduce visitors to JBL’s 80-year history, while product demonstrations will offer a chance to hear its signature sound firsthand.

JBL’s 80-year history reflects how the changing ways people create and enjoy music. Technologies developed for recording studios and live venues have found their way into homes and everyday life through loudspeakers and portable audio products. Bringing together iconic products from different eras and the latest models, the JBL Playback Gallery invites visitors to discover the brand’s enduring pursuit of better sound.

As JBL celebrates its 80th anniversary in 2026, the company’s history is closely intertwined with how people create and enjoy music. Audio technologies refined in recording studios and live venues have made their way into everyday life, while JBL’s products have evolved alongside changing listening habits. Decades of innovation and experience have helped define JBL’s signature sound.

Samsung Newsroom traces JBL’s 80-year journey through its iconic products and defining moments in the infographic below.

Samsung Week is Samsung’s largest annual promotion for customers around the world. Now in its seventh year, the event is being held under the theme “Discover New Ways to Live Smarter.”

During Samsung Week 2026, the company is offering special purchase benefits on Samsung.com and showcasing new experiences enabled by its latest AI products.¹

More Benefits, More Choices on Samsung.com

For Samsung Week 2026, Samsung has enhanced its online offers and premium services.²

Customers can get more out of their Samsung Rewards Points on Samsung.com throughout the event. Samsung Rewards Points can be applied toward purchases of devices and accessories as well as digital content and services including Galaxy Store, Samsung Art Store, and Samsung Food.

Based on devices registered to their Samsung Account, customers can receive personalized product recommendations. Samsung.com may recommend Bespoke AI appliances that connect through SmartThings for a more integrated home experience, or Galaxy Watch models that support health and fitness goals through Samsung Health. Customers can also easily access Samsung Care+, a professional product care service, and trade-in options.

The latest mobile products are also available in Samsung.com-exclusive colors including Galaxy Z Fold8 Ultra in Green Shadow, Galaxy Z Fold8 in Pistachio, and Galaxy Z Flip8 in Mint.

In addition, purchases of the new Galaxy Z series, Galaxy S26 FE, or Galaxy Tab S12 series come with a six-month subscription to Google AI Pro.

Meanwhile, Samsung is promoting Samsung Week 2026 through large digital billboards at iconic landmarks around the world, including Times Square in New York and Piccadilly Circus in London.

Smarter Experiences for Work, Wellness, and Home

Throughout Samsung Week 2026, Samsung is highlighting products featuring AI-powered innovation and enhanced services designed to make everyday life more convenient across productivity, health, cooking, and entertainment.³

Galaxy Z Fold8 Ultra makes it easier to work efficiently using Multi Window on a large screen and, when paired with a Smart Monitor, helps users stay focused wherever they are.

Together, Galaxy Watch Ultra2 and Galaxy S26 Ultra support healthier lifestyles with detailed workout data and health insights, while Galaxy Buds4 Pro adds to the enjoyment of exercise with a comfortable fit.

In the kitchen, the Bespoke AI Refrigerator, Bespoke AI Oven, and Galaxy Z Fold8 create a smarter cooking experience — from ingredient management and recipe recommendations to automated cooking settings.

Samsung Micro RGB TV and soundbars deliver immersive viewing and gaming, while the Bespoke AI Laundry Combo simplifies laundry by handling everything from washing to drying.

For more details about Samsung Week 2026 in each region, visit Samsung.com.

1. Event periods, eligible products and purchase benefits may vary by country. ︎
2. Event pages and details may vary by country. Personalized product recommendations are available only to customers who have consented to marketing and cookies.  ︎
3. Product names, availability, and supported features may vary by region. ︎

Samsung collaborated with Italian design education institution POLI.design and 14 teams of emerging Italian artists to present artworks celebrating human diversity and individuality. Inspired by Samsung products, the 14 pieces reflect the company’s design vision rooted in understanding and caring for people. Each is displayed on a Samsung OLED TV (model S95H) with a custom-designed frame.

Samsung Newsroom visited the exhibition for a closer look at how familiar products — including Galaxy Z Fold8 and Music Studio 5 — have been reimagined through art.

“Design, at its core, is an ‘act of love’ — deeply understanding and caring for people,” said Mauro Porcini, President and Chief Design Officer (CDO), Device eXperience (DX) Division at Samsung Electronics. “We will pursue design that embraces individual diversity and brings warm emotional value to our lives.”

From Design Miami Seoul 2026 in September to Seoul Design Week 2026, Samsung has continued to share its human-centered design vision at major design events. Looking ahead, the company aims to push creative boundaries by bringing artistic imagination and technology together in new ways.

Across the five regions, Samsung highlighted AI appliance technologies and how they are applied in everyday life to reflect local lifestyles: kitchen-centered AI homes in North America; energy-efficient built-in AI appliances in Europe; SmartThings-connected AI homes in Latin America; climate- and family-conscious solutions in Southwest Asia; and appliances for homes and businesses in Southeast Asia.

The events brought together about 270 media representatives and influencers from 23 countries. Through hands-on experiences with a range of products, attendees discovered how AI appliances can serve as “Home Companions,” reducing the burden of household chores, managing energy consumption, and looking after the everyday needs of family members.

US: Making Everyday Life at Home More Convenient With AI Appliances

“The Brief New York,” held April 15–16 (local time) at a Samsung showroom in New Jersey, focused on how AI appliances can make household chores less demanding and improve quality of life. Samsung demonstrated AI features in refrigerators and ovens that make everyday kitchen tasks easier, from managing ingredients to preparing meals.

Attendees saw how the “AI Vision” feature of the Bespoke AI Refrigerator Family Hub recognizes not only food ingredients but also labels on containers, automatically adding items to the Food List. The demonstration showed how AI helps users easily keep track of what is in their refrigerator and avoid unnecessary duplicate purchases.

The “AI Pro Cooking” feature of the Bespoke AI Oven also drew attention. Its internal camera recognizes ingredients, recommends optimal cooking settings, and monitors changes in food color to notify users as their meals cook. Together, these capabilities demonstrated how AI can take the hassle out of cooking.

Samsung also presented a refrigerator lineup designed around the needs of North American consumers, who value ample food storage, hygiene, and efficient use of space, underscoring its ability to deliver AI appliances tailored to local needs.

Europe: Helping Consumers Save Energy With High-Efficiency Built-In AI Appliances

Energy efficiency took center stage at “The Brief Milan,” held April 21 in Milan, Italy, where Samsung presented a range of high-efficiency AI appliances for European consumers.

The “Bespoke AI Washer” drew attention for reducing energy use by an additional 65% compared with Europe’s Class A energy efficiency threshold, while the “Bespoke AI Dishwasher” cuts energy use by up to 20% against the same benchmark. Samsung highlighted how these advanced energy-saving technologies can help consumers reduce their energy consumption while offering the added benefits of AI-powered appliances.

In the kitchen, Samsung presented the Extractor Induction Hob, the built-in Bespoke AI Dishwasher, and a refrigerator with “AI Precise Cooling,” which helps minimize internal temperature fluctuations.

Together, these innovations illustrated Samsung’s vision for an AI home optimized for European living environments, combining energy-saving technologies, appliances that blend seamlessly into living spaces, and connected experiences powered by SmartThings.

Latin America: Bringing AI Homes Together Through SmartThings Connectivity

In Latin America, SmartThings connectivity was a central theme, bringing multiple appliances together into a unified AI home ecosystem. Events were held on August 19 in São Paulo, Brazil, and September 9 in Mexico City, Mexico.

Attendees experienced how SmartThings lets users check the operating status of individual appliances and manage and control them as needed. Samsung emphasized that bringing everyday appliances, such as refrigerators, washing machines, and air conditioners, under one connected system can make life at home significantly more convenient.

Samsung demonstrated the practical benefits of SmartThings-connected appliances designed for local living environments and daily habits.

Southwest Asia: From Personalized Cooling to Family Care, AI Appliances That Look After Everyday Needs

Personalized cooling and family care were among the highlights of “The Brief,” held September 16 in Gurugram, India, reflecting the region’s hot, humid climate and family-centered lifestyle.

In the air conditioner experience zone, Samsung demonstrated five airflow control modes powered by the “Motion Wind” technology in its Bespoke AI WindFree Pro Air Conditioner. A highlight was the “WindFree Wearable Good Sleep” mode, which connects to Galaxy Watch and Galaxy Ring devices to adjust cooling based on users’ sleep stages and changes in body temperature, creating a comfortable sleep environment.

In the kitchen appliance experience zone, Samsung introduced “Now Brief,” which delivers personalized information on the screen of the Bespoke AI Refrigerator Family Hub, and “Family Care,” which monitors family members’ device usage patterns to check on their well-being. Together, these features demonstrated how AI can go beyond simplifying household chores to provide personalized experiences and help look after family members in their daily lives.

Samsung also highlighted its service offerings, including SmartThings Home Care and remote appliance management, which extend support beyond the initial purchase to everyday use, maintenance, and ongoing care.

Southeast Asia: Expanding Appliance Solutions from Homes to Businesses

The final stop was Hanoi, Vietnam, where Samsung unveiled a broad range of appliance solutions for both individual consumers and business customers at “The Brief Hanoi” on October 14. The event brought together leading media representatives and influencers from six Southeast Asian countries.

The event took place at Samsung’s newly renovated Business Experience Studio (BES). In spaces recreating real-world settings such as schools, hotels, and commercial facilities, attendees explored firsthand how Samsung’s products and solutions can be applied across a variety of business environments.

Samsung placed particular emphasis on its heating, ventilation, and air-conditioning (HVAC) portfolio, highlighting the company’s strengths in this emerging growth business and reinforcing its market position. The company also previewed its 2027 air conditioner lineup, featuring updated designs and AI-powered capabilities such as “AI Energy Mode.”

For residential appliances, Samsung demonstrated AI-powered convenience features, including “AI Vision” and “Bixby.” The company also introduced its approach to ongoing product care, which combines software updates for up to seven years and its “Home Appliance Remote Management (HRM)” service. The HRM service remotely diagnoses potential issues and provides users with guidance. Together, these services help improve appliance functionality and usability long after purchase.

Looking ahead, Samsung plans to further expand its AI appliance offerings and services to reflect the unique living environments, lifestyles, and consumer needs of each region, strengthening its competitive position in the global AI home market.

Samsung Electronics, a global display leader and provider of the Official Art TV of Art Basel, today announced the expansion of its Art Basel collection on Samsung Art Store with 19 new artworks from galleries participating in Art Basel Paris 2026. Available starting today on all Samsung Art TVs in every market with Samsung Art Store,² the additions offer audiences more ways to discover and enjoy art at home.

Launching ahead of the fair at the Grand Palais, the selection builds on Samsung’s ongoing collaboration with Art Basel. The new works join the existing Art Basel collection on the platform, extending opportunities for discovery beyond the fair itself.

“What interests me about the Art Basel Paris Collection is how differently artists can transform familiar subjects — through painted color or an entire sculpted world,” said Daria Greene, Global Head of Content & Curation for Samsung Art Store. “Bringing those approaches together on Samsung Art Store gives viewers a chance to discover the range of artistic imagination within their own homes.”

Clearly Depicted Artwork, Whether Paintings or Sculpted Scenes

Highlights include Elene Shatberashvili’s “Poppies #4,” which brings the artist’s expressive use of color and close observation of everyday subjects to the collection. Additionally, Hans Op de Beeck’s “The Lounge (black and white)” introduces a distinctive monochrome world that depicts a meticulously constructed sculptural interior suspended in time.

Presented on Samsung Art Store, the works bring two different artistic processes to the screen: the color and brushwork of painting and the form, texture, and light of a sculpted scene. Viewed on The Frame and other Samsung Art TVs,³ they offer contrasting ways to experience familiar subjects within the home — from the vivid presence of flowers to the imagined depth of an interior.

“Discovery is at the heart of Art Basel, and galleries play an essential role in introducing audiences to artists and their work,” said Karim Crippa, Director of Art Basel Paris. “Our collaboration with Samsung Art Store extends the reach of those encounters, giving audiences around the world a way to explore a selection from participating galleries and continue engaging with art beyond the Paris fair.”

For visitors to Art Basel Paris, the expanded collection offers a way to continue exploring select works at home. For audiences elsewhere, it provides an opportunity to discover art from participating galleries without travelling to the fair. On Samsung Art Store, users can explore the additions alongside the existing Art Basel collection, return to their favorites, and choose works to display in their living spaces.

The Art Basel Paris 2026 additions are available on Samsung Art Store starting today on all Samsung Art TVs in markets in which the platform is available. To learn more, visit https://news.samsung.com/global/samsung-art-store

About Art Basel

Founded in 1970 by gallerists from Basel, Art Basel today stages the world’s premier art shows for Modern and contemporary art, sited in Basel, Miami Beach, Hong Kong, Paris, and Qatar. Defined by its host city and region, each show is unique, which is reflected in its participating galleries, artworks presented, and the content of parallel programming produced in collaboration with local institutions for each edition. Art Basel’s engagement has expanded beyond art fairs through new digital platforms including the Art Basel App and initiatives such as the Art Basel and UBS Global Art Market Report, the Art Basel Shop, and the Art Basel Awards. For further information, please visit artbasel.com.

1. Samsung Art Store is available only on select OLED models: S95H globally and S99H in Europe.  ︎
2. Samsung Art Store requires a paid subscription, and its pricing, supported TV models, and available artworks and collections may vary and are subject to change by country and region. ︎
3. Samsung Art Store is available on select Samsung TVs: Compatible 2026 models include R95H, S95H, QN80H, QN70H, M80H, The Frame, and The Frame Pro. Compatible 2025 models include Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, Q8F, and Q7F.  ︎

The campaign has been featured through out-of-home (OOH) advertising at prominent locations, including Times Square in New York, Piccadilly Circus in London, and the Entertainment Building in Central, Hong Kong.

The campaign key message, “When you’ve got everything to lose, choose the sure thing,” reflects Samsung SSD’s position as more than just a storage solution — a premium storage brand consumers can trust with their valuable data and content.

Through the global OOH advertising, Samsung Electronics aims to engage more closely with consumers across New York, London, and Hong Kong, while expanding the global presence of the Samsung SSD brand and reinforcing its premium brand image built on performance and reliability.

*Certain images featured in this video were generated using AI.

Tommy (Hyoungsuk) Kwon, Vice President of Memory Brand Product Biz Team at Samsung Electronics, said, “In an era where data is more critical than ever, losing it means losing everything. This campaign embodies our brand direction, ‘Choose the sure thing,’ positioning Samsung SSD as the ultimate reliable choice. We will continue to deliver the unique value and unwavering trust of Samsung SSD through diverse global consumer touchpoints.” Samsung Electronics will continue to expand the “Choose the sure thing” campaign across a wide range of consumer touchpoints, including global landmark OOH advertising, Samsung.com, digital channels and social media, further strengthening the Samsung SSD brand experience worldwide.

The exhibition features 14 artworks inspired by Samsung products, displayed on the 2026 OLED TVs (model: S95H) fitted with frames customized for each work.

Building on the theme of the exhibition Samsung held with Korean artists at Design Miami Seoul 2026 in September, this iteration of “Design is an Act of Love” is being held with POLI.design in collaboration with emerging Italian artists. Through creative expression shaped by different cultures and experiences, the exhibition celebrates human diversity and individuality while sharing Samsung’s design vision rooted in understanding and caring for people.

“Through the eyes of different creative minds, familiar products become new expressions of personality, perspective, and ways of life,” said Mauro Porcini, President and Chief Design Officer of the Device eXperience (DX) Division at Samsung Electronics. “By bringing these interpretations together, we want to show how design can make technology a more personal part of everyday life. Ultimately, our ambition is to move beyond designing technology for people to designing technology that truly reflects them.”

14 Italian Artists Reinterpret Samsung Products Through Creativity and Imagination

The artworks draw inspiration from a range of Samsung products spanning mobile devices, home appliances, and TVs — including Music Studio 5, Bespoke AI Family Hub, and Galaxy Z Fold8.

The artists drew on their experience and imagination to reinterpret the forms and characteristics of Samsung products. They used AI as a tool to develop ideas and explore new forms of expression, with each work grounded in the artist’s own perspective and creativity.

Tommy Tokyo, a multidisciplinary artist whose practice spans virtual reality, animation, and digital media, created an artwork inspired by the Infinite AI air purifier. The work translates the product’s core concept of clean air into an expressive visual narrative. Caffè Design drew inspiration from The Serif TV’s iconic I-shaped silhouette, exploring how its distinctive design interacts with the surrounding space.

OLED TVs Showcase Expressive Design With Frames Customized for Each Artwork

The exhibition features 14 Samsung OLED TVs (model S95H), each fitted with a custom frame designed to complement its corresponding artwork’s colors and mood. Created specifically for the exhibition, the frames work together with the on-screen imagery to enhance the presentation of each work.

The Float Layer Design of the OLED TV (model: S95H) makes the screen appear to float above a metal plate. Together, the TV’s distinctive design and custom frames create a visual presentation that highlights the character of each artwork.

Visitors can experience Expressive Design — an approach that embraces human diversity and imagination — through the varied combinations of artworks and frames on the same TV model.

The exhibition will take place from Oct. 15-25 at Dongdaemun Design Plaza (DDP) in Seoul.

From industrial operations to sports and critical infrastructure, organizations around the world are turning to Samsung’s The Wall. Among them are the Iskandar Puteri Command and Control Centre (IPCCC), the integrated operations center for Iskandar Puteri City Council, Johor, Malaysia; and NASCAR, one of the world’s leading motorsports organizations.

Engineered for Mission-Critical Control Rooms

While the information displayed on screen varies across industries, every control room requires robust security and unwavering reliability.

The Wall uses the industry-standard Advanced Encryption Standard 128-bit (AES-128) encryption algorithm and Samsung’s proprietary Knox Security platform to securely encrypt data transmitted from S-Box to Cabinet.

AES-128, a symmetric-key encryption algorithm adopted by the U.S. National Institute of Standards and Technology (NIST), protects sensitive control room information while enabling fast data transmission and reception.

Designed for uninterrupted 24/7 operation, The Wall incorporates redundant power and signal systems. If an unexpected power failure or signal error occurs, the backup system activates immediately to ensure continuous monitoring and control.

The Wall’s modular chip-on-board (COB) architecture allows individual modules to be replaced quickly while the display remains on, minimizing downtime. With an LED lifespan¹ of up to 150,000 hours — among the longest in the industry – it also helps reduce long-term total cost of ownership (TCO).

Optimized for control room environments, The Wall offers a modular, scalable design that can be customized to virtually any space. Advanced display technology ensures large volumes of information are presented with clarity and precision.

IPCCC: Cross-Agency Coordination for Faster Emergency Response

Urban crises often unfold as a chain of interconnected events. For example, if a water main bursts, traffic may need to be redirected immediately. If a major traffic accident occurs, firefighters conducting rescue operations and police managing the scene must coordinate in real time.

In Johor, Malaysia, IPCCC uses Samsung’s The Wall to support integrated city monitoring and coordination among relevant agencies. IPCCC selected The Wall for its image quality, color richness, and brightness, as well as Samsung’s reputation as a reliable long-term technology partner.

▲ The Wall supports IPCCC’s city operations monitoring with an immersive visual experience.

IPCCC brings together traffic, public safety, and environmental monitoring data onto a single, unified display. Anchoring the operations center is Malaysia’s longest The Wall installation, spanning 19.35 meters and capturing the city’s vast network of information on one screen.

Today, the massive display serves as the command hub for citywide operations — from security monitoring to coordinated incident response. By consolidating this information, The Wall supports stronger inter-agency coordination across departments.

“Installing a curved large-scale display allows us to maximize the space while maintaining an efficient operational layout for our workstation and war room,” said Farah Izzati Binti Muhamad Fuad, Director of the Smart City Unit at IPCCC. “The ultra-wide screen enables us to monitor multiple smart safety systems, improving coordination and allowing our team to respond more quickly to incidents.”

NASCAR: Race Control for Split-Second Decisions

Beyond public services, control systems also play a critical role in sports — where capturing every moment of the action is essential. In motorsports, where speeds exceed 290 kilometers per hour and up to 40 cars race in close formation, officials must assess incidents and make decisions in fractions of a second.

NASCAR, the most popular motorsport in the U.S., built its Remote Race Control center around The Wall to support race control staff at the track with additional monitoring, analysis, and replay capabilities. Measuring 9.75 meters wide and 2.74 meters high, the massive display provides up to 24 officials a shared, high-resolution view, giving them the visual clarity to review and manage split-second race incidents together.

Equipped with a Micro AI Processor, The Wall analyzes complex live footage in real time to reduce noise. This enables dynamic camera feeds from around the track to be displayed in ultra-high definition with minimal noise and motion blur, helping officials make fast, accurate decisions.

At the launch in 2025, Steve Stum, NASCAR Vice President of Operations and Technical Production, highlighted the visibility that Remote Race Control would provide through more than 200 camera angles and multiple data points from every car, along with its potential to enable faster, more accurate competition calls and improve the racing product. Now in its second season of operation, the remote race control room gives officials greater visibility across races and supports more efficient and accurate officiating.

By consolidating multiple video feeds and data streams on The Wall, the remote race control room enables officials to view more information simultaneously and share feeds for collaborative review.

Describing the experience, Scott Miller, competition strategist at NASCAR, said, “It’s like having 20 monitors in front of you, as opposed to probably two or three sitting at a single work station.”

▲ Samsung technology supports NASCAR’s Remote Race Control center at its production facility in Concord, North Carolina.

Control rooms across industries are evolving to meet increasingly complex demands — whether ensuring the stable operation of infrastructure, enabling integrated citywide monitoring, or supporting live sports where decisions made in fractions of a second can make all the difference. Regardless of the application, every control room depends on a display that helps operators process vast amounts of information and make fast, accurate decisions. As a safe and reliable visual hub for mission-critical operations, Samsung’s The Wall will continue to provide the clarity needed to support decision-making across major industries worldwide.

1. LED lifetime refers to the rated operating time (L50) until an LED’s brightness decreases to 50% of its initial output. ︎

Telecommunications experts from major global operators, manufacturers, government agencies, and academia are participating in the events, with more than 100 attendees gathering to exchange insights and explore the future of next-generation networks.

Samsung is discussing the evolution of software-driven networks for the AI and 6G eras, as well as ecosystem-wide collaboration that creates new value across the telecommunications industry. The company is also showcasing its leadership in 6G communication technology, sharing achievements in AI-native technologies applied to its communication systems, and providing other updates.

Collaboration To Create New Network Value in the AI Era

Partner Day fostered engaging conversations grounded in the expertise and experience of leaders from across the industry. Participants examined software-driven network strategies and ecosystem-wide collaboration as the convergence of AI and networks accelerates the evolution of network infrastructure.

Samsung opened the event with a keynote highlighting the way AI is transforming the architectural foundation that has defined telecommunications networks for more than a century. The company emphasized that, moving beyond the limitations of existing technologies, the convergence of connectivity and AI will be a key driver of new ways of communication that humanity has long imagined. Drawing on the industry’s collective intelligence, Samsung then delved into the strategic direction of network evolution in the AI era.

The panel sessions centered on experiences and key lessons learned from the commercialization of virtualized networks, exploring how the ecosystem can continue to evolve. Participants also discussed ways to move beyond connectivity by developing new services and translating them into tangible business opportunities.

“Networks in the AI era are evolving into intelligent infrastructure that can understand the diverse requirements of a growing range of new services, flexibly adapt through virtualization, and deliver optimal solutions for each need,” said Angelo Jeongho Park, Executive Vice President and Head of Global Strategic Sales, Networks Business at Samsung Electronics. “Together with our industry-leading partners, Samsung has successfully commercialized virtualized networks at scale. By adding advanced AI technologies to that foundation, we will transform communications infrastructure into a new engine for growth and lead the way toward the industry’s next leap forward.”

AI-Driven Innovation in Wireless Communications

The Silicon Valley Future Wireless Summit is opening with keynote presentations from telecommunications industry experts, followed by three panel sessions — “AI-Native 6G Networks,” “Taking 6G to Space With NTN,” and “Connecting the Physical and Digital Worlds” — along with technology demonstrations. Each session includes a lecture on the topic, as well as panel discussions that facilitate dynamic exchanges between participants.

The “AI-Native 6G Networks” session positions AI as the core technology driving innovation in network performance and operational efficiency, with discussion centered on the technical challenges and global collaboration needed to evolve 6G into a truly intelligent network infrastructure.

The “Taking 6G to Space With NTN” session reviews the current status and outlook of low Earth orbit (LEO) satellite constellations, discusses the technical barriers of space-based communication and satellite connectivity as a potential solution, and addresses satellite communication standards and roadmaps currently under discussion within the 3rd Generation Partnership Project (3GPP).

Concluding the day is the “Connecting the Physical and Digital Worlds” session, where participants are discussing new ways to deliver next-generation user experiences by sensing physical spaces and seamlessly linking them to digital services, such as Integrated Sensing and Communications (ISAC) and physical AI.

The technology demonstration session showcases cutting-edge 6G core technologies jointly developed and validated by Samsung and partner companies, including AI RAN implementations, eXtreme Multiple-Input Multiple-Output (X-MIMO) systems, Distributed MIMO (D-MIMO) technologies, and ISAC. Samsung is demonstrating field validation results for the performance of AI-enabled RAN across all layers, transmission performance in the 6G candidate frequency band (7 GHz band), the user experience at cell boundaries, and sensing performance that utilizes base station infrastructure.

“Together, 6G and AI-native technologies represent the next step in telecommunications, bringing people closer together than ever before,” said Jinguk Jeong, Executive Vice President and Head of the Advanced Communications Research Center at Samsung Research. “The Silicon Valley Future Wireless Summit 2026 demonstrates our commitment to closely collaborating with industry partners to advance telecommunications.” 

Strengthening the Global 6G Ecosystem

Silicon Valley Future Wireless Summit 2026 and Partner Day come amid Samsung’s efforts to expand its collaboration on 6G and AI-native communication technology with global partners, including telecommunications operators, research institutes, and business groups.

This year, Samsung has initiated collaboration with LG U+ and conducted field validation with Verizon at a major international soccer fan event in Dallas, Texas, for ISAC technology development. The company is also strengthening research partnerships with major telecommunications operators globally, including NTT DOCOMO, KDDI Research, KT, SK Telecom, and SoftBank. These collaborations are part of ongoing efforts to make 6G technology a reality.

Samsung will continue to deepen collaboration with global partners and advance research at the convergence of AI and communications. By connecting its research strengths with business expertise, the company aims to translate innovation into greater value for the industry and reinforce its leadership in AI-native, 6G networks.

Galaxy AI is expanding language support across more of its features, starting with those that translate, transcribe, and summarize. Call Assist, Note Assist, Interpreter, and Transcript Assist now include Hungarian and Malay, bringing features such as Live Translate to 24 languages.¹

Elsewhere in Galaxy AI, Now Nudge, which suggests a relevant next step based on what is on screen, adds eight languages² to reach 24 as well.

Bixby is a device agent that offers intuitive device control through natural conversation. Users can ask for what they need in their own words, without having to know the exact name of a setting or where to find it in a menu. With the addition of Polish, Thai, and Vietnamese, Bixby now supports 12 languages,³ allowing more Galaxy users to control their devices more effortlessly.

Bixby’s new languages will begin rolling out on October 14,⁴ with the new Galaxy AI languages to follow in the coming weeks.⁵

1. Galaxy AI supports 24 languages: Arabic, Chinese (China mainland, Hong Kong, Taiwan), Dutch, English (Australia, India, UK, U.S.), Filipino, French (Canada, France), German, Gujarati, Hindi, Hungarian, Indonesian, Italian, Japanese, Korean, Malay, Polish, Portuguese (Brazil, Europe), Romanian, Russian, Spanish (Mexico, Spain, U.S.), Swedish, Thai, Turkish, and Vietnamese. Regions in parentheses do not represent separate languages. ︎
2. Now Nudge adds Dutch, Filipino, Gujarati, Hungarian, Malay, Romanian, Swedish, and Turkish. ︎
3. Bixby service availability requires Samsung Account login and a data connection. Available functions and features may vary by country, region, and language. Bixby supports 12 languages: Chinese (China mainland), English (India, UK, U.S.), French, German, Italian, Japanese, Korean, Polish, Portuguese (Brazil), Spanish (Latin America, Spain), Thai, and Vietnamese. Regions in parentheses do not represent separate languages. Other supported languages may be added in the future. Not all accents, dialects, and expressions are recognized, and actual performance may vary depending on pronunciation, voice level, and the surrounding environment. Use of Bixby may be limited in certain situations such as when recording media (Video/Game/Voice), during calls, and when using Maximum Power Saving mode, Emergency mode, and Samsung Kids. ︎
4. Detailed schedules and features may vary depending on the device or country. ︎
5. Some of the new Galaxy AI languages can be downloaded as language packs from the Settings app. ︎

Sleep Coaching Becomes Easier To Start and More Personalized

While sleep tracking tells users how they slept, sleep coaching helps them sleep better by turning personal sleep goals and data into daily habits.

Samsung has made it even easier to begin sleep management. Users can now initiate Sleep Coaching with just three days of data within the past two weeks instead of seven days in a month.

During setup, users complete a survey on sleep regularity, sleep interruptions, alcohol and caffeine intake, and subjective sleep satisfaction. With these survey responses and three days of sleep data, the app assigns a personalized Sleep Animal symbol and builds a tailored four- to eight-week coaching program based on individual goals. As users progress, the program dynamically adapts its weekly recommendations to reflect changing sleep patterns, tracking daily sleep satisfaction and lifestyle shifts.

Informed by principles of behavioral sleep science, the program gives users daily habit checklists and sleep tips — making it easier to build healthier routines, such as avoiding screens an hour before bed, skipping late caffeine, and stretching outdoors after waking up.

Users can also enjoy more intuitive and detailed analysis reports. The new pentagon-shaped Sleep Balance graph consolidates five key aspects of sleep indicators — sleep time, sleep regularity, awake time during the night, sleep satisfaction, and Energy Score² — to provide an at-a-glance view of sleep trends and areas that may warrant attention, based on data collected or inputted through sleep coaching.

Morning daily insight messages, which review the previous night’s sleep with helpful tips, integrate closely with weekly and final reports to provide a comprehensive view of sleep trends. By linking daily actions with this data-driven progress, Samsung Health helps users establish sustainable lifestyle habits to support everyday wellness.

Expanded Running Programs and Strava Routes Integration

In response to the growing popularity of running, Running Coach³ has been upgraded to deliver a more dynamic and connected training experience.

Training tiers have expanded from 10 to 12 levels. While users continue to receive a personalized training plan based on a 12-minute running test or their historical running data, this update introduces new levels to support intermediate and advanced runners. These dedicated training tiers enable them to set higher benchmarks, challenge themselves, and steadily improve their performance.

To celebrate achievements and sustain motivation, Running Coach introduces an enhanced social media sharing feature. Runners can seamlessly export their workout data into share-ready templates designed for various social platforms, making it easier to share milestones, personal records, and route highlights with their fitness communities.

Samsung continues to strengthen ecosystem connectivity through a partnership with Strava,⁴ a global fitness platform. Users can import their favorite Strava Routes for running, trail running, and cycling directly into Samsung Health. This integration supports compatibility and user convenience across both platforms.

“Samsung Health’s personalized coaching empowers users to understand their health data, taking a step toward supporting everyday wellness,” said Hon Pak, Senior Vice President and Head of the Digital Health Team for the Mobile eXperience Business at Samsung Electronics. “We will continue to leverage the Galaxy ecosystem and our technology to build a trusted health platform.”

These upgraded features will be progressively rolled out via Samsung Health app updates starting in October.⁵

1. Available on Samsung Health App v.6.24 or above and must be paired with Samsung Galaxy smartphones with Android OS 11 and above. Requires a minimum of three days of sleep data tracked within a seven-to-14-day period. Available via Galaxy Watch 4 series and later models, Samsung Galaxy Fit3 and later models, and Samsung Galaxy Ring. ︎
2. To check the Energy Score, the health data tracked from Samsung Galaxy Watch or Samsung Galaxy Ring must be synchronized with the Samsung Health App. The result is for your personal reference only and is not intended for medical purposes. ︎
3. Running Coach is available on Android phones (Android 10 or above) and requires Samsung Health app (v6.30.2 or above). Samsung account login required. Service available only with Galaxy Watch8 Series or later Galaxy Watch Series. ︎
4. Strava is available worldwide, excluding Belarus, China, Cuba, Iran, North Korea, Syria, Russia, parts of Ukraine, and South Korea ︎
5. Some features may be supported through future software updates, and availability and timing may vary by market, model, and other conditions. ︎

·    Consolidated Sales: Approximately 195 trillion Korean won

·    Consolidated Operating Profit: Approximately 107.40 trillion Korean won

The above estimates are based on K-IFRS. Please note that Korean disclosure regulations do not allow earnings estimates to be offered as a range. To comply with such regulations, the above figures represent the median of the estimate ranges provided below.

·    Sales: 194 trillion to 196 trillion Korean won  

·    Operating Profit: 107.3 trillion to 107.5 trillion Korean won 

※  2026 2Q and 2025 3Q consolidated figures based on K-IFRS are as follows :

Samsung Electronics today announced that it is adding a new exclusive British Museum collection consisting of 30 artworks to Samsung Art Store.¹ Available on compatible Samsung Art TVs, the curated selection features works by John Constable, Joseph Mallord William Turner, and other renowned artists.

The collection includes Constable’s English countryside vistas, famous for the artist’s rare ability to portray shifting weather patterns in the sky. Turner’s watercolors, on the other hand, range from stormy seascapes to views of Venice, Rome, and Zurich.

“Samsung is committed to using our technology to make world-class art more accessible to everyone,” said Gwiho Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “By welcoming these iconic British Museum pieces into our platform, we are proud to offer our global audience an effortless way to appreciate historic art at home.”

Samsung Art Store subscribers will have access to the British Museum collection and will be able to simply browse the selection, choose a work to display on their TV, and switch to another work whenever they like.

“We’re delighted to work with Samsung to make more of the Museum’s collection available to people at home,” said Lisa San Martin, Interim Commercial Director of the British Museum. “We hope it encourages viewers to explore works they already know and discover others for the first time.”

The launch builds on Samsung’s relationship with the British Museum. Samsung is also a corporate partner of the museum’s “Korea” exhibition that opened on Oct. 1 and runs through Jan. 31, 2027.

The British Museum collection will be available on Samsung Art Store starting Oct. 6.

About The British Museum
Founded in 1753, the British Museum was the first national public museum in the world. From the outset it was a museum of the world, for the world, and this idea still lies at the heart of the Museum’s mission today. The collection tells the stories of cultures across the world, from the dawn of human history, over two million years ago, to the present. Objects range from the earliest tools made by humans and treasures from the ancient world to more recent acquisitions from Africa, Oceania, and the Americas, the Middle East, Asia, and Europe, as well as the national collections of prints and drawings, and coins and medals.

1. Samsung Art Store subscription required. Subscription fees apply. Artwork availability and collection contents are subject to change at any time without notice or user notification.  ︎

“This update marks another step in SmartThings’ ongoing efforts to move beyond a home experience where users search for and launch features,” said Jaeyeon Jung, Executive Vice President and Head of the SmartThings Team, AI Platform Center, Samsung Electronics. “By delivering relevant information and controls at the right time, SmartThings is pushing the boundaries of more intelligent home experiences and empowering users to manage their everyday lives more naturally.”

A Redesigned Home Tab Experience, Led by SmartThings Now

SmartThings Now appears as cards at the top of the Home tab, building on Home Insight to offer greater personalization by combining relevant information with actions users can take right away. It suggests the right information and immediately actionable controls based on the user’s current situation, delivering an experience that is easier and more intuitive.

If a Family Care member, such as an older parent, shows no device activity for an extended period, SmartThings Now surfaces a care card for the caregiver with options to check in or call. When the user arrives near a home location pre-registered in the SmartThings app, SmartThings Now suggests turning on lights and air purifiers in advance. Once the user acts, it prompts them to create a routine so the same actions can run automatically going forward. This is all part of an experience designed to naturally guide users to the next relevant step based on their choices and context, making it easier to discover and use the features they need.

SmartThings Now also supports personalized optimization based on usage patterns. It analyzes the past week’s activity to suggest updates to Home tab Favorites, including devices, services, and routines. For example, it may recommend removing an air conditioner card as usage drops heading into cooler months, or adding an AirDresser card as the user’s air dresser becomes more frequently used during the change of seasons. Users can manage their routines through the Routine Insight card in SmartThings Now,¹ as well, by navigating to a detailed view of their routine activity over the past week to review and delete routines they no longer need.

The updated Home tab reorganizes key information into a more streamlined view, covering dashboards, device cards, and service cards, with each type displayed in a format optimized for easier browsing.²

Service cards use a more space-efficient design to clearly display more services on a single screen and present information like device status and numerical readings. Additionally, Live Wallpaper changes naturally throughout the day, adding a more dynamic visual touch to the experience.

The update also introduces a Floating Bar that places frequently used features within easier reach at the bottom of the screen, improving one-handed use on larger smartphones and reflecting the latest One UI design direction.

Enhanced Local Control Helps Keep Devices Responsive, Even When Offline

SmartThings is now introducing local control technology that helps users continue to operate connected devices more reliably when there are changes to the home network environment or disruptions to external internet service.³

When a mobile device and a SmartThings Hub are connected to the same Wi-Fi network, the mobile device can communicate directly with the hub rather than routing controls through the cloud. Compared to cloud-based control, local control can improve response times by approximately 30%. This helps enable continued control of connected devices during temporary network fluctuations.⁴

SmartThings automatically switches between local and cloud-based remote control based on whether the user’s mobile device is at home or away. The updated Offline Device Diagnostics page helps users restore devices that have gone offline by updating new network information across all registered devices at once.

Samsung has also added support for Matter 1.6, the latest smart home connectivity standard from the Connectivity Standards Alliance (CSA), enhancing stability and Group Control performance. The update adds support for four new device categories, as well:

• Energy Meters for real-time power monitoring
• Closures for specialized door and gate types
• Irrigation devices such as sprinkler systems
• Soil Sensors for measuring ground conditions.

1. Routine Insight is accessible through SmartThings Now and the Automations > Suggestions tab in the SmartThings app. ︎
2. The updated Home tab experience, including SmartThings Now, is available across SmartThings-supported devices such as mobile devices, Samsung Smart TVs, Family Hub refrigerators, Samsung appliances with 7-inch or 9-inch screens, and Windows devices. ︎
3. Local control is available on Android and iOS devices with the SmartThings app installed, for SmartThings Station, SmartThings V2, V3, and V4 Hubs, and hub-enabled Samsung Smart TVs and Family Hub. ︎
4. Based on tests conducted by Samsung under controlled conditions. Actual performance may vary depending on the user’s environment. ︎

Following successful exhibitions in Washington D.C. and Chicago, it marks the European stop of the collection’s international tour. It is also the first major special presentation of Korean art at the British Museum in more than 40 years. The exhibition runs from Oct. 1, 2026 to Jan. 31, 2027, and is being held at the Joseph Hotung Great Court Gallery.

“Korea,” spanning over two millennia, connect the history of Korean art in a unified narrative to reveal how Korea’s unique aesthetic values and artistic achievements have continued to be built upon and reinterpreted over many generations.

The exhibition, drawn from over 23,000 artworks from the National Bequest of the Lee Kun-Hee Collection in 2021, is organised by the British Museum, the National Museum of Korea, and the National Museum of Modern and Contemporary Art, Korea.

At the gala, Samsung Electronics Executive Chairman Jay Y. Lee reflected on the Lee family’s multigenerational commitment to preserving Korea’s cultural heritage and sharing it with audiences around the world. Members of the family, including Hong Ra-Hee, Director Emerita of the Leeum Museum of Art, Lee Boo-jin, President & CEO of Hotel Shilla, and Lee Seo-hyun, President of Samsung C&T, also attended the event.

“For generations, my family has held a guiding principle that art and culture should be preserved and shared,” Executive Chairman Lee said. “I hope this exhibition offers a gateway into Korean culture, spanning two thousand years of creativity and heritage, and that it will let everyone see Korea a little differently — for its beauty, its depth and its resilience.”

At the reception held before the gala dinner, Her Royal Highness The Princess Royal graced the opening of the exhibition.

Among the 240 guests were the Chancellor of the Exchequer John Healey MP, Minister for Artificial Intelligence Kanishka Narayan MP, former Deputy Prime Minister Sir Oliver Dowden, former Trade Minister Sir Greg Hands, former Culture Secretary Sir John Whittingdale, Trade Envoy to the Republic of Korea John Slinger, Leader of the Liberal Democrats and Chair of the Republic of Korea All-Party Parliamentary Group Sir Ed Davey, and Dr. Ben Spencer, Vice Chair of the Republic of Korea All-Party Parliamentary Group.

George Osborne, Chair of the British Museum, said, “We are thrilled here at the British Museum to be hosting this incredible exhibition. The Lee family’s contribution to our shared cultural heritage helps us understand and interpret the past, so that we may understand the future.”

Maurice Lévy, Chairman Emeritus of Publicis Groupe, said that the exhibition is “not simply about objects from witnesses of a great past of Korea. They are evidence of a culture that has always valued craftsmanship, imagination, discipline, and excellence. Sharing those treasures with the world speaks volume about the values and the generosity of the Lee family. They understood, generation after generation, that looking forward does not mean forgetting where you come from.”

Kanishka Narayan, Minister for Artificial Intelligence, said, “The UK and Korea work closely on technology and innovation, but there is so much more to our relationship. Korea’s art and culture are admired around the world, and this exhibition gives people in Britain a chance to explore its extraordinary artistic heritage. I’m grateful to Samsung for bringing this remarkable collection to London and sharing it with audiences here.”

Kim Heung-chong, Ambassador of the Republic of Korea to the U.K., commented that “it is particularly meaningful for the British Museum to open this exhibition of artworks showcasing two thousand years of Korean history, at a time when K-culture is enjoying global recognition,” and thanked Executive Chairman Lee for making the exhibition possible.

Business leaders attending the gala included those from BT Group, Vodafone, Sainsbury’s, and Standard Chartered. From academia, representatives from the University of Oxford and Imperial College London were in attendance, while the cultural sector was represented by the British Museum, Tate Modern, the V&A, and Lisson Gallery, alongside contemporary artist Marc Quinn.

Samsung’s business partners from the semiconductor industry, including Christophe Fouquet, CEO of ASML, Kai Beckmann, CEO of Merck, Andreas Pecher, CEO of ZEISS, and Patrick Vandenameele, CEO of imec, were among other notable attendees.

Chairman Lee Expresses Gratitude to Korean War Veterans

During his remarks, Executive Chairman Lee took a special moment to honor the three Korean War veterans in attendance, including Mike Roe. He also thanked The Princess Royal, recognising her visit to Korea in July 2026 during which she honored the veterans. Reflecting on more than 140 years of ties between Korea and the U.K., he highlighted Samsung’s 80-year business relationship with the country and emphasised that the U.K. has served as the hub for its European operations for over five decades.

The London exhibition features 100 masterpieces, including 10 National Treasures and 13 Treasures of Korea, with more than twenty pieces being revealed for the first time internationally.

Among the newly presented works are the National Treasures “Bronze Artifacts from Bisan-dong, Daegu” and “Bronze Rattles,” as well as “Celadon Incense Burner with Girin-shaped Lid.” Among the modern and contemporary works, Nam June Paik’s “Brahms,” Lee Jungseop’s “Bound People,” and Park Rehyun’s “Woman” will also be shown for the first time.

The Lee family’s commitment to preserving and sharing Korea’s culture spans three generations. It began with Samsung founder Lee Byung-Chull, who built the foundation of the collection and believed that cultural heritage should be passed on to future generations.

His son, the late Samsung Chairman Lee Kun-Hee carried this legacy forward, building and preserving the collection over decades. He viewed cultural heritage not simply as something to be owned, but as something to be protected and preserved. Director Emerita Hong Ra-Hee also played a crucial role in expanding and developing the collection to encompass both ancient and modern works.

The Lee Kun-Hee Collection, now a national cultural asset, is reaching audiences in major cities around the world from Washington D.C. to Chicago to London, enabling them to experience and appreciate the value and historical significance of Korean culture, thereby elevating Korea’s global standing.

The collection’s global tour began in November 2025 at the Smithsonian’s National Museum of Asian Art in Washington D.C., attracting about 80,000 visitors to become the museum’s largest special exhibition in the past 10 years. The collection then traveled to the Art Institute of Chicago, where it drew approximately 115,000 visitors, highlighting the strong interest in the rich history of Korean arts and culture.

Samsung remains committed to introducing Korean cultural heritage to the world while continuing to expand its global business network to support future growth and innovation.

Samsung Electronics today announced the new Galaxy SmartTag3, a compact tracker that combines a smaller, lighter design with longer-range finding, cross-OS support, faster location updates through the Galaxy Find Network and expanded proactive alerts.¹

“People want simpler and more convenient ways to keep track of belongings and pets for greater peace of mind, and Galaxy SmartTag3 was designed around those everyday needs,” said Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience (MX) Business at Samsung Electronics. “Powered by the vast Galaxy Find Network, it delivers our most capable Galaxy SmartTag experience yet.”

Versatile Design, More Possibilities

Galaxy SmartTag3 introduces a compact design that is approximately 35% smaller by volume and 33% lighter than the previous generation,² making it easier to attach to keys, smaller bags, luggage, or a pet collar.³ Its rounded form is finished with an aluminum-decorated button for a refined, durable feel, while new official accessories including a Silicone Case with a keyring and a Loop Case offer even more flexibility.⁴

For the first time in the Galaxy SmartTag lineup, Galaxy SmartTag3 also brings cross-OS compatibility for Galaxy and iOS devices, making it easier for families and groups to access core finding and sharing features across platforms. Through SmartThings Find, users can check and share a tag’s location and use Search Nearby across supported devices.⁵ This is especially useful when a friend or family member borrows a suitcase for a trip, allowing them to check its location and use supported finding features from their own Galaxy or iOS device.

Galaxy SmartTag3 offers industry-leading battery life, with up to 550 days under standard usage and up to 790 days in Power Saving Mode.⁶

See Further, Find Faster

When something goes missing, knowing where to start looking can make all the difference. Galaxy SmartTag3 significantly expands the range of Compass View,⁷ helping users begin narrowing in on an item from farther away.

Bluetooth 6.0 Channel Sounding enables Compass View to provide distance and directional guidance from up to 60 meters away — around three times farther than the previous generation. As users get closer, ultra-wideband (UWB) delivers even greater precision, creating a more continuous finding experience from long range to close range. If a set of keys goes missing somewhere in a large park, Compass View can help users narrow in on its location from farther away and guide them more precisely as they get closer.

When Galaxy SmartTag3 moves beyond direct connection range, the Galaxy Find Network helps keep the search going. More than 900 million participating Galaxy devices worldwide can act as finding nodes, helping detect Galaxy SmartTag3 and update its location beyond the reach of the user’s own phone.⁸ Faster Galaxy Find Network updates can surface new location information sooner after disconnection, helping reduce uncertainty when luggage or another tagged belonging is unexpectedly separated from its owner.

Stay Informed Proactively

Galaxy SmartTag3 goes beyond finding by helping users stay informed without actively searching. The new Place Notification⁹ feature adds a proactive layer, letting users define an area and receive an alert when a tagged item moves in or out of it.

Using location data from the Galaxy Find Network, Place Notification can notify users when a family pet leaves the garden or when a bicycle is detected moving out of its usual parking area. Instead of requiring users to repeatedly check a location, Galaxy SmartTag3 can surface the information when it becomes relevant.

Location History¹⁰ lets users review where their tag has been, while Movement Detection Alert¹¹ can notify them when movement is detected so they can stay informed without actively checking.¹²

Built for Everyday Privacy and Confidence

Galaxy SmartTag3 retains an IP67¹³ water and dust resistance rating alongside other key Galaxy SmartTag capabilities:

• NFC-powered Lost Mode,¹⁴ which can display registered contact information or a short message when a lost tag is scanned with a compatible mobile device.
• SmartThings IoT Control, which allows users to trigger preset routines for compatible connected devices using the tag button.
• Left Behind Alert,¹⁵ which can notify users when their mobile device loses connection with a tagged belonging.

Privacy and security remain central to the Galaxy SmartTag experience with location data that is encrypted to help protect user privacy.

Availability

Samsung Galaxy SmartTag3 will be available first in Korea beginning Oct. 7, 2026, followed by the U.S., with additional markets to follow in 2027. It will be offered in White and Black.

For more information, please visit samsung.com or the Samsung Newsroom.

1. Compared to the previous model. ︎
2. The reduction in weight is based on a comparison of the respective product weights. ︎
3. Contains a coin/button cell lithium battery. Keep battery and product components out of reach of children and pets. When attached to pet collars or similar accessories, the product may detach and pose a swallowing hazard, which may cause choking, internal injury, or serious harm. If swallowed, seek immediate medical attention. ︎
4. Accessories sold separately. Color and availability may vary by carrier and retailer. If the Galaxy SmartTag3 detaches from the item it is attached to, it may pose a swallowing hazard to young children and pets. Always ensure the Galaxy SmartTag3 is securely fastened before use and inspect regularly. Discontinue use immediately if the Galaxy SmartTag3 is damaged, deformed, or has detached. If swallowed, contact emergency medical services or a veterinarian immediately. ︎
5. Feature availability may vary by platform. Compass View, Ring Phone and Left Behind Alert are not available on iOS. Devices compatible with the SmartThings app can be checked on the SmartThings website at https://www.samsung.com/smartthings. ︎
6. Battery life, which is based on results from internal lab tests conducted by Samsung for typical usage pattern scenarios, is a simulated value of the total battery consumption measured by analyzing normal usage patterns and the current required for each function with the duration of time of each function. Tested with results from a pre-release version of the device using in-box CR2032 battery. Actual battery life may vary depending on different usage patterns, environmental conditions, the replacement battery manufacturer, and other factors.
   When in Power Saving Mode, some of the features, such as Compass View, volume and ringtone settings and others, may become inaccessible with the exception of basic finding function which uses Bluetooth LE. ︎
7. Compass View is available on Galaxy devices running Android 12 or later that support ultra-wideband (UWB) or Bluetooth Channel Sounding. Bluetooth Channel Sounding is currently available only on Galaxy Z Fold8 Ultra, Galaxy Z Fold8, Galaxy S26 Ultra and Galaxy S26 Plus. Additional devices may be supported in the future. For Bluetooth Channel Sounding, an up-to-60 m detection range is measured under line-of-sight (LOS) conditions, with no obstacles between the transmitter and receiver. Its detection range and the accuracy of direction and distance measurements may be reduced by nearby electronic devices, walls and other physical obstructions. Availability may vary by country, region, and device. ︎
8. Galaxy Find Network availability and location update timing depend on nearby participating Galaxy devices, network conditions, device settings and regional conditions. ︎
9. Place Notification feature is a trial feature. To enable the feature, go to SmartThings > Life > Find, then turn on Notify when in set place. The displayed location of Galaxy SmartTag3 may differ from its actual location depending on its surroundings. ︎
10. Location history is stored for up to 7 days. Older records will automatically be deleted. ︎
11. Notify When Movement Detected feature operates only when Galaxy SmartTag3 is disconnected from the device and relies on signals detected by nearby Galaxy devices that have agreed to Offline finding. Notifications may not be triggered depending on the surroundings of Galaxy SmartTag3. ︎
12. Depending on the availability and status of nearby Galaxy devices that have agreed to Offline finding, there may be a delay in sending or receiving notifications, or notifications may not be received at all. Notifications may not be triggered depending on the surroundings of Galaxy SmartTag3. ︎
13. Consistent with IP67 rating, water resistant in up to 1 m (3.3 feet) of water for up to 30 minutes. Rinse residue / dry after wet. Not advised for beach or pool use. Water and dust resistance is not permanent and may diminish over time. ︎
14. Contact information and message must be registered beforehand on the SmartThings app to have it shown on the finder’s device on Lost Mode. The finder’s device must support NFC reading and be connected to the internet to display the pre-registered contact information upon tagging. To help protect your personal information, it is recommended that Lost Mode be turned off when it is no longer needed. ︎
15. Notify When Left Behind feature relies entirely on the connection to your device. False alerts may occur if obstacles or environmental factors disrupt the connection, even when the item is still nearby. Feature availability may vary by platform, device and market. Left Behind Alert with SmartTag3 is currently not available on iOS. ︎

Galaxy Tab S12 Ultra and Tab S12+ feature immersive displays and come bundled with the ergonomically designed S Pen for effortless note-taking and precise editing. With easy access to professional-grade apps and versatile accessories, users can pursue their passions and progress toward their goals with ease. Combining portability with professional-grade power, the Galaxy Tab S12 series gives users instant access to powerful capabilities whenever inspiration strikes.

“The Galaxy Tab S12 series is designed for people who are constantly exploring new ideas, developing new skills, and bringing their ambitions to life,” said Jay Kim, Executive Vice President and Head of Customer Experience Office, Mobile eXperience (MX) Business at Samsung Electronics. “Built with industry-leading hardware, the Galaxy Tab S12 series pairs an expansive screen with the power of Galaxy AI — removing friction from complex tasks so users can stay focused on achieving impactful results.”

Peak Performance in an Ultra-Thin Design

The Galaxy Tab S12 series combines powerful performance and long-lasting battery life into a thin and light design, making it easy for users to achieve more, wherever ambition takes them. At a remarkably slim 5.1mm, Galaxy Tab S12 Ultra is Samsung’s thinnest Galaxy Tab, while delivering the most powerful performance of any Galaxy Tab to date, supporting productive use throughout the day. For example, users taking an online course alongside a full-time job can catch up on a lesson during the commute, then work through course exercises on the large screen at a café or library later in the day.

Both models are built to go the distance, allowing users to keep going without losing momentum. On a single charge, the all-day battery lasts up to 23 hours on Galaxy Tab S12 Ultra² and up to 21 hours on Galaxy Tab S12+,³ supporting long stretches of productivity anywhere. When it is time to recharge, the battery goes from 0% to 100% in about 95 minutes with the 45W adapter — minimizing downtime so users can get back to what they were doing.⁴

Beyond long-lasting battery life, the Galaxy Tab S12 series delivers the most powerful performance of any Galaxy Tab to date, keeping pace with even intensive tasks. The cutting-edge 3nm processor delivers up to 61% faster NPU processing, 19% faster CPU performance, and 17% improved GPU power compared to Galaxy Tab S11 Ultra.⁵ In everyday use, that means users can take on more demanding tasks with increased speed and responsiveness. Whether rendering complex creative projects or watching a lecture while taking notes and asking AI for clarification — the experience stays responsive and fast with fewer interruptions to break their focus.

A newly designed 3D Vapor Chamber efficiently dissipates heat to support more reliable performance during demanding tasks, whether users are editing video or designing graphics for hours.⁶ Engineered for resilience and durability to withstand the elements and give users peace of mind, the Galaxy Tab S12 series also comes with IP68-rated water and dust resistance.⁷

The Galaxy Tab S12 series comes with an expansive screen designed to help users think bigger and give ideas more room to unfold. Galaxy Tab S12 Ultra features a large 14.6-inch display, making it easy to explore complex topics and keep multiple perspectives in view. The Galaxy Tab S12+ features a larger 12.6-inch display and slimmer bezels than its predecessor, offering more screen space without sacrificing portability. Both models feature Dynamic AMOLED 2X displays reaching up to 1,600 nits of peak brightness⁸ — delivering clear, vivid visuals indoors, or out. The upgraded seamless Vision Booster now adjusts brightness in real time based on lighting conditions for comfortable viewing.

Sound gets a major upgrade as well, with 4-channel spatial audio — twice as many channels as the previous generation — delivering a richer, more immersive experience whether users are streaming content, following a tutorial, or editing.

Making Everyday Tasks More Intuitive and Effortless

Building on an industry-leading hardware foundation, the Galaxy Tab S12 series turns its large screen into a flexible workspace that makes it easy to keep up with different tasks without missing a beat. Running Android 17 with One UI 9 and the latest Galaxy AI, it brings research, note-taking, creation, and AI assistance into one place, giving users more freedom to explore new ideas, capture what matters and put what they learn into practice.

Thanks to the Galaxy Tab S12 series’ immersive screen, users can split the screen into up to three sections in Multi Window layout. For example, users can take notes in Samsung Notes on one side while playing a lecture and opening an AI assistant on the other. As key takeaways or questions come up, users can capture them with the S Pen directly in Samsung Notes, while Note Assist⁹ summarizes their notes¹⁰ – all without pausing the lecture.

Both models come bundled with an ergonomic S Pen, offering precise, intuitive input for note-taking, annotating materials, and sketching concepts. For a more structured, professional workstation, the Pro Keyboard elevates productivity with a premium aluminum finish and a Galaxy AI Key that enables instant access to AI assistants, while the Book Cover Keyboard Slim delivers flexibility with comfortable viewing angles and an effortless typing experience.¹¹

The Galaxy Tab S12 series helps users bring information together and get real-time support the moment curiosity strikes. The Galaxy Tab S12 series comes equipped with a six-month trial of Google AI Pro,¹² providing expanded access to Google’s most capable AI models from day one. Users can ask Gemini about anything unclear or dive deeper into subjects they want to explore the moment a question comes up. With Gemini Notebook, users can bring together notes, images, recordings, and files in one workspace and create summaries, podcasts, and even quizzes to make key information easier to understand.

As exploration expands into deeper research, Samsung Browser helps users stay focused without losing track of what they have already discovered. By understanding webpage content, context across multiple tabs, and browsing history, it can summarize information across open pages or surface a relevant source viewed days earlier – helping users spend less time searching through past tabs and more time capturing the key insights that matter most.¹³

A Complete Ecosystem Designed To Take Skills and Creativity Further

The Galaxy Tab S12 series gives users the ideal place to put knowledge into practice, bringing together professional-grade apps¹⁴ alongside benefits worth approximately $600¹⁵ to help them take their skills further.

Adobe Photoshop¹⁶ comes pre-loaded on the Galaxy Tab S12 series — a first for Android tablets — bringing pro-grade image editing and design to the tablet. The interface is optimized for tablets, and S Pen support makes it more intuitive to move ideas from hand to screen. Photoshop includes AI-powered features including AI Assistant¹⁷ and generative AI features powered by Adobe Firefly like Generative Fill and Image to Video, helping creatives edit faster and effortlessly. Exclusively for the Galaxy Tab S12 series, users receive four months of free access to the Photoshop mobile plan.

Notability,¹⁸ newly pre-loaded on Galaxy Tab, helps users capture their ideas, organize notes, and build knowledge more efficiently with S Pen optimization and AI-driven study tools with a six-month free trial, plus 20% off the first subscription.

Goodnotes¹⁹ delivers clean note-taking and organization with one year of free access and LumaFusion²⁰ enables professional-grade video editing, offered at a 66% discount. And Notion²¹ supports flexible writing, planning, and organization with one month of its Plus plan free. Clip Studio Paint²² brings precision drawing and painting tools for digital art with a six-month trial and 20% off the first subscription.

In addition to these apps, users can explore a broader range of options that support different needs. MyScript Math instantly solves handwritten equations and shows the steps behind each one, while MyScript Notes summarizes handwritten notes into study materials with built-in AI tools to explain concepts or generate quizzes. Noteshelf 3²³ offers customizable layouts for capturing and organizing ideas, while ArcSite²⁴ converts rough field sketches into precise CAD drawings.

Availability

The Galaxy Tab S12 series will be available starting Oct. 7 in select markets and offered in two colors, Gray and Silver.²⁵

Built for lasting and confident use, Galaxy Tab S12 Ultra and Galaxy Tab S12+ support up to seven times of OS upgrades and security updates.²⁶

For added peace of mind, Samsung Care+²⁷ offers comprehensive coverage tailored to users’ device needs, including fast repairs for accidental damage, extended warranty, and certified expert support available both at home and abroad.  Additionally, Galaxy mobile phone users running One UI 9 can easily check the Samsung Care+ status of their Galaxy Tab and enroll through the Warranty and care menu in the Settings. It provides quick access to warranty information, self-diagnostics, repair requests, and remote support for connected devices—all directly from the mobile phone.

For additional information, visit Samsung Newsroom, SamsungMobilePress.com, or Samsung.com.

Specifications

*Specifications may vary by market.

*All specifications and descriptions provided herein may be different from the actual specifications and descriptions for the product. Samsung reserves the right to make changes to this document and the product described herein, at any time, without obligation on Samsung to provide notification of such change. All functionality, features, specifications, GUI, and other product information provided in this document including, but not limited to, the benefits, design, pricing, components, performance, availability, and capabilities of the product are subject to change without notice or obligation. The contents within the screen are simulated images and are for demonstration purposes only.

1. Samsung Account login may be required to use certain AI features. Samsung does not make any promises, assurances, or guarantees as to the accuracy, completeness or reliability of the output provided by AI features. Availability of Galaxy AI features may vary depending on the country, region, OS/One UI version, device model, or phone carrier. Galaxy AI basic features provided by Samsung are free. Future releases may include enhanced features or new services that are offered on a paid basis. Different terms may apply for AI features provided by third parties. Galaxy AI basic features are those services listed under “Advanced intelligence” in the current Samsung Services Terms and Conditions. Galaxy AI service may be limited for minors in certain regions with age restrictions over AI usage. ︎
2. Typical value tested under third-party lab conditions. Typical value is the estimated average value considering the deviation in battery capacity among the battery samples tested under IEC61960 standard. Rated (minimum) capacity is 11374 mAh. Based on Samsung internal lab test conditions with pre-release version of given model connected to earphone via Bluetooth under default settings over LTE. Estimated against battery capacity and measured current over battery power consumption during video playback (video file resolution 720 p, saved on device), respectively. Actual video playback times vary by network connection, settings, file format, screen brightness, battery condition, and other factors. ︎
3. Typical value tested under third-party lab conditions. Typical value is the estimated average value considering the deviation in battery capacity among the battery samples tested under IEC61960 standard. Rated (minimum) capacity is 10392 mAh. Based on Samsung internal lab test conditions with pre-release version of given model connected to earphone via Bluetooth under default settings over LTE. Estimated against battery capacity and measured current over battery power consumption during video playback (video file resolution 720 p, saved on device), respectively. Actual video playback times vary by network connection, settings, file format, screen brightness, battery condition, and other factors. ︎
4. Super Fast Charging speed may vary depending on charging conditions and other factors. Galaxy Tab S12 series supports up to 45W wired charging. 45W power adapter sold separately. Use only Samsung-approved chargers and cables. ︎
5. The enhanced performance figures are based on a comparison of Galaxy Tab S12 Ultra to Tab S11 Ultra. Actual performance will depend on user environment, conditions, and pre-installed software and applications. ︎
6. The 3D vapor chamber on both Galaxy Tab S12 Ultra and Galaxy Tab S12+ helps heat dissipate faster and more efficiently than the flat vapor chamber on their respective predecessors, the Galaxy Tab S11 Ultra and Galaxy Tab S10+. ︎
7. Galaxy Tab S12 series and the included S Pen are rated IP68 under IEC standard 60529. Based on lab test conditions submersion in up to 1.5 meters of freshwater for up to 30 minutes (IP68). Not advised for beach or pool use. Water and dust resistance of device is not permanent and may diminish over time because of normal wear and tear. Dust resistance rating is tested under lab conditions by a third party: 2 kg of talc powder (max. diameter of 0.05 mm) per cubic meter was blown into a test chamber housing the device (air pressure within device kept below surrounding air) for 2 hours. Rated IP6X. Dust resistance may vary by actual usage conditions. ︎
8. Galaxy Tab S12 series supports peak brightness of 1,600 nits and outdoor brightness of 1,000 nits in High Brightness Mode. ︎
9. Note Assist feature requires a Samsung Account login. Available functions and features may vary by country, region, and language. ︎
10. The note must include a minimum of 200 characters for the summary function to work. ︎
11. Pro Keyboard and Book Cover Keyboard Slim sold separately. The products are available for Galaxy Tab S12 Series. Features and keyboard layout may vary by country, language, and device model. Galaxy AI Key can be assigned for select apps only. Pressing Alt + Galaxy AI Key provides the option to switch the AI assistant to Bixby, Gemini, or Perplexity. A network connection is required to use Bixby, Gemini or Perplexity. To launch Gemini using the Galaxy AI Key, Google Assistant needs to be updated to Gemini. ︎
12. Gemini is a trademark of Google LLC. Terms apply. By subscribing, you agree to terms for Google One, AI Credits, and offers. Offer ends Aug 1, 2027 at 11:59pm PT. Only available for ages 18+. Unless canceled earlier, Google One will charge $19.99/mo after the trial ends. Cancel anytime. Return of purchased device may result in cancellation of subscription. See full terms at https://one.google.com/offer/terms-and-conditions/SamsungAIPro. ︎
13. Available functions and features may vary by country, region, language, and Samsung Browser version. The number of search queries may be subject to limitations. Accuracy of results is not guaranteed. Some features of Samsung Browser for Android require a network connection and Samsung Account login. ︎
14. App availability and the terms of service may vary by country and region. ︎
15. Includes free trial periods and first-subscription discounts for Adobe Photoshop, Notability, Goodnotes, LumaFusion, Notion, Clip Studio Paint, MyScript Notes, MyScript Math, Noteshelf 3, and ArcSite, plus a 6-month Google AI Pro trial. Actual value and availability may vary by country, region, market, and currency. ︎
16. Adobe Photoshop comes preloaded on Galaxy Tab S12 series in the Galaxy Picks folder. Adobe Photoshop for Tablet will be launched exclusively in the Galaxy Store for a period of at least six months starting Oct 7, 2026, after which Adobe may launch the app in other app stores. Galaxy Tab S12 series users are eligible to receive a 4-month free Adobe Photoshop premium mobile subscription, including 100 monthly generative credits. ︎
17. AI Assistant on Adobe Photoshop is beta version. ︎
18. Notability comes preloaded on Galaxy Tab S12 series in the Galaxy Picks folder. Galaxy Tab S12 series users are eligible to receive a 6-month free Notability subscription. Once the free full version period ends, an additional purchase is required for continuous use. App availability and the terms of service may vary by country and region. ︎
19. Goodnotes app comes with a 1-year free full version. Once the free full version period ends, an additional purchase is required for continuous use. App availability and the terms of service may vary by country and region. ︎
20. LumaFusion app is preloaded as stub, requiring users to click the icon and complete the purchase from Galaxy Store. All Galaxy device users can get a 66% discount when purchasing from Galaxy Store and receive a 1-month free Creator Pass subscription. 66% discount promotion limited until Nov 30, 2026. ︎
21. Notion app requires a separate download from Galaxy Store and comes with a 1-month free trial of the Plus&Notion AI for one newly created Notion workspace. App availability and the terms of service may vary by country and region. ︎
22. Clip Studio Paint membership required. Clip Studio Paint app comes pre-installed in select markets. The app can be downloaded from Galaxy Store and comes with a 6-month free trial for first-time users. Once the free trial period ends, paid subscription to a monthly or annual usage plan is required for continuous use. A 20% discount is available on the first subscription. ︎
23. Noteshelf 3 app requires a separate purchase for a Premium plan upgrade. A 30% discount on the upgrade is available only via Galaxy Store. ︎
24. ArcSite app requires a separate download from Galaxy Store and comes with a 1-month free trial for first-time users. Once the free trial period ends, paid subscription to a monthly or annual usage plan is required for continuous use. A 30% discount is available on the first monthly subscription. App availability and the terms of service may vary by country and region. ︎
25. Availability and timing may vary by market, carrier, or model. Color and model availability may vary depending on country, region, or carrier. ︎
26. Availability and timing of OS upgrades and security updates may vary by device model and market. ︎
27. Terms and conditions apply. Samsung Care+ coverage, service type and promotion details may vary by country/region and a deductible (service fee) may apply. To be eligible for Samsung Care+ promotion benefits, registration may be required. For detailed Samsung Care+ information, please visit https://www.samsung.com/samsung-care-plus/. Care at home & abroad: When in need of Samsung Care+ services during your travel, contact the visiting country/region’s local customer services center in advance for Samsung Care+ availability. ︎
28. Measured diagonally, Galaxy Tab S12 Ultra’s screen size is 14.6″ in the full rectangle and 14.5″ accounting for the rounded corners. Actual viewable area is less due to the rounded corners. ︎
29. Measured diagonally, Galaxy Tab S12+’s screen size is 12.6″ in the full rectangle and 12.5″ accounting for the rounded corners. Actual viewable area is less due to the rounded corners. ︎

Launched in June 2026, Helix is an AI-enabling infrastructure provider that is designed to deliver integrated solutions across the entire value chain, including hyperscale data center development and operations, power generation (covering both baseload and flexible energy sources), transmission and distribution infrastructure, and fiber-optic networks.

Through Helix, hyperscalers can rapidly secure the large-scale, comprehensive infrastructure required to keep pace with exponentially growing AI demands.

Helix is led by Adam Selipsky, former CEO of Amazon Web Services (AWS) and is assembling a dedicated management team comprising leading experts from the data center and power industries. Helix also leverages the capabilities of KKR’s leading global infrastructure business with about 170 dedicated professionals.

Alongside Samsung, KKR, the Kuwait Investment Authority (KIA), NVIDIA, and US power company Vistra are also founding investors in Helix.

AI Data Centers Evolve Into Core Platforms for a New Industrial Ecosystem

AI data centers are rapidly evolving beyond simple facility investments into core business platforms. Today, they integrate diverse, high-value business models, including GPU-as-a-Service (GPUaaS), Sovereign AI, and colocation services.

The rapid expansion of these data centers is driving the creation of a massive, multi-sector ecosystem that spans power generation, cooling technologies, semiconductors, and finance. Samsung affiliates’ investment reflects a strategic commitment to securing next-generation AI leadership within this emerging infrastructure landscape.

As AI services integrate deeper into daily life and global industries, the need for data centers capable of processing massive compute workloads — and the specialized power infrastructure required to run them stably — is growing exponentially. If data centers are the production hubs of the AI era, power is the fuel that drives them. Consequently, the ability to secure both compute and power infrastructure simultaneously has emerged as a defining competitive advantage in the AI industry.

By targeting both data center deployment and the underlying power infrastructure, Helix’s investment strategy addresses the very core of this market competition. Recognizing that power availability is currently the greatest bottleneck in AI infrastructure, Helix plans to rapidly secure energy capacity through direct investments and strategic partnerships with major energy developers, including investor Vistra.

The investment this time is expected to serve as a pivotal milestone for Samsung’s affiliates, allowing them to leverage their world-class hardware and component expertise to build system- and infrastructure-level influence. Moving forward, Samsung is poised to expand its role from a traditional hardware component supplier to an active architect of the global AI infrastructure ecosystem.

Samsung’s Expertise Across the AI Infrastructure Stack Serves as Critical Anchor for Global AI Buildout

Samsung Electronics’ Device Solutions (DS) Division supports the global buildout with its state-of-the-art semiconductor solutions, responding to changes in global demand in a timely manner.

Samsung Electronics’ Device eXperience (DX) Division delivers a comprehensive portfolio of data center cooling products and solutions — from air cooling systems to coolant distribution units (CDUs) for liquid cooling — through FläktGroup, its data center HVAC specialist subsidiary acquired in 2025. It also operates 14 production sites worldwide and a supply and service network across 65 countries, giving it the speed and flexibility to meet hyperscalers’ demands for rapid capacity expansion.

Samsung C&T Engineering & Construction Group is actively driving the large-scale infrastructure projects as an engineering, procurement, and construction (EPC) contractor across data centers and power generation.

Samsung SDS is an IT solutions provider that also designs, builds and operates data centers and has recently ventured into the GPUaaS business. The company boasts the lowest power usage effectiveness (PUE) level in Korea which it applies both to its own data centers and to the Korea AI Computing Center (KOACC).

Samsung SDI is recognized for world-leading technology in uninterruptible power supplies (UPS) and battery backup units (BBUs), both essential to running data centers that operate high-performance servers 24 hours a day. It plans to explore new business opportunities in this field, where ultra-high-output, high-capacity battery technology is essential.

Through this investment, Samsung Electronics and its affiliates aim to accelerate global AI data center deployment alongside Helix, while maximizing collaborative synergies among participating companies.

Heart disease is the number one cause of death worldwide,¹ which is why the World Health Organization (WHO) and the World Heart Federation recognize Sept. 29 as World Heart Day. It is a reminder that the choices we make today can make a meaningful difference tomorrow.

These choices don’t have to be big. From choosing when to go to bed to making time for even just 30 minutes of exercise, the small choices we make every day add up to a healthier lifestyle. The good news is that Samsung Galaxy Watch can help you make proactive prevention part of daily life. By monitoring your sleep, activity level, stress, and blood pressure, Galaxy Watch helps you better understand what’s happening in your body and what steps to take to ensure your heart is doing its job well.

Understanding Your Body at a Glance: Heart Health Score

The American Heart Association recommends looking at Life’s Essential 8² as key measures for improving and maintaining cardiovascular health: diet, exercise, sleep, weight, blood pressure, blood sugar, cholesterol and smoking cessation. But knowing what matters raises an important question: how do these factors change the choices we make every day?

Samsung Health’s Heart Health Score is designed to help you in this journey. It tracks and analyzes complex health indicators such as sleep duration, daily activity level, body composition and vascular load,³ converting them into a single, simple score that anyone can intuitively understand and follow.

Think about what happens if you miss your daily exercise for a few days: your Galaxy Watch recognizes your moderate-to-high intensity activity level has decreased, reflects this change in a lower Heart Health Score, and makes a recommendation to go for a run. With convenient insights right from your wrist, Galaxy Watch delivers personalized insights that make it easier to recognize changes, understand your habits, and take the next step toward healthier ones.

▲ Galaxy Watch and Samsung Health provide effortless understanding of cardiovascular wellness through the Heart Health Score (Image simulated for illustrative purposes. Actual UX/UI may differ.)  

Advanced Sensor Technology: From Measurement to Meaning

Samsung Galaxy Watches are equipped with an advanced BioActive Sensor which integrates three precision sensors in one: an optical heart rate sensor (PPG), an electrocardiogram sensor (ECG),⁴ and a bioelectrical impedance analysis sensor (BIA).

With calibration just once every four weeks using a home blood pressure monitor, you can easily check your blood pressure⁵ from your wrist anytime, anywhere. When you place your finger on the watch’s side electrode for just 30 seconds, the watch measures an electrocardiogram to detect signs of abnormal heartbeats like atrial fibrillation or ectopic beats. The Irregular Heart Rhythm Notification (IHRN)⁶ feature, which detects abnormal heart signals, monitors the user’s heart rhythm throughout the day and provides a proactive notification if abnormal signs are repeated.

Even small reminders like this have the power to save lives. In several countries, these notifications have led to early detection of risks such as atherosclerosis or myocardial infarction.

Around-the-Clock Care: How Galaxy Watch Proactively Monitors Your Health Even During Sleep

Your heart is a constant you can count on, and it works whether you’re awake or asleep. When you wear your Galaxy Watch to sleep, it analyzes five major vital signs: heart rate during sleep, heart rate variability,⁷ respiratory rate, skin temperature, and blood oxygen saturation. These signals are compared against your personal baseline.

When you wake up, your Galaxy Watch will send a notification if it detects meaningful deviations from your baseline. By highlighting meaningful changes early, it gives you an opportunity to rest, recover or seek medical guidance before small issues become larger concerns.⁸

Heart to Heart: Connected Care That Adds Peace of Mind

Looking after your own heart is only one side of the story. From parents to partners, siblings to grandparents or even friends, the burden of caring for the hearts of those around you weighs heavily. Samsung Health’s Health Data Sharing⁹ function lightens the load by sharing agreed-upon data items (number of steps, blood pressure, heart rate, medication adherence, etc.) with loved ones.

You can check if your parents who live far away have completed their daily walk or taken their prescribed medication on time, just as if you were right there with them.

World Heart Day coincides with the seasonal transition when chilly winds begin to blow in the mornings and evenings. As the temperature gap between day and night widens, blood vessels constrict, sharply increasing the risk of cardiovascular disease.

The key to preventing heart disease lies not in reactive treatment, but in proactive habits of paying close attention to the subtle signals your body sends every day. Start managing your heart health with Galaxy Watch, a reliable health partner that stays with you around the clock.

1. Source: World Health Organization (WHO), “Cardiovascular diseases (CVDs)” Fact Sheet (July 31, 2025), “The top 10 causes of death” (Aug. 7, 2024). ︎
2. Source: American Heart Association (AHA), “Life’s Essential 8” (2022). ︎
3. Vascular Load feature measures the degree of stress placed on the cardiovascular system during sleep and displays the trend of change compared to a baseline value. It continuously analyzes changes during sleep to provide a comprehensive score. ︎
4. Electrocardiogram (ECG) feature records and analyzes subtle electrical signals of the heart when the user places a finger on Galaxy Watch’s top button for about 30 seconds, detecting atrial fibrillation (irregular and rapid quivering) and ectopic beats (premature irregular beats). ︎
5. Blood Pressure feature measures systolic and diastolic blood pressure by analyzing pulse waveforms with Galaxy Watch’s optical (PPG) sensor. An initial measurement using a separate cuff-type blood pressure monitor is required, and recalibration is needed every 4 weeks (28 days). ︎
6. Irregular Heart Rhythm Notification (IHRN) feature detects irregular patterns that may indicate atrial fibrillation through pulse monitoring and provides an early alert. ︎
7. Heart Rate Variability (HRV) feature analyzes minute-to-minute variations in the intervals between heartbeats to show autonomic nervous system balance. It is automatically recorded during sleep and resting states. ︎
8. Heart Health Score and Vitals features are supported on the Samsung Health app (version 7.0 or higher). ︎
9. Health Data Sharing feature requires user consent, and users can independently choose which health data to share (including steps, workouts, sleep, weight, body composition, food intake, heart rate, stress, blood pressure, blood glucose, medication and vital signs). ︎

A24 is a global entertainment company that produces and distributes films, TV series, documentaries, music, and consumer products. Notable films include “Everything Everywhere All at Once,” “Moonlight,” “Past Lives,” and “Midsommar.”

“Our collaboration with A24 expands the horizons of Samsung Art Store by bringing powerful cinematic storytelling to TV screens,” said Heeyeong Ahn, Vice President of the Visual Display (VD) Business at Samsung Electronics. “We look forward to seeing these iconic film moments inspire audiences around the world and offer a new way to engage with the stories they love.”

Designed to serve as modern digital canvases, Samsung Art TVs display artwork with vibrant color and rich detail. The Frame, along with The Frame Pro — whose debut model last year was named one of TIME’s “Best Inventions” — blend seamlessly into home décor like picture frames. The Frame lineup comes in a range of sizes, with customizable bezel options to help transform any space into a gallery.

Samsung further expanded its Art TV lineup² in 2026, offering Samsung Art Store to its Micro RGB and Neo QLED series. Samsung Art Store is now available on select Samsung OLED TVs³ for the first time, including the flagship S95H.

Samsung Art Store is the No. 1 TV art subscription service globally, reaching over 117 countries. Subscribers can access more than 5,000 artworks from over 800 artists, including pieces from collaborations with institutions such as The Metropolitan Museum of Art, MoMA, and Musée d’Orsay.

1. Samsung Art Store requires a paid subscription, and its pricing, supported TV models, and available artworks and collections may vary and are subject to change by country and region. ︎
2. Samsung Art Store is available on select Samsung TVs: Compatible 2026 models include R95H, S95H, QN80H, QN70H, M80H, The Frame, and The Frame Pro. Compatible 2025 models include Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, Q8F, and Q7F.  ︎
3. Samsung Art Store is available on select OLED models including S95H (global) and S99H (Europe). ︎

Samsung TV Plus is expanding its creator offerings to more markets worldwide. Samsung Electronics’ subscription-free streaming service introduced new creator-led channels across Australia, New Zealand, the Philippines, Singapore, Thailand, and the United Kingdom — while extending existing creator channels to Brazil and Mexico. Spanning lifestyle, food, sports, news, and science, the additions broaden access to content from leading creators.

The new global offerings include:

• U.K.: In partnership with 208 Studios, Samsung TV Plus has launched three new creator channels.
  • Happy Place: Interviews from the acclaimed podcast by Fearne Cotton, who has more than 15 million social media followers.
  • Golf Life: Golf and comedy from Ange, Jimmy, and Tubes Bullard, who have more than 3 million combined followers
  • JOE Media: News and entertainment from the U.K. media brand, which has more than 30 million followers across platforms.

• Australia, New Zealand, the Philippines, Singapore, and Thailand: Luke Nguyen’s World follows Australian-Vietnamese chef, restaurateur and television personality Luke Nguyen as he explores food, culture, and travel. The program features more than 95 episodes across nine seasons, adding to Nguyen’s portfolio of content aired in more than 150 countries.
• Brazil & Mexico: Mark Rober TV is now available in these markets. It is a dedicated 24-hour science and engineering channel featuring dubbed content from former NASA engineer Mark Rober, who has more than 79 million followers across platforms.

The expansion underscore Samsung’s role in bridging the creator economy and the new era of television, helping creators reach new viewers through Samsung TV Plus.

“The creator economy has become a global phenomenon, reshaping how audiences discover and engage with content,” said Salek Brodsky, Head of Global TV Plus, Samsung Electronics. “Samsung TV Plus is at the forefront of this evolution, giving the creators a global platform to grow their brand and connect with millions of viewers through television.”

Already home to Dhar Mann, Michelle Khare, Smosh, and The Try Guys, Samsung TV Plus continues to redefine the television experience, connecting digital storytellers with its 100 million monthly active users worldwide.

In collaboration with SK Telecom and Samsung, Hana Financial Group built out a large-scale smart office, spanning 16 floors of its headquarters, multiple group affiliates, and thousands of employees. Using 5G-enabled laptops, tablets, and mobile devices, employees can access a seamless work environment anytime, anywhere. This enhanced connectivity drives more efficient use of office space, supports employee productivity, and fosters a more agile way of working, while reducing the time and resources needed to reconfigure the building. It also lays the groundwork for adopting AI across daily operations.

Financial institutions handle highly sensitive data such as customers’ credit and bank information, and operate under strict network-separation requirements — leaving Wi-Fi adoption largely off-limits over security concerns and cyber risks. This project deploys a multi-layered security system, encompassing enhanced encryption, a firewall, DDoS protection, and USIM-based authentication — granting network access exclusively to authorized devices and registered users. Samsung’s private 5G solutions offer both the complete isolation of wired networks and the convenience of wireless connectivity.

“For AI and data to be used widely in day-to-day work, employees need a network that gives them secure, reliable access to internal systems and data from anywhere,” said Kim Goo-Young, Head of Enterprise Business Office at SK Telecom. “Built on Samsung’s core and radio solutions, that secure foundation is now in place — making this smart office a leading example of how we innovate the way the financial sector works.”

For this project, Samsung provided its full stack of network solutions including radios, baseband, and cloud-native core, supporting the mid-band (4.7GHz) spectrum dedicated to private 5G networks in Korea. Samsung’s 5G Standalone Core enables network slicing, which divides a single physical network infrastructure into multiple virtual slices where each is dedicated to a specific application. Through this deployment, Hana Financial Group’s subsidiaries will each have access to separate network slices, offering independent operating environments tailored to individual security policies and business needs.

“This meaningful milestone underscores Samsung’s leadership in deploying private 5G solutions that deliver even under the most stringent security standards required by regulated industries,” said Angelo Jeongho Park, Executive Vice President and Head of Strategic Sales, Networks Business at Samsung Electronics. “By combining cutting-edge technology and our extensive commercial experiences across diverse industries — including manufacturing, finance, construction, IT, and more — we are providing secure, tailored networks today while enabling businesses to seamlessly integrate AI-driven innovations.”

Samsung Networks has pioneered the successful delivery of 5G end-to-end solutions, including chipsets, radios, and cores. Through ongoing research and development, Samsung is driving the industry to advance 5G networks and paving the way for 6G and beyond with its market-leading product portfolio, from purpose-built RAN, vRAN, Open RAN, AI RAN, and cloud-native AI core to private network solutions and AI-powered automation tools (CognitiV NOS). The company currently provides innovative network solutions to mobile operators that deliver boundless connectivity to hundreds of millions of users worldwide.

Set to begin in October 2026, the projects will deploy 5G Standalone (SA) private networks across industrial environments, ranging from shipyards to petrochemical facilities, to validate AI RAN capabilities and generate real-world insights for future deployments.

As part of the Korean MSIT’s initiative, the projects bring together operators, network solution providers, and other industry partners. The collaboration aims to accelerate the adoption of cutting-edge technologies, including AI RAN, physical AI, and autonomous operations, while laying the groundwork for the transition to 6G.

“Korea has long stood at the forefront of global digital and technological advancement. As a key partner with deep roots in this region, we are proud to drive the next stage of network innovation alongside leading operators through these AI RAN projects,” said June Moon, Executive Vice President, Head of R&D, Networks Business at Samsung Electronics. “As AI evolves toward embodied intelligence, networks are becoming platforms that connect a new generation of intelligent machines, including humanoids and autonomous vehicles. Bringing AI RAN and physical AI together in real-world industrial settings marks a meaningful step toward the future of connectivity.”

AI-Powered Welding Robots at Shipyards

At the Yeongam Shipyard of HD Hyundai Samho, a prominent global shipbuilder, KT will carry out field trials of key physical AI services, ranging from welding and painting robots in manufacturing environments to autonomous robots for telecom facility operations.

For the AI-powered quadruped welding robot use case, Samsung will support KT with its software-driven, AI-native solutions, including Network in a Server (NIS) — an integrated edge AI platform comprising virtualized RAN (vRAN), AI Core, and AI applications — and Samsung CognitiV Network Operations Suite (NOS) for intelligent network automation. Leveraging 5G connectivity and the edge AI platform, the quadruped robot can autonomously perceive its working environment and perform precise welding.

With these capabilities, Samsung is addressing the demanding network requirements of physical AI services in industrial settings, where ultra-low latency, high reliability, and consistent throughput are critical for real-time robotic control. Designed for on-premise deployment and local processing, NIS brings network and AI capabilities closer to where data is generated and decisions are made. It runs vRAN and 5G SA core software on an AMD EPYC 8004 Server CPU-powered commercial off-the-shelf (COTS) Compact Edge Server from Supermicro with Wind River Cloud Platform. Its software-driven architecture also enables flexible scaling, with the ability to incorporate accelerated GPU compute as needed to meet site-specific requirements. 

“KT views this project as an important starting point for validating the next-generation communications paradigm where AI and networks converge,” said Jongsik Lee, Executive Vice President, KT. “Together with Samsung, we will demonstrate a range of Physical AI services in an AI-RAN-enabled private network environment and secure the key technologies and service models that will lead the AI-Native 6G era.”

Autonomous Patrol Robots at Petrochemical Facilities

As another key part of the country’s Hyper AI Network initiative, SK Telecom will validate physical AI services at SK Incheon Petrochem, a major energy hub for the Seoul metropolitan area. These capabilities include an autonomous robot that patrols hazardous areas and CCTV-based monitoring. The patrol robot transfers high-definition videos in real time while on the move, enabling AI analysis to detect potential hazards and facilitate integrated monitoring.

Samsung is providing its AI-native NIS solution for SK Telecom’s project. The companies will explore how AI-native connectivity can further enhance safety and efficiency in petrochemical environments, where complex chemical processes require rigorous monitoring and operational precision.

“At SK Telecom, we believe AI creates greater value when paired with the right foundation to support it, and this project puts that belief into practice,” said Takki Yu, Head of Network Technology Office at SK Telecom. “Drawing on our AI expertise, we will work with Samsung to validate physical AI services in real-world environments and advance AI RAN as a key technology underpinning the government’s Hyper AI Network initiative and its AI Highway agenda.”

Samsung’s AI RAN delivers a range of capabilities, including anomaly detection, throughput enhancement, and energy efficiency improvements, all validated on live networks around the globe. Building on this experience, Samsung continues to work with leading operators and partners to expand the real-world footprint of AI-native, 6G-ready networks and propel the adoption of AI-driven services across global markets.

Samsung Networks has pioneered the successful delivery of 5G end-to-end solutions, including chipsets, radios, and cores. Through ongoing research and development, Samsung is driving the industry to advance 5G networks and paving the way for 6G and beyond with its market-leading product portfolio, from purpose-built RAN, vRAN, Open RAN, AI RAN, and cloud-native AI core to private network solutions and AI-powered automation tools (CognitiV NOS). The company currently provides innovative network solutions to mobile operators that deliver boundless connectivity to hundreds of millions of users worldwide.

The installation transformed a conventional booth into an immersive experience where visitors encountered lifelike characters at scale, blurring the line between digital worlds and physical spaces.

Extending Fan Engagement Into Physical Spaces

For game publishers and IP owners, the challenge lies in translating digital characters into physical environments.

At the entrance to the booth of NC, a global game developer and publishing company, an 85-inch Spatial Signage display was integrated into an elevator-themed installation and introduced Astrae Oratio characters at near life-size scale. Featuring Samsung’s patented 3D Plate technology, Spatial Signage created a vivid sense of depth without requiring viewers to wear 3D glasses, bringing the game’s characters and its magical world into the physical space.

“We wanted visitors to come face-to-face with the characters at life-size scale and feel immersed in the game’s world from the moment they entered the booth,” said Yongsoo Lee, Head of Astrae Oratio Business Division at NC. “For games in the subculture genre, the liveliness and realism of the characters are especially important. We believed that Samsung Spatial Signage would make this possible.”

Visitors responded immediately to the display’s scale, movement, and sense of depth.

Content creator Kawaii CoCo noted, “The character felt interactive because she was moving around, which made her feel a little more human-like. That really caught my attention.” She added that the display’s social media presence was undeniable. “It’s much more prominent and looks much better on social media, so I wanted to capture some footage and show my audience this really cool display.”

Despite its slim 52mm profile,¹ Spatial Signage is designed to create the visual impression of depth, making it appear as though the space extends behind the screen. This immersive effect creates a powerful impression when viewers first encounter a game and its characters in public settings.

Booth visitor Daniel Acero said, “Having this as the first impression of the game in public is really helpful for shaping public perception of the game. It also conveys the personalities of the characters.” He added, “I didn’t realize it was a display screen. I thought it was a transparent screen with an actual space behind it. It really created a strong sense of depth.”

Beyond the entrance, compact 32-inch Spatial Signage displays, with an even slimmer profile of 49.4mm, were placed in waiting areas and along the visitor route, extending the character experience throughout the booth. The smaller form factor enabled flexible installation in space-constrained areas while helping visitors remain engaged with the game’s characters and its world as they waited.

Visitor Tomas Portier said, “Even if the queue was kind of long, Spatial Signage helped the time pass more quickly while helping me get to know the characters a little better. It’s more lively than a still image or a conventional screen.”

Creating Visual Impact While Maximizing Space

For retailers and venue operators, visual impact needs to work within the realities of physical space. Spatial Signage’s slim profile, combined with glasses-free 3D presentation, enabled NC to make strategic use of limited space.

“Designing the visitor flow was quite challenging, but since Spatial Signage is very slim, it was really easy to install and make effective use of the space,” Yongsoo Lee explained. “That also gave us room to store merchandise for visitors.”

At the booth entrance, NC used the installation as both a visual focal point and a functional part of the layout. While the display captured visitors’ attention, the area behind it provided concealed storage for merchandise.

Visitor David Yousefi observed, “When you present it like this in a box, I thought it was much larger.” He added, “But it’s pretty cool that you can put it all into such a limited space.”

This flexibility could help character IP owners, retailers, and venue operators bring content into a wider range of physical environments.

Miguel Moren, a gaming industry professional and TGS 2026 exhibitor, said, “Having animated video game characters in a real-life space creates a really nice blend of the imaginary world and the real world.”

Visitors expressed enthusiasm about potential applications beyond gaming events.

Rio Matsushita suggested, “I think having your favorite character move right in front of you is a really great experience. Even while waiting, I could clearly see the three-dimensional visuals. I think it would be a lot of fun if we could see something like that in places like Akihabara too.”

Nicolas Felix also saw other opportunities for Spatial Signage. “I think it could be used for commercial branding in shops, for example, to showcase clothes on people,” he said. Yousefi also pointed to additional applications in other public-facing environments. “I could also see it being successful in theme parks or other events where you want to showcase something.”

Beyond Tokyo Game Show: Expanding the Possibilities of Spatial Signage

The Tokyo Game Show installation is one of several commercial deployments of Samsung Spatial Signage across entertainment, retail, and event environments. At Everland Safari World in Korea, it was integrated into the attraction’s waiting queue, extending the safari experience into areas traditionally reserved for crowd management. The Governors Ball Music Festival in the United States showcased merchandise on an 85-inch display, integrating commerce into the live-event experience.

These installations demonstrate how Spatial Signage brings digital content to physical space through a combination of visual impact, spatial efficiency, and visitor engagement. With a range of display sizes and a form factor designed to integrate seamlessly into existing environments, the technology enables storytelling opportunities in spaces where conventional displays have been limited.

1. 85-inch ︎

Samsung Electronics today announced the opening of a new built-in appliance showroom in Löhne, Germany.

Located on the ground floor of the Kitchen Center Löhne — an exhibition center for kitchen industry leaders — the permanent showroom provides kitchen retailers, planners, buyers, and other industry partners with year-round access to Samsung’s built-in appliance portfolio and connected kitchen solutions.

“The opening of this permanent showroom marks an important step for our commitment to the built-in appliance business in Europe,” said Sang Jik Lee, Executive Vice President and Head of Sales & Marketing Team of Digital Appliances (DA) Business at Samsung Electronics. “We aim to deepen industry collaboration, strengthen Samsung’s premium positioning, and better capture opportunities in the European built-in market.”

Bringing the AI Connected Kitchen to Life

Designed around Samsung’s connected appliances, the showroom moves beyond conventional product displays by placing built-in appliances in realistic kitchen and residential environments. Trade visitors can experience how Samsung appliances, AI-powered features, and SmartThings connectivity work together to create more intuitive and connected experiences throughout the home. They can also see how seamlessly Samsung’s built-in appliances fit into kitchens in different price segments, from entry to premium price levels.

The showroom includes various areas designed to present Samsung’s built-in appliances.

Near the entrance, kitchen and residential environments demonstrate how Samsung appliances and SmartThings-connected devices can work together throughout the home in realistic settings. In particular, three distinct built-in kitchen packages allow visitors to easily identify and compare differences across Samsung’s product lineup. The displays also highlight how the company’s built-in kitchen appliances complement a variety of kitchen furniture concepts, including wood, white, and navy finishes.

Next, a dedicated product zone presents the company’s refrigeration, cooking, and dishwashing portfolios alongside lifestyle displays and select new products. Key products on display include the Extractor Induction Hob — Samsung’s induction cooktop with an integrated extractor which launched this year — the Bespoke AI Dishwasher featuring AI Wash,¹ Samsung’s built-in and freestanding refrigerators, and the Bespoke AI Oven featuring AI Pro Cooking.²

At the center of the showroom, an open consultation and communication space supports product demonstrations, partner meetings, briefings, and training programs. Visitors can also receive an introduction to Samsung’s B2B platform SPACE, including information on ordering processes, product availability, and product specifications. Together, the areas allow industry professionals to explore Samsung’s built-in portfolio while experiencing the value of its connected-home vision firsthand.

A Strategic Hub for Samsung’s European Built-In Appliance Business

Samsung’s new showroom is also serving as the company’s exhibition space for its participation in Küchenmeile A30, a kitchen trade fair that is one of Europe’s leading B2B platforms for the kitchen, furniture, and interior design industries.

Held every September in and around Löhne — a region in which approximately two-thirds of Germany’s kitchen industry is concentrated — the event brings together more than 300 major kitchen furniture and appliance brands from around the world. It attracts more than 25,000 visitors annually.

Samsung has participated in Küchenmeile A30 since 2013, consistently using the platform to introduce its latest innovation in built-in products. This year, the company’s new showroom provides a novel experience for the wide range of stakeholders visiting the event.

Initially focused on Germany, the showroom is positioned to become a regional demonstration, training, and collaboration hub for Samsung teams and kitchen-industry partners across Europe.

1. AI Wash is a cycle that utilizes a high-resolution turbidity sensor and a machine learning algorithm to optimize washing and rinsing. It operates based on an AI-created algorithm. Actual results may vary depending on individual use. ︎
2. AI Pro Cooking is a feature that uses an internal camera and AI to support cooking functions such as monitoring. Only available on certain models. ︎

New Features Help Users Capture, Personalize, and Manage

One UI 9 introduces new ways to keep people in focus, tailor the information users see each day, and manage device care more easily.

• My FanCam² automatically tracks a selected person in a recorded video and keeps them centered, intelligently reframing the footage as the scene moves. This allows users to turn dynamic moments into social-ready content with less manual editing. Whether it’s a child’s performance, a friend on the dance floor, or an exciting moment during a sporting event, users can instantly put the focus on the person they want to see.

• The new Generative and Editable Cards on Now Brief³ help users choose what appears in their daily summaries. Users can create cards across health, weather, and video so their daily brief reflects the information most relevant to them.
• Warranty and Care⁴ brings device support and protection directly into the Settings menu. Users can now check warranty coverage across connected mobile devices, run self-diagnostics, view repair estimates, and manage Samsung Care+ or book a service appointment with just a few taps.

Enhanced Capabilities Help Users Do More With Less Effort

One UI 9 builds on familiar Galaxy experiences to help users complete everyday tasks in fewer steps, with context-aware suggestions, timely creative prompts, and improvements to translation, scanning, and recording.

• Now Nudge⁵ can surface timely, context-aware suggestions across more moments in the Galaxy experience, helping users take the next step without breaking their flow. For example, when making plans over text, users can pull up reservation details or save a shared location without leaving the conversation.
• Creative Studio now suggests image-generation ideas based on relevant upcoming events. For example, when a friend’s birthday is approaching, users may see a prompt to create a themed image or greeting, allowing them to quickly create something meaningful for the occasion.
• Interpreter⁶ introduces a new Thread View that enables users to better follow translated conversations by quickly referencing earlier exchanges. In addition, faster translation in Conversation Mode and quicker playback with compatible Galaxy Buds help reduce delays, making conversations feel more natural and continuous.
• Document Scan now allows users to digitize challenging materials such as curved book pages and corner-folded papers with less manual adjustment. The large-screen-optimized views on compatible Galaxy devices, along with an improved Finger Eraser, help create cleaner and more usable scans.
• Voice Recorder presents summaries in a clearer, more structured format, using elements such as headings and tables to make key information easier to scan at a glance.

Enhanced Security and Privacy Help Users Stay Informed and in Control

One UI 9 continues Samsung’s approach to security and privacy with transparency, choice, and control built into the experience. The latest updates help users better understand when something may need their attention and make it easier to take action.

• Security Brief brings key security and privacy updates like alerts for malware, apps from unknown sources, and unnecessary permissions to Now Brief, helping users identify potential issues earlier and determine when action is necessary.
• Privacy Alerts⁷ use on-device AI to identify potential privacy risks, including unnecessary attempts to access permissions in the background, giving users greater awareness of how their information is being accessed.
• Scam Detection⁸ expands to additional countries⁹ and languages, bringing protection against potential scam calls to more Galaxy users across supported markets.

1. As of the publication of this press release, the official One UI 9 has been rolled out to Galaxy Z Fold8 Ultra, Galaxy Z Fold8, and Galaxy Z Flip8. The update is expected to gradually roll out to other Galaxy devices. ︎
2. My FanCam feature requires a Samsung Account login. Availability may vary by video. Not supported if there is no subject to track. Accuracy of results is not guaranteed. ︎
3. Now Brief feature requires Samsung Account login. Available functions and features may vary by country, region, language, device model, and app. Some features may require a network connection. Customized briefing content provided is based only on the personal information to which the user has consented. Accuracy of generated results is not guaranteed. ︎
4. Available features in Warranty and care menu may differ by country/region. Warranty information is available for devices linked to the user’s Samsung Account. Ask Bixby features and supported content may vary by country or language. Estimated repair cost availability may vary by device model/region. Samsung Care+ availability, coverage, pricing, and eligibility requirements may vary by country/region and a deductible (service fee) may apply. ︎
5. Now Nudge feature requires a Samsung Account login. Available functions and features may vary by country, region, and language. Text message prompts are available with certain third-party messaging apps, including Samsung Messages, Google Messages, and Google Chat. Split view supported apps may vary. Photo sharing in Now Nudge works by analyzing available image content. Accuracy of results is not guaranteed. ︎
6. Interpreter requires Samsung Account login. Certain languages may require language pack download. Service availability may vary by language. Accuracy of results is not guaranteed. Availability and supported features may vary by country, region, or carrier. Availability of supported languages may vary. ︎
7. Privacy Alerts is supported on Galaxy S26, S26 Ultra, S25, S25 FE, S24, S24 FE, S23, S23 FE, Galaxy Z Fold8 Ultra, Fold8, Flip8, Fold7, Flip7, Fol6, Flip6, Fold5, Flip5, Galaxy Tab S11 Ultra, Tab S11, Tab S10 Ultra, Tab S10 Plus, Tab S9 Ultra, Tab S9 Plus, and Tab S9. Privacy alerts, may not account for all relevant factors ︎
8. Availability may vary by country, region, language, device model, or OS/One UI version. ︎
9. Scam Detection will be available in Japan, Canada, and India. ︎

Unveiled at Galaxy Unpacked July 2026, Samsung Electronics’ Galaxy Z series introduces My FanCam — a new feature that lets users focus their edits on a person of their choice — as well as an enhanced Portrait Video that recreates the look of professional camera lenses.

While the two features offer different camera experiences, both draw on expertise spanning foundational technology research, feature development, and user experience design.

As part of “The People Behind the Galaxy Z Series’ Camera Innovations,” Samsung Newsroom sat down with experts from Samsung Research and the Mobile eXperience (MX) Business to discuss the technical challenges and collaboration behind the two features.

A sharply defined subject against a softly blurred background creates a sense of depth long associated with professional camera lenses. Researchers have continued to explore ways to achieve this effect in smartphone video.

With the Galaxy Z series, Portrait Video recreates the distinctive depth and Bokeh¹ of a large-aperture lens.² To make this possible, Samsung Research analyzed the optical characteristics of actual camera lenses and developed AI-powered video processing technology, while the MX Business optimized it for the device.

Samsung Newsroom spoke with YoungGeol Kim of the Visual Technology Team at Samsung Research and Sang-uk Park, responsible for camera development at the Mobile eXperience (MX) Business, about how Portrait Video evolved from a research concept into a Galaxy camera feature.

A New Level of Depth in Portrait Video

Q. What is Portrait Video? What has changed with the latest Galaxy Z series?

Park: Portrait Video keeps the main subject in focus while softly blurring the background, creating a cinematic look that makes the subject stand out.

On the Galaxy Z series, the degree of blur changes naturally based on the distance between the subject and background. Small background lights appear as soft, rounded Bokeh, much as they would through a large-aperture lens. This allows users to draw attention to the subject and capture videos with greater depth and atmosphere using just a smartphone, without the need for separate professional equipment.

Users can also shift the focus to a different subject or adjust the blur level after filming.

Q. What inspired the technology behind Portrait Video?

Kim: Photography has been my hobby for 25 years. That passion led me to camera technology research and development and sparked a lasting interest in the unique visual character of lenses.

As smartphone cameras advanced rapidly, photography benefited from a range of new features and improvements in image quality. Video evolved quickly as well, but I saw further potential in recreating the depth and background rendering of professional camera lenses. We proposed the idea during the research stage, just as the MX Business was exploring ways to help users create professional-looking videos more easily — paving the way for joint development.

Q. How did the teams collaborate to turn Portrait Video into a camera feature?

Kim: Existing solutions alone weren’t enough to achieve the natural lens rendering we wanted. At the time, Samsung Research’s technology was still in the research stage, so applying it to a product was not an easy decision. Even so, the MX Business recognized its potential and decided to commercialize it.

From there, full-scale testing and refinement began. We evaluated the technology on actual devices and exchanged feedback, turning it into a camera feature for users.

Park: To prepare the feature for real-world use, we had to shoot countless videos under a wide range of conditions and validate the results. Since the feature is centered on people, experts from both teams even served as models and filmed one another. We focused particularly on how naturally subjects were separated from their backgrounds and whether the blur and Bokeh looked right at different distances.

As we filmed each other, reviewed the results together and continued our discussions, what I remember most is how noticeably the results improved.

Large-Aperture Lens Rendering on Smartphones

Q. What is the key technology that takes Portrait Video to the next level?

Kim: The key is technology that recreates the distinctive look of large-aperture professional camera lenses in smartphone video. We used AI and optical analysis to make this possible.

Simply blurring an image is not enough to reproduce the depth and natural background rendering of a professional camera. Conventional blur softens an image by blending surrounding colors, but a large-aperture lens works differently. The degree of blur changes naturally based on the distance between the subject and background, while bright points of light spread into Bokeh that retain their shape and brightness. The shapes and textures of these out-of-focus areas are known as bokeh.

This requires accounting for both subject-to-background distance and how light spreads through an actual camera lens.

Recreating this effect on a smartphone required two elements. First, we analyzed how light spreads through a real large-aperture lens and the resulting bokeh characteristics, then converted the results into data. We combined this with AI-estimated distance information for the scene, allowing the system to adjust the degree of blur and bokeh size based on the distance between the subject and background.

Q. What technical challenges did the teams face when creating blur and bokeh on smartphones?

Kim: The biggest challenge was naturally rendering complex boundaries between the subject and background, such as hair or eyeglass frames. On smartphones, AI-estimated distance information alone isn’t sufficient to accurately distinguish fine boundaries. Even a small error can blur strands of hair or leave parts of the background sharp, making the subject look unnaturally cut out.

To address this, we combined AI-estimated distance information with boundary information from the original footage, allowing for natural separation between the subject and background even around fine details such as hair.

Park: Maintaining consistent results across different shooting conditions — including weather, lighting, subject movement, and distance — was crucial. We repeatedly filmed under a wide range of conditions and reviewed the results, improving unnatural elements through software optimization and additional AI training data. Building on Samsung Research’s technology, image quality experts from the MX Business also evaluated the results from a user perspective, further refining the feature.

Q. What did it take to make this complex video processing reliable and ready for use on the Galaxy Z series?

Kim: The biggest hurdle was reducing power consumption and heat generation without compromising quality. Video is a rapid sequence of images, so processing 4K video in real time requires significant computation.

That meant we had to prioritize. We preserved the processing essential to image quality while reducing computation in areas where users were unlikely to notice a difference.

As a result, we struck a balance between natural lens rendering and real-time processing, ensuring stable, efficient performance even during extended recording.

More Freedom in Video Creation

Q. What are some tips to help users get the most out of Portrait Video?

Kim: To make bokeh stand out, look for scenes with bright light sources against a relatively dark background. Sunlight sparkling through leaves, Christmas lights, or streetlights at night can spread softly into circular Bokeh, creating a more atmospheric look.

When filming a person, it’s best to avoid strong light from the front. Instead, position the light source behind or to the side of the subject. This can softly illuminate the subject’s hair and contours while making the background Bokeh more prominent. Reflected light or ambient sources like streetlights can help keep the face from getting too dark for a more balanced result.

Q. What reaction would you most like to hear from people who have tried Portrait Video?

Park: I’d like users, creators, and video professionals to be surprised by how easy it is to create cinematic video on a smartphone. I hope the natural blur, Bokeh, and post-capture editing features give them greater freedom to achieve the look and feel they want.

Kim: Ultimately, I hope people feel they no longer need to carry a separate professional camera. We will continue advancing the underlying technologies so they can create cinematic videos with just a smartphone.

Bringing the cinematic shallow depth of field and light rendering of professional camera lenses to smartphone video required extensive testing and collaboration to turn a research concept into a reliable product feature. Developed through the combined expertise of Samsung Research and the MX Business, Portrait Video expands the Galaxy video experience — giving users more ways to realize their creative vision.

1. The shape and texture of blur in out-of-focus areas, often seen when small points of light appear as circular highlights. ︎
2. A lens with an aperture that can open wide to let in more light, making it well suited for keeping the subject sharp while softly blurring the background and rendering bokeh highlights. ︎

The groundbreaking field trial reinforces the value of the strategic partnership between Samsung and Verizon. Operating one of the world’s largest commercial virtualized networks, Verizon has led the charge in deploying a software-driven, AI-powered virtualized RAN (vRAN). This laid the foundation for a 6G-ready platform necessary to bring experimental use cases from concept to real-world validation — highlighting the flexibility of Samsung’s adaptable vRAN, which enables operators to introduce new capabilities like ISAC from day one by leveraging the commercial network they already run.

In the ISAC trial, Samsung integrated commercial AI-powered vRAN and vCore with an ISAC application, deploying them on its Network in a Server (NIS) — an end-to-end software-driven edge-AI platform that consolidates all network functions and accelerated compute into a single server. This allowed the ISAC trial to leverage connectivity from a 5G network without the need for any additional equipment.

Acting as a sensing receiver, a CBRS¹ radio unit using 40 MHz of spectrum mounted on a Verizon Cell-On-Wheels (COW) captured channel variations in transmissions from a commercial 5G device. Samsung’s NIS then analyzed this real-time data, utilizing the accelerated compute to extract actionable insights that are visualized as a crowd density heatmap that changes in near-real time to reflect people’s movements.²

Operating live at the event, the ISAC system used wireless signals as a sensing basis to automatically identify crowded areas within the venue, proving how sensing capabilities can enhance event management and the visitor experience across multiple stakeholder groups:

• Attendees: Locate less congested food facilities and services, improving access and reducing wait times.
• Event Organizers: Gain real-time visibility into crowd distribution and facility usage, enabling rapid resource deployment and operational optimization.
• Security and Government Organizations: Detect emerging risks like overcrowding conditions, enabling early intervention to facilitate crowd control and prevent other public safety incidents.

The achievement reflects the synergy between Samsung’s commercial technologies and its advanced research in accelerating the path to 6G. The company’s efforts include its commercially proven vRAN software on the edge-AI platform NIS, and Samsung Research America’s (SRA) cutting-edge AI-driven ISAC solution.

“Verizon’s strategy has always been focused on building an intelligent, AI-native network that translates into meaningful real-world value for our customers,” said Yago Tenorio, Chief Technology Officer and Senior Vice President of Technology Development at Verizon. “Our early investments in flexible, software-driven vRAN architecture are paying off today, giving us the agility to engineer and trial groundbreaking 6G concepts like ISAC over our existing infrastructure. This field trial with Samsung proves that the network of the future will do far more than just transfer data — it will actively perceive and interact with its environment to transform venue management and public safety.”

“This successful ISAC trial underscores how Verizon’s decision to adopt a software-driven, AI-powered vRAN early on laid a solid foundation, positioning the company at the forefront of the 6G journey,” said Ji-Yun Seol, Executive Vice President and Head of Product Strategy, Networks Business at Samsung Electronics. “With this approach, forward-thinking operators like Verizon are unlocking untapped potential, spearheading the shift toward a new era where unprecedented services, devices, and use cases converge on next-generation networks.”

“This ISAC trial marks a significant leap forward in integrating AI-driven sensing capabilities into network infrastructure, showcasing the transformative potential of 6G technologies,” said Charlie Zhang, Executive Vice President at Samsung Research America. “By combining Verizon’s innovative approach with Samsung’s advanced vRAN solutions, we’ve demonstrated the practical application of ISAC in a real-world scenario to enhance safety, efficiency, and user experience. This collaboration reinforces our commitment to pushing the boundaries of what’s possible in next-generation wireless networks.”

As a founding member of the Verizon 6G Innovation Forum, Samsung is exploring new use cases to advance innovation, research initiatives, and the overall charter of the consortium. The company continues to work alongside visionary partners to deliver transformative technologies and drive the transition to 6G.

Samsung Networks has pioneered the successful delivery of 5G end-to-end solutions, including chipsets, radios, and cores. Through ongoing research and development, Samsung is driving the industry to advance 5G networks and paving the way for 6G and beyond with its market-leading product portfolio, from purpose-built RAN, vRAN, Open RAN, AI RAN, and cloud-native core to private network solutions and AI-powered automation tools (CognitiV NOS). The company currently provides innovative network solutions to mobile operators that deliver boundless connectivity to hundreds of millions of users worldwide.

1. Citizen Broadband Radio Service, a 150 MHz-wide band of the 3.5 GHz band in the United States. ︎
2. The crowd sensing demo measures crowd density, which is the number of people in a given area, at any given time. Individual users or objects are not identified. No information is obtained about the identity of the individuals. ︎

The announcement of the partnership was made during the state summit held in Paris between South Korea and France. Under the agreement, Samsung will integrate Mistral’s AI services and solutions — including its flagship large language model, Mistral Large — across its semiconductor operations to develop customized on-premises AI models optimized for intelligence-driven infrastructure.

Mistral’s powerful AI platform is expected to provide Samsung with a unique stack of tools that will transform how semiconductors are designed and manufactured.

The on-premises enterprise solutions will especially ensure security and flexibility required to process highly sensitive technologies and operational data entirely within the boundaries of Samsung’s semiconductor infrastructure, maintaining total control over its mission-critical technologies.

As semiconductor processes become more advanced and complex, rapid data analysis in the fab is essential. By applying targeted AI models to defect detection and equipment optimization, Samsung aims to accelerate development cycles, manufacturing precision, and yield stabilization across its advanced memory and logic chips.

“Increasing complexities involved in AI chip design and manufacturing requires continuous innovation in semiconductor technologies,” said Young Hyun Jun, Vice Chairman & CEO of the Device Solutions (DS) Division at Samsung Electronics. “We look forward to working with Mistral and support the evolving needs of customers, while delivering new breakthroughs across the semiconductor ecosystem essential to the AI era.”

“AI is reshaping how we build complex technologies, from silicon to software,” said Arthur Mensch, co-founder and CEO of Mistral. “We are proud to support Samsung Electronics with our expertise in electronics and semiconductors, helping to improve how chips are designed and manufactured, and to accelerate technical progress across the global semiconductor and AI value chain.”

Samsung has also led Mistral AI’s Series D funding round, securing a strategic equity stake to support long-term technology collaboration. Samsung’s lead investment reflects expanding cross-industry collaboration across the advanced chip ecosystem.

By joining its leading silicon technologies with AI innovators, such as Mistral, Samsung plans to continue its progress toward a broader AI transformation across its semiconductor operations and meet the diverse needs of its customers spanning advanced memory and logic to foundry services.

As those technologies evolved, Samsung focused on another challenge: making a large-screen foldable easier to carry every day, without losing the experiences that make the form factor unique.

And through that pursuit, Galaxy Z Fold5 weighed 253 grams, and Galaxy Z Fold6 reduced its weight further to 239 grams.

With Galaxy Z Fold7 came an even more ambitious goal:

“Could a foldable be lighter than a bar-type flagship smartphone?”

At the time, Galaxy S25 Ultra — one of Samsung’s flagship bar-type smartphones — weighed 218 grams. So, the development team set an even lighter weight target for Galaxy Z Fold7: 215 grams.

Galaxy Z Fold7 reached that goal. And now, building on years of foldable innovation, Galaxy Z Fold8 combines a new form factor with advances in core technologies, materials, and internal architecture to weigh just 201 grams — 52 grams lighter than Galaxy Z Fold5. At 201 grams, Galaxy Z Fold8 is the world’s lightest fold.¹

But consumers expected more than just a lighter foldable.

A 2024 YouGov survey² found that a bulky or heavy design remained a concern among consumers not planning to purchase foldables, while battery life, durability, and display quality ranked as top priorities for those considering them.

This insight shaped a core engineering goal for Samsung: make foldables thinner and lighter, while maintaining the core experiences users value most.

Battery life, camera performance, thermal management, and durability still had to advance.

That could not be achieved by changing a single component. Samsung engineers had to reimagine the entire device — advancing fundamental foldable technologies, introducing new materials, and revisiting hundreds of components and auxiliary parts to the fraction-of-a-gram level.

From 253 grams to 201 grams. Three engineering innovations enabled that transformation.

The Thinner and Lighter a Foldable Gets, the More Precise the Engineering Must Become

Making a foldable thinner and lighter brings a new set of engineering challenges.

The layers inside the display need to become thinner while still meeting Samsung’s durability and reliability requirements. The metal plate supporting the display needs to stay extremely flat even as it becomes thinner. And the hinge has to manage the forces created every time the device folds and unfolds, while being designed around the size and structure of each product.

Across generations, Samsung has continued to advance the display layers, ultra-thin metal precision machining, and hinge technologies central to its foldable devices.

One example is Flex Titanium.

The displays in Galaxy Z Fold8 and Galaxy Z Fold8 Ultra use Flex Titanium technology featuring a Titanium Alloy Film designed for the foldable display structure.

The film is just tens of micrometers thick — roughly one-third the width of a human hair. Its material and structure work together to maintain performance at this extreme thickness.

The metal plate that supports the display presents a different challenge.

Some metal plates are machined to approximately 0.2 millimeters thick, with the thinnest sections reaching 0.15 millimeters. At that level, simply making the metal thinner is not enough. Thin metal can bend or warp more easily during machining, and even a small change in shape can affect assembly precision or the surface quality of the display.

What matters is the ability to machine ultra-thin metal at around 0.2 millimeters while consistently achieving the required shape and flatness.

Samsung refined the machining sequence, tooling, cooling conditions, and process parameters, breaking the process into multiple stages to maintain precision.

The hinge requires the same level of care.

Beyond simply opening and closing the phone, it must distribute the forces created by repeated folding and unfolding across the device while maintaining structural stability.

And these requirements vary by product size and architecture.

Samsung engineers the hinge for each form factor, carefully balancing load distribution, strength, durability, internal space, and weight rather than just scaling it down from one generation to the next.

Creating a thinner and lighter foldable requires more than downsizing individual parts.

It comes from greater precision in how materials are machined, how forces are managed, and how structures are designed within a limited space.

Lighter, Built for Strength — Starting With the Materials

The second area is materials innovation.

Different parts of a foldable have very different jobs. Some demand high rigidity. Some must withstand repeated movement. Others need to spread heat efficiently.

Samsung selects and develops materials around those specific needs, delivering the performance each requires while optimizing weight and space.

In Galaxy Z Fold8 and Galaxy Z Fold8 Ultra, Flex Titanium incorporates a Titanium Alloy Film to support the foldable display structure.

For the exterior, Samsung uses Advanced Armor Aluminum, helping provide the strength and durability needed in a thin and lightweight frame.

Materials also play an important role in thermal management.

As a device gets thinner, there is less room to manage the heat generated inside. Samsung uses graphite with improved thermal performance, while tailoring the overall thermal structure to the size and performance requirements of each product.

In Galaxy Z Fold8 Ultra, which has similar overall dimensions to Galaxy Z Fold7, the volume of the graphite heat-dissipation layer was increased by approximately 7% to help support its enhanced performance.

Samsung also applies Clad Metal inside the rear of the device. By combining the characteristics of different metals, the material helps reduce weight while providing the thermal performance required within a thin structure.

Materials innovation is therefore not just about choosing lighter options, but about using the right material in the right place to deliver the performance each part needs with less weight and space.

Looking Again at the Entire Device — Down to 0.001 Grams

Only so much can be achieved through core technologies and new materials alone.

In a foldable already packed with highly integrated components, finding the next few grams means looking again at almost everything inside the device.

Samsung engineers reviewed approximately 270 components and more than 180 types of auxiliary parts.

This spanned everything from the display, hinge, and cameras to circuit boards, antennas, brackets, tapes, and fasteners.

The precision extended to reductions of 0.1 grams and 0.1 millimeters, and in some auxiliary parts, as little as 0.001 grams.

The printed circuit board, or PCB, was redesigned to remove unnecessary circuits, improve component layout, and minimize its footprint.

The MFC (Magnetic Flux Channel) antenna was also reimagined to reduce unnecessary overlap and interference with surrounding components, allowing the limited internal space to be used more efficiently.

Every auxiliary part, no matter how small, was examined.

Of the more than 180 types previously used, approximately 15 were eliminated.

Engineers then reviewed the remaining 170 types, trimming oversized areas, refining shapes, and optimizing dimensions. Multiple parts were consolidated into single structures where possible.

In some cases, the savings were measured in increments as small as 0.001 grams.

Each change seems minor in isolation, but repeated across the device, fractions of a gram become tenths of a gram, then whole grams.

The weight savings on a finished device result from hundreds of small engineering decisions.

Finding 6 Grams Again To Make Room for More

The goal was to reinvest the weight and space recovered through engineering into the capabilities people actually experience — including the battery, cameras, and thermal system.

Galaxy Z Fold8 Ultra provides a separate example of how this approach can be applied.

Galaxy Z Fold8 Ultra and Galaxy Z Fold7 have similar overall dimensions and both weigh 215 grams. But within that same weight, Galaxy Z Fold8 Ultra increases battery capacity from 4,400 mAh to 5,000 mAh.

That larger battery brought its own challenge: the battery itself added approximately 6 grams.

So the development team faced a new question:

“Where could we find those 6 grams again?”

There was no single component that could provide the answer.

Instead, engineers applied the same systematic approach across the entire device — materials and structures, circuit layouts, and component placement, down to the smallest auxiliary parts — identifying weight savings across all components.

This strategy extended to internal space optimization.

By reducing unnecessary overlap between the display, circuits, antennas, and surrounding components, and by improving packaging efficiency, Samsung created room for a larger battery and enhanced thermal and camera systems.

As a result, Galaxy Z Fold8 Ultra accommodates a 5,000 mAh battery while increasing the volume of its graphite heat-dissipation layer by approximately 7% compared with the similarly sized Galaxy Z Fold7.

Galaxy Z Fold8 Ultra features a 200 MP main camera and introduces the first 50 MP Ultra-Wide camera on a Galaxy Z Fold device.

Samsung’s approach to a thinner and lighter foldable is therefore not about removing capabilities.

It is about redirecting weight and space savings toward the flagship experiences users value most.

From 253 Grams to 201 Grams: Redefining the Weight Standard for Foldables

The journey began with the first Galaxy Fold at 276 grams in 2019. Across eight generations, Samsung has continued to advance the technologies, materials, and internal architecture behind the foldable experience.

In recent generations, that progress accelerated — from 253 grams with Galaxy Z Fold5 to 201 grams with Galaxy Z Fold8.

But the story isn’t just about reducing weight.

Samsung’s goal has been to make a large-screen foldable easier to carry without giving up the qualities users expect from a flagship smartphone.

The weight and space recovered through advances in core technologies, materials, and component design were put back into the battery, cameras, thermal system, and other flagship experiences users value most.

From 253 grams to 201 grams.

No single material or component made that transformation possible.

Eight generations of engineering enabled this, advancing core technologies, introducing new materials, and rethinking the entire device to make Galaxy Z Fold easier to carry without compromising the flagship experience.

Galaxy Z Fold Series: A Thinner, Lighter Journey in Numbers

– 52 g
Galaxy Z Fold8 is 52 grams lighter than Galaxy Z Fold5.

1/3, 0.2 mm
The Titanium Alloy Film used in Flex Titanium is approximately one-third the width of a human hair, while ultra-thin metal structures supporting the display are precision-machined to around 0.2 millimeters.

~270 / 180+ / 0.001 g
Samsung re-examined approximately 270 components and more than 180 types of auxiliary parts, optimizing some down to 0.001 grams.

5,000 mAh / +~7% / 200 MP + 50 MP
Galaxy Z Fold8 Ultra features a 5,000 mAh battery, approximately 7% more graphite heat-dissipation volume and a 200 MP main camera with a 50 MP Ultra-Wide camera.

1. Based on internal research as of July 22, 2026, comparing commercially available book-style foldable smartphones globally. Exact weight may vary by model, configuration, and manufacturing process. Weight measured excluding protective cases or accessories. ︎
2. Source: YouGov plc, 2024, © All rights reserved ︎

Building on years of successful cooperation, the companies will work together to accelerate the development and deployment of technologies that support the increasing performance and efficiency requirements of advanced semiconductor manufacturing.

Samsung will join the industry initiative to advance next-generation 12-inch photomask technology for future manufacturing. The semiconductor industry has relied on the 6-inch photomask format for decades. With High NA EUV, the transition to larger, 12-inch masks is expected to further increase fab productivity, lower chipmaking costs and remove stitching constraints. It will enable advanced chip manufacturers to fully leverage the advantages of High NA EUV, making future generations of leading-edge chips more cost-effective.

Drawing on its leadership in both memory and foundry manufacturing, as well as its extensive experience with advanced EUV lithography, Samsung is positioned to play a critical role in the 12-inch photomask transition. The company will work closely with industry partners to develop the required mask technologies and supporting infrastructure.

Samsung also plans to introduce ASML’s High NA extreme ultraviolet (EUV) lithography into future DRAM high-volume manufacturing for the first time in the industry by 2028, further demonstrating the readiness of High NA technology to support advanced memory and logic applications. High NA EUV is expected to extend the DRAM scaling roadmap, with improved resolution enabling process simplification and increased efficiency.

The announcement reflects a shared commitment to innovation, technology leadership, and long-term partnership. Samsung and ASML expect to continue exploring opportunities for collaboration in areas including advanced memory and innovative manufacturing approaches.

Young Hyun Jun, Vice Chairman & CEO, Samsung Electronics, said: “The AI era is transforming the semiconductor industry and increasing the importance of technological innovation across the entire value chain. Samsung is committed to maintaining leadership in advanced semiconductor manufacturing, including memory and foundry, through breakthrough technologies and strong partnerships. By further strengthening our collaboration with ASML, we are helping lay the foundation for the next generation of AI and semiconductor innovation.”

Christophe Fouquet, President and Chief Executive Officer, ASML, said: “Samsung has been one of ASML’s most important innovation partners for many years. Together, we have helped advance the technologies that underpin modern semiconductor manufacturing. As the industry enters a new era driven by artificial intelligence, close collaboration with our customers becomes even more important. We look forward to working with Samsung to enable the next wave of semiconductor innovation.”

About ASML Holding N.V.
ASML is a leading supplier to the semiconductor industry. The company provides chipmakers with hardware, software and services to mass produce the patterns of integrated circuits (microchips). Together with its partners, ASML drives the advancement of more affordable, more powerful, more energy-efficient microchips. ASML enables groundbreaking technology to solve some of humanity’s toughest challenges, such as in healthcare, energy use and conservation, mobility, and agriculture. ASML is a multinational company headquartered in Veldhoven, the Netherlands, with offices across EMEA, the US and Asia. Every day, ASML’s more than 44,000 employees (FTE) challenge the status quo and push technology to new limits. ASML is traded on Euronext Amsterdam and NASDAQ under the symbol ASML. Discover ASML — our products, technology and career opportunities — at www.asml.com.

The exhibition offered a fresh interpretation of Samsung’s human-centered design vision. Inspired by Samsung products, 14 Korean artists drew on their sensibilities and imagination to interpret an act of love in their own ways. In the process, some used AI to develop their ideas and expand the possibilities of creative expression. Visitors viewed the completed works on OLED TV S95H displays, each featuring a custom frame with distinct materials and forms.

Samsung Newsroom visited “Design is an Act of Love” to see how art, technology, and design came together.

14 Acts of Love Inspired by Samsung Products

Upon entering, visitors were greeted by 14 artworks displayed on OLED TV S95H screens. Moving through the space, they encountered distinct colors, compositions, and narratives — each offering a different interpretation of a Samsung product.

Beyond the individual artworks, the exhibition explored the evolving relationship between human creativity and artificial intelligence, expressed through the formula AI × (EI + HI) — Artificial Intelligence amplified by Emotional Intelligence and Human Imagination.

The artworks began with human intuition, emotion, point of view, and imagination. Some artists then entered into a dialogue with AI, using it not to replace their creativity, but to expand it, animate it, and take it into unexpected new territories. Technology amplifies the human. It does not replace it.

Aihyung Jo’s “EVERYTHING, SO FAR…” draws inspiration from Galaxy Z Fold8, using metaphor and humor to explore the human desire to express one’s feelings to others.

Across the foldable’s inner and outer displays, visual symbols of human progress illustrate how technology has expanded human capabilities and opened countless possibilities.

▲ A visitor takes in “EVERYTHING, SO FAR…” by Aihyung Jo.

“The Shape of Sound” by design studio Everyday Practice reinterprets the exhibition theme as an act of connecting people.

Inspired by Music Studio 5, the work visualizes sound not simply as something to be heard but as a shared experience. Waveforms radiating from the center and expanding layers show how a single sound fills a space, bringing together those within it.

▲ A visitor observes “The Shape of Sound” by Everyday Practice.

In “Gitdeun,” kkamangdol reimagines the Bespoke AI Refrigerator Family Hub as a reflection of a family’s tastes and memories, capturing an everyday act of love.

Drawing on the tenderness found in familiar things, the work evokes the warmth and anticipation of February as winter gives way to spring.

▲ A visitor looks at “Gitdeun” by kkamangdol.

“The Aural Sensation” by Sukeee connects the immersive musical experience and sensory resonance of Galaxy Buds4 Pro with the vitality of nature.

An earbud sits at the center of an organic, ear-shaped flower, surrounded by rippling sound waves and fluttering petals that bring the scene to life.

“I wanted to capture an experience in which technology gently embraces the user’s emotions,” said Sukeee. “After developing the initial concept, I used generative AI tools throughout the process, from sketching to the final piece.”

▲ Sukeee discusses the inspiration behind “The Aural Sensation.”

While their approaches differed, human experience and emotion remained at the heart of each work — with some artists incorporating AI into their creative process.

One Display, 14 Distinct Expressions

A key part of the showcase was the custom frames surrounding the artworks. Rather than following a single style, the 14 frames created for OLED TV S95H featured distinct materials, forms, and finishes. Each gave the same display a different character.

The frames also reflect the exhibition’s exploration of expression. After years in which technology has increasingly gravitated toward neutral, minimal, and universal forms, the exhibition explored a different possibility: bringing greater diversity, personality, energy, and emotion into the objects that surround us, and allowing technology to connect more deeply with individual identity.

For “Spring Carries Love,” Guimi Yoo reimagines The Frame Pro as a bridge between viewers and the world within the artwork. The piece was presented in a mint-colored acrylic frame with a hazy finish.

▲ “Spring Carries Love” by Guimi Yoo

Inspired by the Infinite AI Air Purifier, “Picnic of May” by design studio Kiljong Arcade depicts a peaceful everyday moment. The work was displayed within a blue lattice frame combining matte and glossy finishes.

▲ “Picnic of May” by Kiljong Arcade

“Axis of Time, Terrain of Memory” presents Galaxy Watch9 and Galaxy Watch Ultra2 as companions that document users’ daily lives.

“I visualized the various types of everyday data accumulated on Galaxy Watch through changes in typography, color, lines, and density,” said Byungrok Chae, the artist behind “Axis of Time, Terrain of Memory.” “I extended the pixel structure of the digital display into the custom frame so the screen and frame flow together as a single graphic. This helped bring out the meaning and visual characteristics of Galaxy Watch.”

▲ Chae explains the concept behind “Axis of Time, Terrain of Memory.”

Samsung’s OLED TV S95H became a canvas for this exploration. Its Float Layer Design makes the display appear to float above a real metal plate, and for Design Miami Seoul, this concept was taken further through 14 unique custom frames, each created in dialogue with the artwork displayed on screen.

By incorporating its structure and materials as design elements, the TV itself becomes a design object within the space. Paired with 14 custom frames, the display showed how the same product could take on different expressions depending on its surroundings and individual tastes, bringing Samsung’s Expressive Design philosophy to life.

Human-Centered Design in the AI Era

During the exhibition, Samsung hosted a design seminar titled “The Language of Creativity,” where Mauro Porcini, President and Chief Design Officer (CDO) of the Device eXperience (DX) Division at Samsung Electronics, discussed the company’s human-centered design vision and the role of design in the AI era.

Porcini emphasized that technology should bring warmth and value to people’s lives, while AI can expand human empathy and imagination.

“This exhibition stems from our belief that ‘Design is an Act of Love,’” said Porcini. “Through it, we hope to show how technology can enrich what makes us human.”

Together, these ideas offered a broader interpretation of “Design is an Act of Love”: understanding people deeply enough to celebrate their differences, amplify their imagination, and use technology to create more human, diverse, and expressive possibilities.

At Design Miami Seoul 2026, Samsung demonstrated how its human-centered design vision extends across products and spaces when paired with artists’ imaginations. As the AI era continues to unfold, the company remains focused on design that understands and cares for people.

With global trends showing an increase in maternal age and pregnancy-related complications, precision imaging for prenatal diagnostics and rapid clinical decision-making have become increasingly vital. As a result, women’s health diagnostic systems are evolving beyond basic fetal evaluations to encompass early complication prediction, maternal health assessments, and holistic wellness.

Aligning with these global clinical needs, Samsung Medison showcased the HERA Z Series at the 34th International Society of Ultrasound in Obstetrics and Gynecology (ISUOG) World Congress held in London from September 4 to 7.

Under the banner “HERA Z, The Flagship Series,” Samsung Medison presented its vision for next-generation diagnostic solutions, showcasing the series as a unified platform that spans the full spectrum of women’s healthcare.

The HERA Z Series serves as a comprehensive diagnostic platform designed to support maternal and fetal care alike, featuring AI-assisted automated measurement tools and dedicated neonatal probes.

Advanced AI Workflows and Next-Generation Imaging Architecture

The newly launched HERA Z10 inherits the proven AI-based workflow solutions of the flagship HERA Z20 while incorporating advanced beamforming technology designed to maximize image clarity. This expanded lineup empowers healthcare institutions to choose from a more versatile selection of premium systems within the HERA Z Series, perfectly tailored to their unique clinical environments and operational goals.

Engineered specifically to streamline clinical workflows through artificial intelligence, the HERA Z10 delivers significant efficiency gains:

• Live ViewAssist: According to joint clinical research conducted with Professor Giuseppe Rizzo and Professor Daniele Di Mascio of Sapienza University of Rome — founding members of ISUOG — Live ViewAssist reduces scan times during mid-trimester detailed ultrasound examinations by up to 52%.
• EzStructure: Reduces manual manipulation for key measurement parameters by up to 71%, significantly enhancing measurement consistency and objectivity while dramatically lowering clinician fatigue.

Enhanced AI Diagnostic Assistance for High-Risk Pregnancies

The system also introduces enhanced AI-assisted diagnostic capabilities for complex clinical scenarios:

• MV-Flow 3D: Captures microvascular blood flow at high resolution, providing critical clinical value for managing high-risk pregnancies, aiding in the diagnosis of placenta accreta and evaluation of  abnormal uterine or umbilical cord blood vessels.
• FibroidVue: Utilizes AI to automatically segment, visualize, and measure the uterus, endometrium, and uterine fibroids, facilitating intuitive and efficient clinical assessments.

Interactive Experiences and Digital Synergy at ISUOG

At the ISUOG Congress, Samsung Medison hosted interactive experience zones highlighting the core value proposition of the HERA Z Series. Under the theme “ART OF ULTRASOUND,” an AI digital art exhibition reinterpreting fetal ultrasound images drew strong interest from attendees. Additionally, Samsung Medison demonstrated an integrated digital solution using Galaxy Tab devices, allowing clinicians and mothers to seamlessly monitor fetal growth records throughout the pregnancy journey.

“The launch of the HERA Z10 is more than just an addition to our product lineup; it represents a major milestone in extending the distinctive clinical value of the HERA Z Series to a wider range of healthcare settings,” said Jihyun Kim, Head of CX Team at Samsung Medison. “By leveraging premium imaging technology and unparalleled AI workflows, we remain committed to meeting diverse clinical needs and driving brand innovation so that healthcare professionals worldwide can select custom-fit solutions optimized for their unique practice environments.”

Samsung Electronics today announced major software updates¹ for select refrigerators and laundry appliances. Beginning in September, the update to Tizen OS 10.0 will bring key services and features to select existing appliances in line with those offered on models launched this year.

“Home appliances are products that consumers rely on for many years. We believe supporting them over time requires not only reliable hardware, but also software that continues to evolve,” said Jeong Seung Moon, Executive Vice President and Head of the R&D Team of the Digital Appliances (DA) Business at Samsung Electronics. “Through this latest regular software update, we aim to help our appliances remain useful and up to date throughout the ownership journey, enhancing the long-term value consumers receive from products they already own.”

Bespoke AI Refrigerator Family Hub’s Newest AI Features Expand Globally

Building on the software update first introduced to select Bespoke AI Refrigerator Family Hubs in the U.S. in May, Samsung is expanding its newest AI-powered refrigerator experiences to additional global markets.

Refrigerators with built-in cameras and AI Vision, including 21.5-inch and 32-inch Family Hub released between 2021 and 2025 — as well as select 9-inch Family Hub models released in 2025 — will receive the updated AI Vision built with Google Gemini.² The update expands the refrigerator’s ability to recognize and manage food items, helping users keep track of what is stored inside and make everyday food management easier.

With this update, the refrigerator can recognize a much wider range of fresh and packaged foods, including branded and region-specific items.

In addition, screen-based experiences like Now Brief³ and What’s for Today? provide users with personalized information and help simplify meal decisions on a daily basis.

Seamless Interaction With Bespoke AI Laundry Appliances

Samsung is also extending its latest software experiences to select laundry appliances released in 2024 and 2025, including Bespoke AI Laundry Combo, Washer, and Dryer models.

A key part of the update is Bixby,⁴ which enhances voice recognition and enables more natural interactions with laundry appliances. This allows users to communicate with their appliances more intuitively while carrying out everyday laundry tasks. For example, users can simply say, “When will my laundry be finished?” and Bixby will understand and reply with a phrase such as, “Your laundry is set to finish in two hours and 25 minutes.”⁵

The update will introduce a refreshed interface aligned with Samsung’s latest laundry experience, offering more intuitive controls and information delivery on applicable models equipped with 7-inch Smart Screens. This will be achieved by adding Easy Mode,⁶ which streamlines the screen layout and simplifies key information in an easy-to-access format.

Availability

The updates will begin rolling out in phases from September 2026. Actual timing, supported features, and availability may vary by product, model year, and market.⁷

1. The user will be alerted of updates through the appliance screen when available. ︎
2. Google Gemini is provided by Google LLC. Service availability, supported functions and accuracy may vary by country, language, device model and OS/One UI version. Users must be 18 or older. Some functions may require additional app settings. Features or results may vary by subscription. ︎
3. A Wi-Fi connection and Samsung, Google or Microsoft account may be required. User must use the same log-in account on each device. Availability of certain apps may vary by country, region, service provider, network environment or device and may change without notice. ︎
4. Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Bixby service availability may vary depending on the country. Bixby only recognizes certain accents and dialects of English (India), English (UK), English (US), French (France), German (Germany), Italian (Italy), Korean (South Korea), Mandarin Chinese (China), Portuguese (Brazil), Spanish (Spain), and Spanish (Latin America). ︎
5. Bixby responses provided in the text are examples. Actual responses may vary. ︎
6. Easy Mode can be selected through the device’s Smart Screen under Settings > Display > Control Theme menu. ︎
7. Timelines, features, and availability are subject to change without notice. ︎

“Samsung looks beyond performance and functionality to consider how appliances fit naturally into people’s living spaces and deliver meaningful experiences in everyday use,” said Hyoung Min Park, Vice President and Head of the Customer Experience Team of the Digital Appliances (DA) Business at Samsung Electronics. “We will continue to combine AI with differentiated design and engineering to deliver greater convenience and efficiency that consumers can experience in their daily lives.”

Bespoke AI WindFree Pro Air Conditioner Wins in Best in Design

The Bespoke AI WindFree Pro Air Conditioner¹ was named a winner in the Best in Design category, thanks to a Grid Design that harmonizes with the vertical and horizontal lines as well as the repetitive grids and planes commonly found in modern interiors. Its streamlined form reduces visually prominent functional elements, allowing the air conditioner to integrate naturally into the surrounding space.

As an honoree in the Best in Home Appliances category, the product also offers AI-powered technologies designed to provide personalized comfort. Three Motion Wings enable a variety of airflow patterns,² while AI Motion Wind uses a radar sensor to adapt airflow based on users’ preferences and movements.³ WindFree Wearable Good Sleep connects to a compatible wearable device⁴ and syncs with the user’s body signals to automatically adjust cooling based on the user’s sleep state.

Highlighted IFA Innovation Awards 2026 Honorees

Bespoke AI Refrigerator Family Hub

The Bespoke AI Refrigerator Family Hub⁵ was named an honoree in the Best in Design category. It offers a personalized experience for consumers with its 32-inch display, as well as food management and connected kitchen capabilities.⁶

AI Vision uses an internal camera⁷ to recognize food items as they are placed in or removed from the refrigerator.⁸ With this feature, users can track the use-by-dates of food items⁹ and receive recipe recommendations from the SmartThings Food app. Additionally, Auto Open Door enables hands-free access through voice commands or a simple touch,¹⁰ allowing users to open and close the refrigerator door when their hands are full.

Bespoke AI Refrigerator

The Bespoke AI Refrigerator was named an honoree in the Best in Home Appliances category.

The refrigerator can be installed with gaps of only 4 mm on each side and 20 mm at the top, allowing it to fit seamlessly into existing cabinetry.¹¹ Its zero clearance hinge enables the doors to open fully¹² even in tight spaces, providing convenient access to drawers and food items. Thinner doors¹³ and SpaceMax technology also provide more interior space¹⁴ without increasing the refrigerator’s external dimensions. Additionally, the product’s AI Hybrid Cooling technology combines a compressor and Peltier element¹⁵ to enhance cooling efficiency.

About the IFA Innovation Awards

The IFA Innovation Awards recognize innovative technologies and products across the industry. IFA 2026, the world’s largest event for home and consumer technology, takes place in Berlin, Germany, from September 4-8.

Official: Launched in 2025, the IFA Innovation Awards, presented in partnership with Gadgety Awards, recognize technical excellence across the global technology landscape. The program is open to companies of all sizes worldwide.

1. Model and feature availability may vary by region. ︎
2. Motion Wings consist of two outer blades (top and bottom) and one inner blade (middle). ︎
3. AI Motion Wind refers to AI Direct and AI Indirect wind modes, which operate in AI Auto Mode. ︎
4. Requires a Samsung Smart phone (One UI 4.0+), compatible Galaxy Watch (Watch 7+). SmartThings connected AC on home Wi-fi, and SmartThings 1.8.45+/Samsung Health apps (Mobile & Watch) 6.31.1+. Wearable devices must be worn during sleep: some features may be limited on non-Samsung devices. Sleep stage information is transmitted to the air conditioner every 5 minutes during the first 90 mins, and every 30 mins thereafter. ︎
5. Model and feature availability may vary by region. ︎
6. A Wi-Fi connection and a Samsung account are required. A Google or Microsoft account may be required. You must use the same log-in account on each of the devices. Availability of certain apps may vary by country, region, service provider, network environment, or device, and may change without notice. In the U.S., Samsung News and Samsung TV are available. The number of provided channels may differ by country. ︎
7. A red light turns on when the camera is operating. The user’s appearance may be captured, but areas other than the food item are automatically blurred. AI Vision refers to AI-based processing that helps recognize food items. ︎
8. A Wi-Fi connection and a Samsung account are required. If a food item is not recognizable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. ︎
9. Each food item’s expiry date should be manually entered by users via the SmartThings app. ︎
10. This function is set to OFF by default and can be turned ON or OFF through the product display. ︎
11. Minimum required installation space for a custom built-in setup: [Width] 916 mm or more (Ensure a minimum gap of 4 mm on the left/right sides), [Height] 1798 mm or more (Ensure a minimum gap of 20 mm at the top). ︎
12. The refrigerator door can be opened up to 108°, but it depends on the installation environment. ︎
13. Compared to conventional Samsung models without zero clearance fit feature (RF32CG5400**) ︎
14. Compared to conventional Samsung models without SpaceMax technology (RF27T5201**) ︎
15. The Peltier element is a semiconductor-based component that cools using just electricity, without refrigerant. It operates when either the temperature in the refrigerator rises above the normal range or AI predicts that the temperature will rise in 5 minutes due to a long period of food storage or cleaning, based on an analysis of the user’s refrigerator opening and closing pattern. ︎

Reflecting Gamescom 2026’s “The Heart of Gaming” theme, the booth brought these experiences together across Samsung’s latest displays and gaming technologies. On August 27, Samsung introduced its 2027 Odyssey lineup at its central event, “#PlaySamsung: The Next Era of Gaming Displays,” alongside new developments spanning gaming displays, HDR, and game content.

The audience’s excitement for the new Odyssey gaming monitors’ advanced display technology demonstrated the gaming community’s appetite for innovation tailored to every playstyle.

A New Generation of Odyssey Takes the Stage

At the heart of the booth was Samsung’s newest Odyssey lineup, with the Odyssey OLED G9 and Odyssey OLED G7 making their debut on stage during “#PlaySamsung: The Next Era of Gaming Displays.” The Odyssey OLED G8 and Odyssey G6 were also showcased through digital demonstrations, highlighting the range of screen formats and performance options coming to Samsung’s 2027 lineup.

Popular Twitch streamer Esfand (EsfandTV) joined the stage session to discuss how screen format can change the way players experience and follow action in a game.

“The clarity and contrast of Samsung’s new Odyssey lineup are so nice. Once you see the new monitors, you really notice the difference in how they fully immerse you in the game,” said Esfand.

Seeing More of the Action With Odyssey OLED G9

The Odyssey OLED G9 (G95SJ) is the world’s first 49-inch Dual QHD gaming monitor with a 360Hz refresh rate, giving players a broad view of the action across its ultra-wide screen.

At Gamescom, the expansive format put game environments, track layouts, maps, and activity at the edges of the screen into view, demonstrating how a wider display can change the way players follow fast-moving gameplay.

Pulling Worlds Closer With Odyssey OLED G7

Samsung also unveiled the Odyssey OLED G7 (G75SJ), the world’s first 42-inch 16:9 curved OLED gaming monitor.

With approximately 72% more screen area than a 32-inch model, the display gives games with detailed environments more room to unfold. Its 1000R curve brings the edges of the screen closer to the player’s line of sight, creating a format suited to games where maps, interfaces, and action extend across the display.

“The scale and curve of the new Odyssey OLED G7 create a whole new level of immersion. It’s great that Samsung designed the monitor with open-world environments in mind,” said a #PlaySamsung booth visitor.

More Options for Competitive and Multi-Mode Gaming

The new Odyssey lineup extends beyond large OLED formats, giving players additional options based on how they play.

The 32-inch Odyssey OLED G8 (G80SJ) gives players three display modes to choose from. Triple Mode supports UHD at up to 360Hz, QHD at up to 520Hz, and FHD at up to 680Hz.

The 27-inch Odyssey G6 (G60H) is the world’s first 1,100Hz gaming monitor. Its Dual Mode lets players choose between QHD at up to 600Hz for sharper detail or HD at up to 1,100Hz for the monitor’s highest refresh-rate setting.

“I’m excited about Samsung’s emphasis on frame rate. These monitors will be a game changer for competitive gaming,” said a #PlaySamsung booth visitor.

Together, the four new models show how Samsung’s Odyssey lineup is expanding across ultra-wide, curved, high-refresh-rate, and multi-mode formats, giving players more ways to match their display to the games they play.

HDR10+ GAMING Connects Game Development and Display Technology

During the stage session, Samsung shared plans to expand HDR10+ GAMING support as game developers look for more consistent HDR presentation across compatible displays. As part of this effort, Samsung is working with Activision Blizzard to bring HDR10+ GAMING to its upcoming title, Call of Duty^®: Modern Warfare^® 4.

Samsung plans to expand HDR10+ GAMING support to more than 20 AAA titles by the first half of 2027. The technology can support brighter highlights, deeper dark scenes, and accurate contrast across different game environments, while reducing the need for players to manually adjust HDR settings before starting a compatible game.

“There’s an entire ecosystem in gaming, from the developer to the hardware companies. Whenever these companies come together, the product is always going to be the best thing players can get,” said Esfand.

“Developers want their games to look consistent across different scenes and displays, without requiring players to adjust calibration settings. HDR10+ GAMING gives developers another way to preserve their HDR presentation while helping players see more detail across a range of environments,” said Pepe Dijkstra, Director of the European Visual Organization at Samsung Electronics.

The action continued on August 29 at the #PlaySamsung booth with the Samsung Odyssey Showdown: Call of Duty^®: Modern Warfare^® 4. The 6v6 combat match with gaming content creators Zyro, Rewinside, EloTRiX, and Rosemondy gave visitors an exciting opportunity to play the title ahead of its official October 23 release.

The experience showed how compatible displays can use scene-by-scene lighting and color information from the game to present its visuals. A dedicated Call of Duty^® photo zone recreated scenery and props from the game, giving visitors another way to step into its world.

From Realistic Adventures to Glasses-Free 3D

The gaming experiences continued across the rest of the booth, where Samsung connected its displays with titles spanning open-world adventures, glasses-free 3D, and TV gaming.

At Pearl Abyss, visitors got a closer look at Crimson Desert Enhanced, a new version of the open-world action-adventure featuring new cutscenes and dialogue that strengthen the story’s narrative flow. During the session, Rick van Beem, Senior Director of Marketing and Public Relations at Pearl Abyss Europe, highlighted how the Odyssey G8 brings the game’s environment to life with features including Dual Mode and HDR10+ GAMING support.

The experience continued in a dedicated console area, where Crimson Desert was paired with Samsung’s 83-inch OLED TV S99H, named Best Gaming TV of 2026 by T3. The TV features a 165Hz refresh rate, Game Mode, and Ultimate Gaming Pack. Visitors could also take part in Crimson Desert quizzes and activities inspired by elements of the game for a chance to receive exclusive merchandise.

Meanwhile, newly supported titles, Cyberpunk 2077 and Cronos: The New Dawn, were featured on stage and at Samsung’s dedicated Odyssey 3D zone to demonstrate how Odyssey 3D can create depth and spatial perspective across detailed game worlds.

The glasses-free experience uses Odyssey 3D display technology to create depth and spatial perspective within the game, allowing visitors to experience the worlds from a different perspective without specialized glasses.

The booth also featured a cloud gaming area invited visitors to play through Samsung Gaming Hub on 48-inch OLED TVs, showing how gaming can be enjoyed directly on a TV.

From the queue areas to the gameplay stations and interactive activities, the different experiences connected the booth into one broader look at how players can engage with games across competitive shooters, open-world adventures, console gaming, cloud gaming, and glasses-free 3D.

More Choice Across Speed, Screen Size, and OLED Picture Quality

At Gamescom 2026, Samsung showed how gaming displays are evolving alongside the games and players they serve.

The 2027 Odyssey lineup gives players more choice across screen formats, performance settings and OLED picture quality — from the expansive Odyssey OLED G9 and curved OLED G7 to the high-refresh-rate Odyssey G6 and multi-mode Odyssey OLED G8.

Across the booth, partnerships and gaming experiences put those technologies into context, showing how Samsung displays can support different genres, platforms, and ways of playing.

Samsung has led the global gaming monitor market for seven consecutive years, continuing to expand its full-stack portfolio as gaming evolves across screens, formats, and communities.

Since 2020, the initiative has supported Young Leaders worldwide with Samsung Galaxy technology, mentorship, and networking opportunities to amplify their stories and solutions.

Soumya Dabriwal was 21, volunteering as a math teacher in villages in India and Ghana, when she noticed a pattern she couldn’t explain. Girls were absent from class far more often than boys — even siblings from the same household, where the brother would show up while his sister stayed home.

When Soumya asked, no one would answer why. The reality hit her when students warned her not to drink water in the heat because the school had no toilets. It quickly became clear: without basic facilities, girls had no choice but to skip school during their periods.

She began researching and found that around the world, girls lacked health education, support, and resources to stay in school and achieve their dreams. “I was extremely frustrated and disappointed. It felt unfair that biology was restricting girls from attaining their full potential,” Soumya says. “Instead of waiting for someone else to take action, I became obsessed with wanting to solve the problem.”

Tech-Enabled, Women-Led

In 2017, she co-founded Project Baala, which means “young girl” in Hindi, a social enterprise addressing menstrual hygiene and reproductive health access through innovative solutions. The mission is to advance the UN Global Goals for quality education (Goal 4), good health and well-being (Goal 3), gender equality (Goal 5), and decent work and economic growth (Goal 8).

Soumya began leading workshops where girls learned about their bodies and health. But education alone wasn’t enough. Without access to affordable, sustainable feminine hygiene products, girls were still missing school. Since nothing on the market met their needs, Soumya created a prototype using materials she found at home, turning a simple idea into a solution that today reaches millions of girls.

Next, she and her growing team began training local women to deliver health education and feminine hygiene products. Known as Baala Bosses, these women earn an income, often for the first time, while helping support their families and gaining confidence as community leaders.

Technology has played a critical role in Baala’s growth. Social media connects the organization with women and girls around the world, while online training enables Baala Bosses to learn and share knowledge wherever they are. Digital field data helps the team measure its impact and continuously strengthen its programs. “Technology has really helped us scale and reach people we wouldn’t have been able to otherwise,” says Soumya.

Over the past eight years, Baala has trained more than 4,500 Baala Bosses, reached 1.8 million women and girls, engaged more than 10,000 men to help break the stigma around women’s health and distributed 5.1 million reusable period products through more than 260 partnerships with grassroots organizations.

Building a Movement for Women’s Health

Building Baala wasn’t easy. Soumya recalls obstacles at every level, from convincing people to take a young female founder seriously to confronting long-held cultural taboos. Those experiences only reinforced her belief that lasting change had to come from within communities themselves.

Today, Baala Bosses are leading change in their own neighborhoods by educating families, creating opportunities for others and inspiring the next generation. “Women who once kept their faces covered now walk with their hair flying, speaking openly about this topic,” Soumya says. “Some become community leaders. Some become entrepreneurs. Some become health mobilizers. Some become teachers.”

Advancing Women’s Health, Rights, and Opportunities

Soumya, now 30, dreams of continuing to expand Baala’s impact. By 2030, she hopes to reach 10 million women and girls around the world through product innovation, expanded education, and technology-enabled solutions.

To make that vision a reality, her team launched the Baala Action Lab, an online platform that partners with universities to advance women’s health worldwide. The initiative combines academic research with real-world evidence to inform better policies and investments in women’s health.

Soumya says the ultimate measure of success will be the day Baala is no longer needed — when women and girls have the knowledge, opportunities, and support they need to thrive on their own.

Until then, she keeps showing up.

“Customers around the world increasingly expect home appliances to harmonize with their living environments,” said Hyoung Min Park, Vice President and Head of the Customer Experience Team of the Digital Appliances (DA) Business at Samsung Electronics. “By bringing our flat design to a wider range of laundry appliances, Samsung aims to deliver a consistent design experience that combines refined aesthetics with thoughtful usability.”

Refined Flat Design Improves Interior Fit and Usability

Samsung’s expansion of its signature flat design to the new 24-inch front-load washer lineup marks the latest evolution of the company’s design approach across its home appliance portfolio.

Compared to Samsung’s previous designs that featured more protruding front elements, the updated design offers a flat front surface with a more uniform appearance. This creates a cleaner, more sophisticated look that blends naturally into modern interiors and living environments.

Beyond aesthetics, the design also enhances everyday usability. The larger door with a wider opening angle enables easier access when loading and unloading laundry, making the task more convenient. More broadly, the new lineup and the showcase during IFA reflect Samsung’s continued efforts to expand refined design experiences to more consumers and living spaces.

Features Designed for Everyday Laundry Needs

In addition to the redesigned exterior, the new lineup incorporates key laundry technologies previously available on select premium models, bringing advanced washing experiences to more consumers. To address growing consumer demand for faster wash cycles and more efficient laundry routines, the lineup features Bubble Shot, which sprays water throughout the drum. This helps reduce wash time while maintaining effective cleaning performance,² providing a more convenient laundry experience for users.

The lineup also comes with Ecobubble technology, which allows detergent to dissolve more quickly and distribute more evenly across fabrics, helping users save energy while washing clothes effectively, even at low temperatures.³

By combining a refined exterior with advanced laundry technologies, Samsung’s new 24-inch washer lineup delivers a more intuitive laundry experience across diverse households. The company will continue to expand user-focused design approaches and technologies across its home appliance portfolio.

Exhibition Information

Samsung is showcasing its latest innovations at Samsung Connect, which is being held at Humboldt Carré in Berlin from Sept. 2-6. The new 24-inch washer lineup is on display, allowing visitors to see the products’ refreshed design ahead of their official launch.

1. The products shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability has not been determined. ︎
2. Based on internal testing using the Cotton cycle on a WW7400D model with Bubble Shot compared to a conventional Samsung washing machine without Bubble Shot. Results may vary depending on the type of laundry and the usage environment. ︎
3. Based on internal testing in accordance with IEC 60456 using AI Energy Mode combined with Ecobubble compared to default settings. Results may vary depending on conditions of use. ︎

Growing up in a small township in South Africa, Lefa Makgato didn’t know what to dream about because technology felt so far out of reach. But in 2012, a single encounter with Samsung’s Solar Powered Internet School changed everything.

Since joining Samsung, Lefa has dedicated herself to giving back the same opportunity she once received to other students. Today, she leads Samsung’s CSR initiatives across Africa, including Solve for Tomorrow, which empowers young students in Africa to become the next generation of digital innovators. She’s not just teaching students to use technology — she’s equipping them to shape Africa’s future.

Check out the video below to learn more about her, who’s dedicated to nurturing future innovators.

*For illustrative purposes only. Product design and specifications are subject to change.

Samsung Electronics today announced that it will showcase two new Bespoke AI Washer models during IFA 2026:¹ a 10 kg model designed to deliver A-70% energy efficiency² and a 13 kg large-capacity model engineered to fit within a standard 600 mm depth.

As the official main sponsor of the IFA Creator Hub, Samsung will showcase its latest innovations at Humboldt Carré in Berlin, Germany from Sept. 2-6. The new Bespoke AI Washers will be among the products on display, highlighting Samsung’s latest advances in technology.

The two new models combine improved energy efficiency and greater capacity with space-efficient design and AI-powered fabric care to help consumers manage laundry more efficiently and conveniently.

“At Samsung, we are continually challenging the traditional trade-offs between energy efficiency, capacity and convenience,” said Hyoung Min Park, VP and Head of the Customer Experience Team of the Digital Appliances (DA) Business at Samsung Electronics. “During IFA 2026, we’re demonstrating how innovation can help consumers save energy, handle larger loads and enjoy a more intelligent and convenient laundry experience.”

Larger 10 Kg Bespoke AI Washer Brings New Efficiency Milestone

The Bespoke AI Washer with A-70% energy efficiency marks a new step forward for Samsung, following the A-55% Bespoke AI Washer introduced at IFA 2024 and the A-65% model showcased at IFA 2025.

The new washer will be designed to consume up to 70% less energy than the minimum energy efficiency requirement for a Class A rating in Europe, while increasing washing capacity from 9 kg³ to 10 kg. By improving capacity and energy efficiency simultaneously, the new model builds on the company’s continued research into overcoming the traditional compromise between washing larger loads and reducing energy consumption.

Samsung has achieved these gains through engineering improvements across key areas, including motor efficiency, thermal management, and wash-cycle design. Together, these technologies reduce electricity consumption while maintaining effective cleaning performance and everyday usability.

13 Kg Bespoke AI Washer Offers Increased Capacity With Standard-Depth Footprint

Samsung will also showcase the new Bespoke AI Washer with large capacity, which brings a 13 kg washing capacity to a standard European design depth of 600 mm.

Using SpaceMax technology, which creates more space inside to enhance the mechanical design and incorporate a larger drum without increasing the external dimensions, the washer increases internal volume while maintaining a compact 24-inch form factor. This space-efficient design allows users to wash larger loads, bedding, and bulkier items — while helping the appliance fit within common European kitchen, utility-room, and furniture configurations.

The washer also incorporates Samsung’s mono-body design, creating a unified form designed to blend naturally into a wide range of interiors. A slim front frame reinforces its streamlined silhouette, while refined colors, materials, and finishes contribute to a clean, understated appearance.

At the center of the interface is a large touch display visually integrated with the detergent compartment. From this display, users can intuitively access cycle controls, connected features, and personalized laundry services through SmartThings.⁴

Auto Open Door Helps Keep the Washer Interior Fresh

For added convenience, both washers feature Auto Open Door. Once a wash cycle is complete, the washer door opens gradually to help release residual moisture from inside the drum. By automatically ventilating the interior after a cycle, Auto Open Door helps keep the washer interior fresh between cycles.

Together, the new A-70% and 13 kg Bespoke AI Washers reflect Samsung’s continued effort to challenge traditional laundry trade-offs. They deliver great capacity with lower energy consumption, making everyday laundry more intelligent and convenient.

1. The Bespoke AI Washer models shown at IFA 2026 are development-stage display models. Specifications are subject to change, and commercial availability to be determined. ︎
2. Based on Samsung internal testing. The energy consumption of this Bespoke AI Washer [WF90*/24 (10kg)] achieves an EEI of 15.5 (15.3 kWh / 100 cycles), which is up to 70.2% more energy efficient compared to the minimum threshold for Class A (EEI 52 for 10 kg models) under Regulation (EU) No 2019/2014. Final testing to be conducted prior to EPREL registration. Results may vary depending on the usage environment. Energy ratings tested with the Eco 40–60 program. ︎
3. Compared to the previous model WF90H09C4S with A-65% energy efficiency and 9 kg washing capacity. ︎
4. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ︎

The exhibition celebrates a human-centered design vision rooted in a deep understanding of and care for people. Visitors will experience Samsung’s Expressive Design through works by 14 Korean artists reinterpreting a selection of Samsung products, which are being presented on the 2026 OLED TV S95H along with 14 custom frames that become part of the artworks themselves. Together, the works showcase Samsung’s Expressive Design through a range of individual perspectives and interpretations.

“‘Design is an Act of Love’ represents how we approach design — with a deep understanding of people at its core,” said Mauro Porcini, President and Chief Design Officer of the Device eXperience (DX) Division at Samsung Electronics. “Creativity starts with people, and AI can help amplify our imagination and take our ideas further. At Samsung, we will continue to expand possibilities for people through a more human, diverse, and expressive approach to design.”

Reinterpreting Samsung Products: 14 Korean Artists’ Artworks on OLED TV S95H With 14 Custom Frames

Each of the 14 artists who collaborated with Samsung drew on their unique perspective and imagination to develop their concepts, while using AI as a tool to expand their ideas and creative expression. Each work began with the artist’s own creativity, with AI helping bring those ideas to life in different ways.

A range of Samsung products were reinterpreted by the artists, including Music Studio 5, Bespoke AI Refrigerator Family Hub, and Galaxy Z Fold 8, spanning eight products across mobile devices, home appliances, and TVs. The result is a collection of expressive artworks that embody Samsung’s design principles as well as the artists’ individual aesthetics.

Samsung is also showcasing the S95H OLED TV with 14 custom frames, demonstrating how a single product can reflect diverse perspectives through the company’s Expressive Design strategy.

The S95H features Samsung’s Float Layer Design, which makes the screen appear to float above a real-metal plate. Its structure and materials become part of the design, giving the TV a distinctive presence while allowing it to blend naturally into its surroundings.

For the exhibition, the custom frames bring different perspectives to the S95H, corresponding with the artwork displayed on screen and showing how the same product can take on a distinct character depending on the space and individual preferences.

The exhibition will take place from Sept. 1-6 at Dongdaemun Design Plaza (DDP) in Seoul. On Sept. 3, Chief Design Officer Porcini will take part in a discussion to share his perspectives on Samsung’s design vision.

Unveiled at Galaxy Unpacked July 2026, Samsung Electronics’ Galaxy Z series introduces My FanCam — a new feature that lets users focus their edits on a person of their choice — as well as an enhanced Portrait Video that recreates the look of professional camera lenses.

While the two features offer different camera experiences, both draw on expertise spanning foundational technology research, feature development, and user experience design.

As part of “The People Behind the Galaxy Z Series’ Camera Innovations,” Samsung Newsroom sat down with experts from Samsung Research and the Mobile eXperience (MX) Business to discuss the technical challenges and collaboration behind the two features.

Since the launch of the new Galaxy Z series, one feature has been generating buzz among K-pop fans as a must-have — My FanCam. Users simply select a person in a video, and My FanCam automatically tracks their movements throughout.

The feature makes it easy to put someone in the spotlight, from a favorite artist in concert footage to family and friends in everyday moments.

Behind this experience is Samsung Research’s AI technology for reliably tracking people in video, integrated into a mobile feature through close collaboration with the MX Business. Samsung Newsroom spoke with Hwangpil Park of the Visual Technology Team at Samsung Research as well as Seonghwan Kim and Sherry Hong of the Multimedia Development Group at the MX Business about My FanCam.

A User-Centered Approach

Q. What inspired My FanCam?

Hong: We started by asking how we could make it easier for users to create videos focused on the people they want to see. As shooting, editing, and sharing content on smartphones have become commonplace, fan cams of favorite artists have gained popularity on social media. In response to this trend, we envisioned My FanCam — a feature that lets anyone create a video centered on a person of their choice with just a few taps — and worked with Samsung Research to bring the idea to life.

The Technology Behind Reliable Tracking

Q. What technology enables My FanCam to continuously track someone in a video?

Park: The key to My FanCam’s ability to follow a selected person even in complex scenes is an AI model that precisely recognizes individuals. The model identifies and remembers each person’s location and visual characteristics, allowing it to recognize the same person throughout the video and continue tracking them.

Q. What was the main focus for the user experience?

Kim: We focused on reducing wait times while editing. Users may want to switch between people in group videos, but reanalyzing the video each time would mean waiting again. We designed My FanCam to analyze multiple people at once, letting users switch between subjects and instantly see the results once the initial analysis is complete.

We also simplified the editing process. Users can easily adjust the aspect ratio to fit the scene and create a video that suits their needs.

Q. How did the two teams collaborate to turn the technology into a Galaxy feature?

Hong: It was crucial not only to identify the issues, but also to find a solution for the said issues; validating that the results were key to our process. The more the concept was solidified, the more full-fledged the development process became. In order to keep up with the development progress, weekly meetings turned into daily meetings and in those daily meetings, we made sure to track progress every morning.

Testing a large range of scenarios is important before rolling out new features. To help the development team test with a wide range of scenarios, multiple team members helped with the process. Some brought in old videos from the college days, such as dance club videos. Others would bring a phone and film new footage, such as climbing hobbies.

Park: Technology that worked well in a research environment sometimes performed differently with real-world footage due to variables such as fast movement and people overlapping in the frame. When the MX Business shared these cases, Samsung Research analyzed the causes and refined the AI model and tracking methods. We then validated the changes in the product environment, repeating the process to improve the feature.

Q. What was the biggest challenge in bringing My FanCam to mobile devices?

Kim: The key challenge was processing AI workloads entirely on-device without a separate server. Longer videos require more computation, so we had to consider processing speed, power consumption, and heat generation. Samsung Research optimized the AI model to achieve the required results with less computation, while the MX Business streamlined the entire process — from video decoding to data transfer and analysis — reducing computational load with minimal impact on performance.

Park: We also had to account for situations that can make it difficult to select a person in videos. At school performances or sports days, for example, the person users want to focus on may not appear until midway through the video or may be obscured by others. We therefore designed My FanCam so users can find a moment when their subject is clearly visible and select them at any point in the video.

From Favorite Artists to Everyday Moments

Q. Any tips for getting the most out of My FanCam?

Kim: When filming, I recommend using a high-resolution setting and framing the shot a little wider to leave space around the person. When selecting a subject, choose a frame where they don’t overlap too much with others and their face, upper body, or full body is clearly visible.

My FanCam also works with existing footage, such as videos of past concerts, trips, or children’s activities. Because users don’t need to follow a particular person while filming, they can focus more on the moment itself.

For example, users can set up a tripod to film a workout, then use My FanCam to create a video centered on themselves without someone else behind the camera.

Q. How do you hope users will use My FanCam?

Park: Since My FanCam works with videos not shot on a Galaxy device, I hope people will try it with a wide range of footage. It can offer a fresh perspective on old videos, helping users revisit meaningful moments by focusing on someone special.

Hong: Some may think that being a fan is only about liking an idol or celebrity. But to me, it simply means caring deeply about someone or something — whether that’s an artist, family member, friend, or even yourself. I’d like to see people use My FanCam to capture the people and moments that matter to them.

What began as an idea focused on user convenience has evolved into My FanCam, a new video experience combining AI, mobile optimization, and close teamwork. From concerts to everyday life, My FanCam makes it easier to capture and edit videos of moments worth remembering.

In part two of this series, Samsung Newsroom will explore how the large-aperture camera lens emulation technology brings the expressive qualities of professional lenses to mobile devices and the collaboration behind its development.