▲ WW Kim, President of the Consumer Electronics Division at Samsung Electronics Brazil, welcomes attendees to Unbox & Discover 2023

At the core of Samsung’s partnership with LOUD is the concept of providing screen options that match the preferences of every user — a goal that is also at the heart of the new 2023 TV and display solutions portfolio. There is something for everyone in Samsung’s latest lineup: From the Neo QLED 8K category that features the apex of screen technologies for revolutionary viewing experiences to the Crystal UHD TV that marries ultra-high-resolution screen quality with design elegance.

▲ Samsung Brazil’s collaboration with LOUD will feature two squads of e-Sports athletes as well as influencers representing Samsung in various competitions and events

Bringing Brazilian Fans Closer to the Community They Love

Featuring screen technologies for optimized gaming performance, Samsung’s TV lineup helps game enthusiasts all over the world make the most out of the games they love. As such, it’s a natural choice for Samsung to partner with Brazilian professional e-Sports and entertainment organization LOUD to help gamers access even more of their favorite titles.

The partnership is set to showcase a range of focused campaigns and exciting activations with two squads of local gaming influencers going head-to-head at fan-favorite games made even more compelling with the outstanding performance of Samsung’s latest TVs and monitors.

The Neo QLED Gaming TV squad will consist of pro gaming athletes from LOUD’s VALORANT team while the Odyssey Squad will include local League of Legends influencers.

Unique Functionality for Fluid Display Experiences

Another highlight from Unbox & Discover 2023 was the announcement of the Samsung Neo QLED 4K Gaming TV (QN90C), a new member of the Neo QLED 4K lineup available in 43-, 50-, 55- and 65-inch models. Fitted with an enhanced Neural Quantum Processor 4K that features AI and 20 neural networks exclusive to Samsung and a Super Ultra-Wide screen available in multiple formats, users can enjoy premium gaming experiences even when upscaling content.

With up to 144Hz¹ in the 43- and 50-inch models, the TV’s panel Mini LEDs create the ideal viewing environment to watch and play with maximum fluidity. The Motion Xcelerator Turbo Pro² feature also ensures high performance during matches, with low response time and 4K images on any of the four HDMI 2.1 ports.

▲ An illustrative concept image of the all-new Neo QLED 4K Gaming TV QN90C

The Neo QLED 4K Gaming TV’s processor converts any SDR content to HDR using Deep Learning technology, ensuring all scenes feature accurate luminosity and brightness. In addition, FreeSync Premium Pro² and Quantum Dot technologies deliver 100% color volume,³ while Dolby Atmos⁴ technology paired with Sound in Motion Plus² offers truly immersive sound. Alongside these functionalities, the NeoSlim Design² of the TV ensures cinematic, distraction-free gameplay experiences.

“I got to know about gamers and the products that serve both users looking for high-investment hardware and those who want more affordable options. The highlight of the event was LOUD’s sponsorship announcement with Samsung,” said Raphael Batista of Meu PlayStation. Paulo Barba of Barba Sou Eu added, “There was also a lot of emphasis on the gamers’ part, and I was happy to know that the presence of the Gaming Hub is so relevant today.”

The Next Evolution of Samsung Smart TVs and Display Solutions

▲ Unbox & Discover 2023 in Brazil introduced the latest TV and display products from Samsung, including interactive hands-on experience zones.

Apart from the Neo QLED 4K TV, Samsung’s Unbox & Discover 2023 showcased other products from the latest 2023 Smart TV and Soundbar product line, including the Neo QLED 8K, Samsung OLED and QLED TVs and Crystal UHD 4K models.

A major highlight of the lineup, the Samsung Neo QLED 8K⁵ features cutting edge innovation for large screens with outstanding sound performance from Dolby Atmos. The 85-inch model (QN900C) features groundbreaking Mini LED technology, 64 AI-powered neural networks in its Neural Quantum Processor 8K⁶ and SDR to HDR conversion for upscaling.

The Samsung OLED 4K (S90C) features 20 neural networks for optimal image upscaling and an AI-powered Neural Quantum Processor 4K that scans and improves on-screen brightness and depth for lifelike, 3D viewing experiences.

Among the new models announced as part of the UHD lineup, the Crystal UHD 4K (CU8000) is a stand-out Smart TV featuring Dynamic Crystal Color for new levels of color display in ultra-high resolution.

Samsung also showcased the latest smart features of its Lifestyle line, including the all-new 2023 models of The Frame, The Serif and The Sero TVs as well as The Freestyle and The Premiere projectors.

▲ Unbox & Discover 2023 attendees learn about all the latest innovations and products.

A Step Forward Into the Future of the Samsung Smart TV

Unbox & Discover 2023 attendees expressed excitement around the announcements, with many looking forward to experiencing the latest products and innovations set to bring premium viewing, gaming and entertainment to users of every lifestyle in the coming year.

▲ Unbox & Discover 2023 visitors receive first-hand information about the latest products.

“Samsung continues to bring new premium devices, offering more consumers the opportunity to choose between a Neo QLED or an OLED,” said Dante Baptista of Terra. “Samsung is truly consolidating its complete offering within the Smart TV space,” agreed Jacson Boeing of Mundo Conectado. “My experience with the S90C showed it to be a superior OLED product, further establishing Samsung’s leadership across many industry segments.”

Junior Nannetti of Loop Infinito echoed the excitement for the latest announcements. “This moment is an important one for the OLED segment as we are seeing industry leader Samsung enter,” they noted. “Ultimately what this does in the long run is offer consumers the power of choice.”

Stay tuned to Samsung Newsroom for the latest on Samsung’s all-new 2023 Smart TV and Soundbar lineup.

¹ The refresh rate of the display will adjust based on the type of content or game being viewed.
² Feature names may differ across regions.
³ The maximum brightness may vary depending on the model and size of the TV. Verband Deutscher Elektrotechniker (VDE) has officially recognized Samsung’s QLED TV as the first TV in the world capable of producing 100% of the available color volume. Samsung’s QLED TVs are based on Quantum Dot technology.
⁴ To experience this, users must connect their Soundbar to their TV via HDMI cable, purchased separately. Wireless Dolby Atmos via Wi-Fi works with select Samsung 2022 TVs.
⁵ The Neo QLED 8K portfolio includes the QN900C model, available in a 85-inch version, the QN800C model, available in 65-, 75- and 85-inch versions and the QN700B model, available in a 55-inch version. Playback of 8K materials can vary by 8K streaming, connectivity and other decoding standards.
⁶ Viewing experience may vary by content type and format. Upscaling may not apply to Computer and Game Mode.

▲ (from left) Sarah Larsen Tobin, Vice President of Home Entertainment Marketing for Samsung Electronics America, talked about “More Wow Than Ever + Connected Living” with Martha Stewart, well-known American businesswoman and the Queen of Domestic Arts; Carl Nassib, American professional football player; and Rosario Dawson, who played Lara in Men in Black II, at Samsung 837, Samsung’s newly reopened experience store in New York on April 4.

Unbox & Discover 2023: A Closer Look at the Global Launch Event

Samsung’s subsidiaries worldwide have begun Unbox & Discover (U&D) 2023 in April to unveil new models in local markets and take preorders for new products. After a three-year hiatus from hosting the event in-person due to the pandemic, Samsung held its first offline U&D event to showcase its latest innovations.

Major subsidiaries around the globe, including the U.S., Australia and Singapore hosted the event at special venues, bringing key retailers, media and influencers together to demonstrate the innovative experiences of Samsung 2023 TV models, centered on its Neo QLED 8K.

This year’s U&D event theme was “Global One Launch”. All of the participating subsidiaries hosted events simultaneously around the globe, with both in-person and virtual components. Samsung Newsroom is taking a closer look at Unbox & Discover 2023, which provided rich customer experiences at landmarks around the world.

▲ Samsung Electronics America’s U&D held at Samsung 837 was filled with media and influencers. The subsidiary broadcasted the event on its official website for those who weren’t able to attend.

Expanding Partnerships With Creators in America

Samsung Electronics America introduced the Samsung Neo QLED 8K and 4K, highlighting upgraded features and larger screen sizes. The company added an ultra-large 98-inch model to the product lineup and unveiled more sophisticated, groundbreaking technologies like Auto HDR Remastering and 8K AI upscaling. Amongst other media, TechRadar highly praised the QN900C, the top Neo QLED 8K model, for its industry-leading picture quality, saying “There were many moments while viewing when I silently uttered “wow,” and that’s certainly not something I find myself doing with every TV I test.”

Samsung Electronics America plans to actively partner with various creators for a series of digital content to show how Samsung home entertainment products enhance connectivity and personalize experiences that improve our daily lives.

Samsung Electronics America has also launched a limited time offer to celebrate U&D. Customers who buy the QN800C or QN900C from the official Samsung website or at select retail stores by April 16 will be given a free 32-inch Frame.

Modeling the Samsung Lifestyle in Australia

On the other side of the globe, Samsung Electronics Australia hosted the offline U&D event and targeted key retailers, VIPs, media and influencers at WatersEdge in The Rocks, Sydney. To illustrate its “Screens for every Experience” theme, Samsung Electronics Australia demonstrated its lineup throughout different rooms in a model home. Various scenarios were played out to show visitors how Samsung TVs can integrate seamlessly into users’ lifestyles.

▲ Jeremy Senior, Vice President from Consumer Electronics of Samsung Electronics Australia explained Neo QLED 8K technology to visitors

▲ Influencers attended the event to see the new lineup and share content in real time across social platforms. They enjoyed hands-on time with the 2023 Samsung TV lineup and experienced various Calm Tech scenarios via SmartThings.

▲ Samsung Electronics Australia shared interactive content to its social media channels that reflected the demonstrations at the event.

▲ Aaron Mcnamara, Head of Product, AV from Samsung Electronics Australia explained the picture quality and features of Samsung OLED to highly engaged attendees

▲ Briellyn Turton, a renowned interior designer and stylist in Australia, hosted the U&D event, introducing various user scenarios to visitors

Creating Buzz at Marina Bay Sands in Singapore

▲ Samsung Electronics Singapore organized U&D 2023 for retailers, media and customers at Marina Bay Sands from April 4 to 6. Visitors took part in a docent tour of the event set up, which included eight zones. Following the tour, visitors took to social media to share their experiences with new products.

▲ As part of its virtual event, Samsung Electronics Singapore posted a snapshot of the event in real time on its official Instagram account. In the story, Dennis Jang, President of Samsung Electronics Singapore, introduced Neo QLED 8K to attendees (right).

▲ Visitors were welcomed with a docent tour focused on the picture quality and features of Samsung Neo QLED 8K. Twenty-eight media professionals who joined the event said that demo zones helped them better understand TV features. In particular, visitors enjoyed the Home Cinema booth and Sustainability booth, which showcased scenarios of ultra-large TV screens at home along with Samsung’s sustainability efforts.

▲ At Singapore U&D 2023, the CEO of National Gallery Singapore and a Dolby Atmos representative gave a speech on the partnership with Samsung Art Store and their efforts to improve users’ audiovisual experiences.

Intimate Experiences With Screens Across Europe

European subsidiaries, including Germany, the U.K., the Netherlands, Hungary and Serbia, also hosted the U&D event on and offline, catching the attention of local media. The subsidiaries hosted a countdown timer for U&D on their websites starting on April 5 to drive excitement and conversation leading up to the event.

▲ On April 5, Samsung Electronics Hungary brought ten media professionals who focus on tech, lifestyle and interior design to a local restaurant to provide them with first-hand experiences of the 2023 Samsung TV lineup.

▲ Samsung Electronics Hungary provided media with an intimate experience to wow the crowd and give new products’ design the proper space to standout.

▲ Media and product reviewers also experienced Samsung’s soundbar, the Q Series, which was released last year as the company’s top premium model. Samsung is also marking its ninth year in a row topping the global soundbar market by sales.

▲ On April 5, Samsung Electronics Serbia invited local media professionals to showcase 2023 TV lineup and Lifestyle TV lineup.

Telegraf, a renowned local media outlet said, “This is an excellent opportunity to get acquainted with a large number of new devices at once, to see the entire Bespoke ecosystem. New TV devices also look impressive. ‘Home cinema’ is something that is more and more interesting to both us and the readers.”

Unbox & Discover, Samsung’s global launch event, provided insights into this year’s product portfolio to a global audience, with customized experiences for each local market. The event provided a platform for attendees to hear from product experts and see the innovative product lineup for themselves ahead of their global roll out.