Samsung Electronics Co., Ltd. today announced Galaxy A27 5G, a device that refines everyday mobile use with an immersive display, reliable performance and thoughtfully integrated AI features. Building on the popular Galaxy A26 5G, Galaxy A27 5G introduces meaningful enhancements that make the experience easier and more intuitive for more users.

Built for Better Durability

Designed to keep up with the demands of daily life, the Galaxy A27 5G combines a reinforced build with industry-recognized Gorilla Glass Victus+ protection, helping it better withstand the scratches and wear that come with everyday use. This focus on durability gives users greater peace of mind throughout the day, while Samsung’s reliable hardware and long-term software support ensure the device remains a dependable companion for years to come.

More Screen, Less Distraction

For smoother and more seamless viewing, Galaxy A27 5G features a 6.7-inch Super AMOLED display with a 120 Hz refresh rate. It also introduces an upgraded Infinity-O display, which minimizes the visible camera area through a discreet punch-hole design. Together with a reduced and more balanced bezel, this adds screen space and removes distractions to keep content front and center. With a slim 7.8 mm body, Galaxy A27 5G is designed to feel comfortable in the user’s hand throughout the day.

Everyday Performance, Enhanced

Powered by the Snapdragon® 6 Gen 3 Mobile Platform,[1] Galaxy A27 5G feels more responsive throughout the day, whether users are switching between apps or busily handling multitasking. A boost in GPU performance delivers smoother graphics for gaming and streaming, while the latest high-speed memory enables faster data transfer speeds and improved power efficiency. Together, these upgrades help Galaxy A27 5G deliver an everyday experience that users can count on.

Galaxy A27 5G also introduces a 12 MP front camera that captures a wider range of brightness and richer colors, resulting in more natural-looking selfies in a variety of lighting conditions.

Awesome Intelligence for Everyday Tasks

Upgrades to the existing suite of AI features make mobile intelligence more accessible. Circle to Search[2] with Google now supports multi-object recognition, allowing users to search for multiple items within an image at once, from outfits to accessories, in a single step. It also allows outfits to be virtually tried on directly from search results, helping users to explore new styles from anywhere.

Object Eraser[3] now delivers more precise results, making it easier to remove unwanted distractions with more natural-looking edits. Additionally, Voice Transcription[4] in the Voice Recorder app can now translate as it transcribes, making it easier to capture meeting notes in 22 languages.

Building on the Awesome Intelligence[5] experiences introduced earlier this year, Galaxy A27 5G supports a choice of AI assistants, including Google Gemini[6] and Perplexity.[7] Deeper integration across more native Galaxy apps — including Gallery — supports faster, more intuitive everyday interactions. Galaxy A27 5G now supports Bixby[8] as a conversational device agent, enabling seamless control of settings and features through natural language.

Galaxy A27 5G reinforces Samsung’s commitment to long-term support with up to six generations of Android OS and One UI upgrades, as well as up to six years of security updates from the initial global launch date, giving users confidence that they will be able to use their device for longer. Built on Samsung Knox with hardware-backed protection from Knox Vault,[9] Galaxy A27 5G keeps sensitive data secure, making device protection easier and more intuitive than ever before.

Continued Innovation for Everyday Convenience

Samsung aims to enhance the Samsung Wallet experience through continuous innovation, with a focus on making everyday transactions more seamless, convenient, and accessible. As digital lifestyles continue to evolve, users can look forward to new enhancements designed to simplify how they pay, store, and manage essentials on their devices. Stay tuned as Samsung continues to expand the capabilities of Samsung Wallet such as QR Pay, and unlock even more ways to make daily life easier.

Availability

Valid until 21 July, to celebrates its launch in Malaysia, customers can enjoy up to RM100 off with a Double Storage Upgrade, a FREE phone case[10]. Shoppers can also unlock exclusive ‘Buy More, Save More’ savings with 10% off selected Galaxy ecosystem devices, including the Galaxy Buds4, Galaxy Buds3 FE, Galaxy Fit3, and Galaxy Tab A11 series when purchased together with the Galaxy A27 5G.

These offers are available via the Samsung Online Store, Samsung Experience Stores, authorized retailers and participating e-commerce platforms. For added peace of mind, Samsung Care+[11] offers comprehensive coverage optimized to users’ needs, including tailored benefits that protect the value of the device.

For more information on Galaxy A27 5G, please visit: Samsung Newsroom, Samsung Mobile Press or Samsung.com.

Specification Table

[1] Snapdragon is a trademark or registered trademark of Qualcomm Incorporated. Snapdragon is a product of Qualcomm Technologies, Inc. and/or its subsidiaries.

[2] Circle to Search is a trademark of Google LLC. Sequences shortened and simulated. Results for illustrative purposes only. Service availability may vary by country, language or device model. Requires an internet connection. Users may need to update Android and Google app to the latest version. Works on compatible apps and surfaces. Results may vary depending on visual matches. Accuracy of results is not guaranteed.

[3] Results may vary depending on shooting conditions, including multiple subjects, being out of focus or moving subjects.

[4] Voice transcription feature requires Samsung Account login. Only available on the pre-installed Samsung Voice Recorder app or files recorded using the pre-installed Samsung Phone app. Voice recording feature in the pre-installed Samsung Phone app may not be supported in some countries. Audio files must be under 3 hours in duration to be processed. Accuracy of results is not guaranteed. For details, please visit https://www.samsung.com

[5] Samsung Account login may be required to use certain Samsung Intelligence Features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by Intelligence Features. Availability of Awesome Intelligence features may vary depending on the region/country, OS/One UI version, device model or phone carrier. Awesome Intelligence service may be limited for minors in certain regions with age restrictions over AI usage.

[6] Gemini feature requires an internet connection and Google Account login. Service availability may vary by country, language or device model. Features may differ depending on subscription and results may vary. Compatible with certain features and certain accounts. Accuracy of results is not guaranteed.

[7] Menu names, paths, and screen layouts may vary depending on your device model, software version, or app version. This feature may vary depending on your country, language, model, or app. If the Perplexity app does not appear in the voice wake-up app list, update both the Voice wake-up app and the Perplexity app to the latest version from the Galaxy Store, then try again. Language support for Perplexity may vary by country.

[8] Service availability may vary by country/service provider/language/device model/OS version.

[9] Security features or hardware/software architecture of Samsung Knox Vault on Samsung Galaxy A series smartphones may differ from those on Samsung Galaxy flagship devices, including S series, Z series, S FE series smartphones and Tab S series tablets launched from 2021 onwards. Availability of Samsung Knox Vault may vary depending on the device model.

[10] Subject to availability and while stocks last.

[11] 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 and abroad: When in need of Samsung Care+ services during travel, users should contact the visiting country/region’s local customer services center in advance for Samsung Care+ availability.

[12] Memory/storage options and availability may vary by country, region or carrier. Available memory/storage capacity is subject to preloaded software.

[13] Galaxy A27 5G is rated as IP64. Based on lab test conditions for spraying 10 liters of freshwater per minute from all angles for 5 minutes. Not recommended for beach or pool use. Water and dust resistance of the device is not permanent and may diminish over time due to normal wear and tear.

When developing the new Galaxy Buds4 Pro, Samsung focused heavily on completely reimagining how an earbud captures and transmits the human voice. Their first objective was to develop a brand-new Sensor Fusion technology — ensuring a user’s speech can cut through the noise with absolute clarity.

What Is Sensor Fusion and How Is It Important for Call Quality?

When it comes to taking calls, an earbud’s microphone is much farther from your mouth than a phone’s, making your voice highly susceptible to being drowned out by ambient noise. For traditional earbuds relying on a single sensor, this physical limitation often means compromised call quality, especially when ambient noise is louder than the user’s voice.

To overcome this, Samsung applied an environment-aware Sensor Fusion technology[1] for Galaxy Buds4 Pro. Instead of relying on one input, Samsung’s technology intelligently combines multiple sensors to recognize and adapt to the surrounding environment.

Galaxy Buds4 Pro is equipped with three microphones — two external microphones directly capture a user’s voice, while a third internal microphone detects speech transmitted within the body. Importantly, a Voice Pickup Unit (VPU) sensor based on bone conduction also detects the head’s physical vibrations when a user speaks.

A cutaway of Galaxy Buds4 Pro — three microphones and a VPU sensor work in harmony to precisely reconstruct voice data.

The voice data then activates a noise reduction algorithm that allows Galaxy Buds4 Pro to precisely isolate and comprehensively reconstruct the user’s voice from surrounding noise with pinpoint accuracy, ensuring clear communication even in the most chaotic environments.

How Sophisticated Is Galaxy Buds4 Pro’s Noise Reduction Algorithm?

An AI-based system called a Deep Neural Network (DNN) — modeled loosely on the structure of the human brain — serves as the core noise reduction technology within Galaxy Buds4 Pro’s Sensor Fusion technology. Typically, software this powerful requires massive computing power that simply cannot fit inside a tiny earbud. However, Samsung meticulously optimized its algorithm for on-device processing, slashing the processing load to roughly 10% of the original computational requirements and shrinking the model size to just 30%, successfully bringing powerful AI voice processing to a compact earbud form factor.

But blocking noise isn’t enough to guarantee true call clarity — the earbuds must also make sure your voice sounds natural. To do that, Galaxy Buds4 Pro analyzes past, present and predictive sound data to instantly adapt to rapidly changing environments. Samsung also upgraded its algorithm to capture 16 times more vocal detail than previous models. Because of this massive boost in precision, every part of your speech — from high-pitched tones to sharp consonants and subtle word endings — remains crisp and easy to understand, no matter how loud your environment gets.

Galaxy Buds4 Pro even accounts for natural body movements that can cause the earbuds to shift, causing ‘fit leakages’ that allow unwanted background noise to seep in. To counter this, Galaxy Buds4 Pro continuously analyzes signals from the inner and outer microphones to estimate leakage in real time, dynamically adjusting the audio to keep the call crystal clear.

Furthermore, Galaxy Buds4 Pro’s superior DNN-powered voice clarity is truly maximized when paired with a Galaxy smartphone, harnessing a Super Wideband (SWB) connection of up to 16 kHz to deliver exceptionally rich and natural voice quality.

▲ Voice clarity WITHOUT Galaxy Buds4 Pro’s noise reduction algorithm

▲ Voice clarity WITH Galaxy Buds4 Pro’s noise reduction algorithm

How Was Galaxy Buds4 Pro’s Call Quality Tested for the Real World?

To ensure Galaxy Buds4 Pro delivers exceptional call quality in the real world, Samsung brought the real world into the lab using massive wind simulators to recreate acoustic scenarios based on actual location recordings.

This image is AI-generated and is for illustrative purposes only. It depicts a lab used to test the technology behind Galaxy Buds4 Pro’s crystal-clear calls.

In addition to lab testing, Samsung conducted extensive field tests in the noisiest everyday environments including bustling cafes, loud department stores and echoing train stations. They even tested call quality while walking outdoors late at night and riding in cars with the windows rolled down — all to perfect the earbuds’ performance in truly authentic, real-world scenarios.

Ultimately, Galaxy Buds4 Pro proves relentless engineering and technological innovation can shatter the physical limitations of true wireless earbuds. By merging an intricate Sensor Fusion technology with highly optimized algorithms — and validating it through exhaustive real-world testing — Galaxy Buds4 Pro offers an unprecedented level of call clarity, helping you find your voice, anywhere.

[1] Supported on Galaxy Buds Live and subsequent models

In 2017, The Frame combined Samsung Electronics’ advanced display technology with an elegant design to fit seamlessly into living space. Resembling a picture frame, The Frame featured customizable bezels[1], the Invisible Connection, and the One Connect Box which neatly organizes all cables, giving the living room a clean, clutter-free look.

Moreover, Samsung Art Store, the art subscription service for Samsung Art TVs, brought renowned and captivating artworks into homes worldwide, continuously expanding its collection to over 5,000 pieces.

Last year, Samsung introduced The Frame Pro, featuring Wireless One Connect and a Neo QLED 4K display. This year, the premium art experience has been further elevated with the introduction of the Vision AI Companion, which offers a more personalized experience, along with various setup options. Check out the infographic below to explore The Frame’s innovative journey in bringing art into everyday life[2].

For more information, visit: https://news.samsung.com/my/

[1] Customizable bezels sold separately and options may vary by market.

[2] Product availability may vary according to region.

Since its launch earlier this year, the Galaxy S26 series has been making waves across the world, impressing users with its new and upgraded features. In fact, it has earned high praise and recognition from media, including BGR who said that “These are fast, capable, well-constructed smartphones with outstanding cameras, gorgeous displays, and solid battery life.” Closer to home in Southeast Asia and Oceania, the Galaxy S26 series have already become dependable companions that show up in everyday moments. Through hands-on sessions and extended use, media reviews keep landing on the same impression: this Galaxy lineup simply works for you.

Here are authentic thoughts from users who have spent time enjoying these exciting new AI phones.

Your Ever-Ready, AI Phones

An intuitive AI phone, the Galaxy S26 series supports you proactively and seamlessly, handling tasks in the background so you stay focused in every moment.

Galaxy Al[1] does not just translate languages; it’s designed to understand the habits and contextualize the usage of Vietnamese. There’s no need to install third-party applications or pay monthly fees to use these features. Everything is pre-synchronized into the system, making daily tasks. – Vantu, Vatvo Studio (In Vietnamese)

Instantly reply to that message asking for photos or get a glance of your day ahead:

“Galaxy AI[2] tries to make life easier in all kinds of little ways. Now Nudge[3] surfaces useful information when you’re using messaging apps.”

– Adam Turner, Gadget Guy

Never miss another important event:

“​​Now Brief[4] feature provides a daily summary for morning, afternoon, evening and late night including a daily agenda, weather forecast, health summary and sleep pattern. For those who want to see their daily summary locally, this is a useful feature before starting or ending the day.”

– Effi, Amanz

Galaxy S26 Ultra: A Great Camera and Editing System

In first few months of 2026, Samsung’s latest flagship phones have streamlined how people capture and share the moments that matter, bringing everything — from shooting to editing — into one smooth, intuitive experience.

“I also tried out the Galaxy S26 Ultra’s zoom and Nightography[5] capabilities in the Twin Peaks hills. Although the lighting around Twin Peaks is minimal after dusk, the details of the objects are still preserved. This includes the small details of the light from the lamps installed on the tower’s body.” – Lely Maulida, Tekno.kompas.com

Fully capture your experiences, even when enjoying fast-paced activities:

“Documenting fast-paced sports is the ultimate stress-test for any camera, let alone a smartphone. The Samsung Galaxy S26 Ultra passed with flying colors. It proved itself to be a fantastic, reliable tool for capturing high-stakes memories, backed by an impressive suite of pro-level hardware and software features.”

 – Ramon Lopez, Revu

Galaxy S26 Ultra: Privacy You can Depend On, Everyday

The Galaxy S26 Ultra’s breakthrough Privacy Display[6] fundamentally changes how privacy can be protected on a phone. Built from Samsung’s expertise in display technology, this new innovation allows users to customize settings, limiting visibility levels according to their own needs.

“After extended use, the Privacy Display emerges as one of the S26 Ultra’s defining features, for being a quiet but powerful innovation that could set the standard for mobile privacy going forward.”  – Yonk, Geek Culture

Preserve viewing experiences even with the Privacy Display turned on:

“The Privacy Display is truly a gamechanger. Samsung was smart to make it a toggleable feature; if you don’t need it, you can just turn it off. It’s incredibly useful during my daily commute. While I’m personally not a fan of physical privacy films, having this built-in is vital for sensitive tasks like mobile banking.”

 – Munk TV

Thinking about getting a new phone? Check out power users’ exciting impressions of Galaxy S26 series’ mobile AI, great camera and unrivalled privacy and find out how these devices go hand-in-hand to transform your everyday with ease.

[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 region/country, OS/One UI version, device model and 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] 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 region/country, OS/One UI version, device model and 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.

[3] Now Nudge feature requires a Samsung Account login. Available functions and features may vary by country, region and language. Text message prompts available with certain third party messaging apps including Samsung Messages, Google Messages, Google Chat. Based on availability at the time of product launch. May change without notice. Share photos in Now Nudge works by analyzing available image content. Accuracy of results is not guaranteed.

[4] Now Brief feature requires Samsung Account login. Service availability may vary by country, language, device model, apps. Some features may require a network connection. The description of photos provided by moments may not align with the user’s intent. Events schedule notification is supported with calendar apps that utilize Android calendar database and available if Samsung Calendar is installed. Notifications for dog walking require SmartTag2 and Pet Care in SmartThings to be activated. SmartTag2 sold separately. Notifications must be switched on to be used as the recalled data. Recalled data available from supported app notifications, Messages, Gmail and Samsung Wallet and data collected from Gmail is only applicable if the user consents to Personal Data Intelligent’s Gmail read permission. Recalled data for reservation details only available from reservation confirmation messages.

[5] Results may vary depending on light condition and/or shooting conditions including multiple subjects, being out of focus or moving subjects.

[6] Privacy Display feature controls the screen’s viewing angle to limit peripheral vision and can be activated in Settings. Activation for specific apps also available in Settings. Some changes in image quality may occur outside the viewing angle. Some information may still be visible to others depending on the viewing environment, such as angle or brightness. Caution is advised when exposing sensitive information.

Since the launch of the first-generation WindFree air conditioner in 2016 — the world’s first air conditioner to realize the functional innovation of WindFree Cooling — Samsung has continued to reshape the role of home appliances. The second generation expanded appliances into the realm of furniture, fundamentally changing the landscape of living spaces.

What changes, then, does the third generation of WindFree air conditioners bring after a decade of innovation? This year, Samsung introduced the new, AI-powered Bespoke AI WindFree Pro air conditioner, a unit that delivers cooling optimized to user environments and lifestyles. At the same time, its simple and restrained design offers a new interpretation of the relationship between appliances and living spaces.

The innovation and design excellence of the Bespoke AI WindFree Pro were further recognized by leading international design competitions, earning Winner awards at both the iF Design Award 2026 and the Red Dot Design Award 2026.

Samsung Newsroom spoke with Yuna Park of the HVAC Design Group and Sujong Kim of the Aesthetic Intelligence Group in the Digital Appliances (DA) Business to gain deeper insight into the journey behind the creation of the third-generation WindFree design.

▲ Pictured from left: Yuna Park of the HVAC Design Group and Sujong Kim of the Aesthetic Intelligence Group, DA Business

“An Air Conditioner That Resonates With Its Surroundings”: A New Paradigm for 10 Years of WindFree Design Innovation 

Q. It has been 10 years since Samsung introduced the world’s first WindFree design and changed the air conditioner paradigm. What was the design direction behind the new 2026 AI WindFree air conditioner?

Yuna Park: The key concept that defines the third-generation WindFree design is “resonance with space.” The 2026 Bespoke AI WindFree air conditioner uses radar sensors to precisely recognize both users and their living environments, delivering the most comfortable experience for each situation. Inspired by architectural elements, we removed details that unnecessarily draw attention and focused on creating a product that naturally blends into its surroundings through distinctive material expression.

“As technology becomes more advanced, appliances should blend into the background of a space rather than draw attention to themselves. The third-generation WindFree design creates a sense of unity that blurs the boundary between appliances and architecture.”

— Yuna Park

▲ The 2026 Bespoke AI WindFree Pro embodies the concept of “resonance with space.”

Q. What visual and structural changes were introduced in the newest Bespoke AI WindFree lineup and what design elements have been upgraded?

Yuna Park: While the second-generation design emphasized the aesthetic value of appliances through its “canvas design,” which framed the front of the product like a work of art, the third generation focuses on architectural expression that harmonizes with the entire space. We’ve simplified surface elements to their essence and redefined the relationship between function and space through refined dimensionality. The sculpted WindFree elements express the product’s functional evolution, while the areas that interact with surrounding furniture feature richer material expression to create a stronger sense of integration with the space.

▲ The third-generation WindFree design conveys a refreshing sense of comfort through carefully controlled gloss levels and refined texture detailing.

A Minimalist Design Inspired by the Wall Itself: Bespoke AI WindFree Pro

Q. The Bespoke AI WindFree Pro blends naturally into the wall as if it were part of a single surface. It creates a very different impression from conventional wall-mounted air conditioners. Where did this design inspiration come from?

Yuna Park: Traditional wall-mounted air conditioners have been limited by complex internal structures required to deliver performance, resulting in segmented forms that often felt at odds with modern interiors. This time, we returned to the fundamental idea of an appliance that hangs on a wall. We applied the clean vertical and horizontal lines often found in architecture to the product’s form. The upper section, where people’s eyes naturally rest, was intentionally kept clean so it could visually merge with the surrounding wall, while the functional area where air is discharged was clearly separated and positioned at the bottom. By dividing the layout according to architectural proportions, we were able to create a clean form that blends into the wall as though it were part of it.

“I wanted to reimagine the wall-mounted air conditioner — often seen as something that disrupts an interior — as a beautiful architectural element that feels like part of the wall.”

— Yuna Park

Q. What was the most challenging aspect of maintaining powerful cooling performance while achieving the minimalist appearance of a wall-mounted air conditioner?

Yuna Park: The multi-blade system, which precisely controls airflow, is a complex structure that plays a critical role in the air conditioner’s performance. If exposed, it could easily disrupt the clean lines of the exterior. Therefore, achieving the right balance between performance and aesthetics required close collaboration with the engineering team from the earliest stages of development. One of the key challenges was eliminating the visual disconnect caused by the exposure of internal mechanical structures when the two blades operate. To address this, we incorporated a sophisticated secondary blade that complements the movement of the main blade. Even when the blades are fully open during operation, the internal structures remain naturally concealed, allowing us to maximize cooling performance while maintaining a clean appearance at all times.

▲ The Multi-Blade structure of the 2026 Bespoke AI WindFree Pro optimizes airflow for faster and more efficient cooling

Q. Since wall-mounted air conditioners are often installed in bedrooms, studies and other personal spaces, what was the most important consideration in selecting colors and materials?

Sujong Kim: Neutrality was our highest priority. Personal spaces tend to reflect individual tastes more strongly than shared spaces such as living rooms. To avoid imposing a particular mood, we eliminated prominent gloss finishes and bold patterns. Instead, we applied a subtle etched texture that softly absorbs light and reduces visual fatigue. For color, we selected Essential White as the primary option because of its broad appeal. We also introduced Soapstone Charcoal, a deep yet soft dark tone designed for global markets — where demand for darker interior styles continues to grow. Together, these finishes create a calm and restrained atmosphere.

▲ 2026 Bespoke AI WindFree Pro blends in harmoniously with the home space.

Q. Are there any design details that consumers may not immediately notice but that you hope they will appreciate?

Yuna Park: To express the evolved identity of WindFree, we’ve carefully refined both the size of the WindFree micro air holes and the density of their arrangement. It is a subtle detail designed to create perfect visual balance within the product’s clean outline. Beyond the exterior, we also paid close attention to the finish quality of the internal structures. Even when glimpses of internal components are visible during operation, they are designed to appear visually organized and refined.

From Appliances to Spatial Value: Samsung WindFree Air Conditioners and the Pursuit of Sustainable Design

“I want to create a moment when users move beyond saying that the air conditioner has an impressive design and instead feel that their space — their home — has become more refined because of their WindFree air conditioner.”

— Sujong Kim

Q. Samsung WindFree air conditioners have become an element that helps complete the overall experience of a space. Looking ahead, where do you see the design heading and what goals would you like to achieve as a designer?

Yuna Park: As AI technology continues to evolve, appliances will become increasingly intelligent. What matters most, however, is not showcasing technology but delivering experiences that feel natural and comfortable to users. Future WindFree designs will continue to soften the mechanical presence of air conditioners and strengthen the sense of stability they bring to the relationship between people and spaces. As a designer, I will continue exploring new materials and design expressions that expand the user’s spatial experience. Ultimately, I want air conditioners to be recognized not simply as machines that manage air, but as distinctive objects that elevate the overall quality of a space.

Sujong Kim: Another important pillar is sustainability. The future direction of CMF[1] design lies in maintaining WindFree’s unique character and design integrity while actively incorporating recycled materials and environmentally conscious finishing processes. We also hope to explore the use of natural materials often found in premium furniture and architectural interiors, such as fabric, wood and stone. Our goal is to create products that feel less like appliances and more like original elements of the architecture itself. I want users to move beyond saying, “This air conditioner has a beautiful design,” and instead feel, “My space — my home — has become more refined because of my WindFree air conditioner.”

Behind the comfort we enjoy every day lies the tireless dedication and thoughtful craftsmanship of designers who continuously refine the technologies that support it. By advancing both performance and design without compromise, Samsung WindFree air conditioners continue to enhance the value of the spaces people create. Having redefined the role of the air conditioner with each generation, WindFree is set to continue its evolution.

[1] Color, Material and Finishing. 

“With The Frame for hotels, Samsung is bringing one of its most distinctive TV experiences to hospitality businesses,” said Hyoung Jae Kim, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “Samsung will continue to invest in hospitality display solutions that help brands deliver premium service, strengthen their brand identity and prepare for the next phase of connected guest experiences.”

A Hospitality Display Designed for Premium Spaces

With this hospitality model, Samsung brings the award-winning design and functionality of The Frame to hotels and corporate environments. The display combines 4K QLED picture quality with a refined form that fits naturally into premium interiors. Its Anti Glare panel reduces unwanted reflections, while the Slim Fit Wall Mount allows the TV to sit close to the wall for a clean, gallery-like installation. The Frame eliminates the need for a separate One Connect Box by integrating key connection components into the display, supporting simpler installation in hospitality spaces. Optional magnetic bezels allow hotel operators to customize the frame to match the mood and design of each space, as well[1].

Collection Hub gives The Frame its distinct value as an Art TV for hospitality environments, allowing hotel operators to display selected artwork, photography or brand visuals when the TV is not in active use. Generative Wallpaper lets guests create AI-generated backgrounds for the screen, adding a customized touch to their room experience. Together, these features help each display become part of the room’s design, whether presenting hotel-curated visuals or AI-generated imagery selected by guests.

As Samsung’s most premium hospitality TV offering, The Frame for hotels is the first model in Samsung’s hotel TV lineup to support Generative Wallpaper and Live Translate. Live Translate helps international travelers comfortably watch local broadcasts or Samsung TV Plus with subtitles in their preferred language. The result is more accessible local content for users traveling overseas[2].

Beginning with Samsung’s 2025 hotel TV lineup, and extending to the HL03H model, Google Cast and Apple AirPlay support allows guests to share content from a smartphone or tablet to the in-room TV by scanning an on-screen QR code. No separate login is required, and device connection information is automatically deleted upon checkout to help protect guest privacy[3].

Managing Hospitality Features From One Platform

LYNK Cloud, Samsung’s comprehensive hospitality cloud solution, helps hotel teams monitor TV status in real time, update on-screen services and distribute guest-facing content across connected displays from a central platform[4].

With the support of LYNK Cloud, guests can access digital concierge features, book hotel services and order room service through the in-room TV. This gives hotels another way to connect guests with property services directly from the display.

LYNK Cloud also includes Business Intelligence, a feature that helps hotel teams understand how guests use in-room TV services, including frequently ordered menu items or popular TV channels. These insights can support more relevant offerings and help identify new revenue opportunities.

Furthermore, LYNK Cloud supports Collection Hub management on hospitality model of The Frame. With it, hotel teams can distribute selected art content across connected devices simultaneously. They can adjust brightness and color tone based on indoor lighting conditions, as well, helping each display fit the hotel’s brand concept and room environment.

Samsung will showcase The Frame for hotels at booth 2442 during HITEC 2026. The new model will be available in 43-, 55-, 65- and 75-inch sizes, with global rollout beginning in the second half of 2026[5].

For more information, visit: https://www.samsung.com/my/

Image is for illustration purposes only.

[1] Bezels are sold separately. Supported bezel types may vary by country and model.

[2] Live Translate is available in English, French, German, Italian, Korean and Spanish. Availability may vary by model, region, language or channel. Requires supported broadcast content with closed captioning through antenna input or Samsung TV Plus.

[3] Google Cast and Apple AirPlay are supported on Samsung hotel TV models introduced in 2025 or later. Google Cast supports Android 6.0 and above and iOS 14.0 and above. Apple AirPlay supports iOS 11.0 and above, iPadOS 13.0 and above and macOS Mojave 10.14 and above. Availability may vary by model, device, software version and region.

[4] LYNK Cloud is sold separately. Availability of certain features may vary by region. LYNK Cloud supports Samsung hotel TVs with Tizen 5.0 or higher.

[5] Availability and model size may vary by region. The Frame (HL03H hospitality model) is currently not available in Malaysia.

Since 2020, Generation17 has supported Young Leaders worldwide with Samsung Galaxy technology, mentorship and networking opportunities to amplify their stories and solutions.

On the coast of San Jacinto in northwest Ecuador, a group of university students are up before dawn, combing the shoreline by red light so as not to disturb the sea turtles nesting nearby. For some of the students, it’s the first time they have ever seen the ocean. As the sun rises, they head out to tour mangroves by boat. They later return to clean plastic waste from the beach before heading back to the classroom to learn how it all connects to ocean conservation and climate action.

This is what Academia del Océano looks like in practice: hands-on science education that has long been out of reach for Spanish-speaking communities. The organization was co-founded by José Francisco Ochoa, a biologist from southern Ecuador whose love of nature led him to ocean science and to a belief that protecting our environment starts with making science education accessible.

Together with three colleagues, Juan Fernando Pesántez, Nicole Auz and Francisca Hernández, José Francisco set out to bridge that language gap. “Ocean and climate science is often only in English,” José Francisco Ochoa says. “That means entire communities have been left out of the conversation — and the solutions.”

In the classroom at Academia del Océano’s coastal center, roughly five hours from Ecuador’s capital, José Francisco connects marine science to local conservation challenges.

Science in Spanish

José Francisco grew up surrounded by nature, always curious about the world around him. “I wanted to explore,” he says. “I always wanted to work in the field, with the community.” He channeled that curiosity into a biology degree and a career in ocean conservation.

The deeper he dove, the more clearly he saw the language barrier at work. It was more than an inconvenience. It limited who could enter the profession and help protect the ocean.

So, in 2023, José Francisco and his colleagues founded Academia del Océano — one of the first ocean education centers in Ecuador to teach entirely in Spanish. Their mission: to democratize access to ocean and climate science, advancing the UN’s Global Goal for quality education (Goal 4).

At their coastal center in San Jacinto, courses cover marine biology, ocean conservation and citizen science. Their curriculum supports the Global Goals for life below water (Goal 14) and climate action (Goal 13). In addition, a certified partnership with one of Ecuador’s top universities gives students credentials in marine conservation and marine biology to jumpstart their careers. “We are empowering young people to be leaders in their communities through education and technology,” says José Francisco.

José Francisco and students remove plastic waste from San Jacinto’s shoreline, putting ocean conservation into practice beyond the classroom.

Scaling the Mission

Beyond San Jacinto, Academia del Océano reaches students across more than 10 countries through virtual programming and an active online community — bringing ocean and climate education in Spanish to wherever students are. To power that content, José Francisco and his team use AI to develop curriculum and create multimedia resources that break down complex scientific language into accessible lessons.

Their impact is growing. Since 2023, Academia del Océano has trained more than 10,000 students, awarded over 500 certifications in ocean science, planted more than 2,200 mangrove seeds and released roughly 5,000 sea turtle hatchlings. “Many of our students go on to work in ocean conservation and environmental science,” says José Francisco, “taking what they’ve learned back to their communities.”

Kerly Martinez, a 2025 graduate, says the program inspired her to start an ecotourism company. “We talk about responsible tourism, conservation, waste and plastic issues,” she says. “And I learned all of this right here in Academia del Océano.”

The organization has also been recognized as an official activity of the Ocean Decade, a global initiative coordinated by UNESCO’s Intergovernmental Oceanographic Commission to advance ocean science through 2030.

A student uses a species identification app on a Samsung Galaxy phone to identify a shell collected on San Jacinto’s coast — technology making field research accessible in real time.

Just the Beginning

José Francisco’s vision for the future extends well beyond Ecuador’s coast. He hopes to expand what he and his colleagues have built to reach more Spanish-speaking communities, equipping a new generation to protect their local ecosystems and contribute to ocean research in their own regions. “My dream is that Academia del Océano becomes the greatest platform in the world in terms of ocean education and environmental action,” he says.

For the students arriving at San Jacinto’s shoreline for the first time and for the millions across Latin America who have never had ocean science in their own language, that dream is already taking shape.

Wearable technologies have become a widely available and cost-effective way to capture continuous, real-world health data, making them extremely appealing for clinical research. However, many research programs struggle to translate wearable-generated signals into clinically meaningful evidence.

Samsung addresses this challenge through an integrated approach that combines its latest advancements in wearable technology with clinically validated measurements, including bioelectrical impedance analysis (BIA) and electrodermal activity (EDA), as well as Software as a Medical Device (SaMD) features such as obstructive sleep apnea (OSA) and atrial fibrillation (AFib) detection, biomarker development expertise and research-related technical infrastructure designed to support evidence generation across the research lifecycle.

“The future of clinical research is increasingly collaborative and brings together technology, scientific expertise and research partners to generate a deeper understanding of human health,” said Jongmin Choi, Head of Health R&D Group, Mobile eXperience (MX) Business, Samsung Electronics. “Through our collaboration with Alcedis, Samsung is unlocking new opportunities for biomarker development, digital endpoint innovation and evidence generation throughout the research lifecycle.”

Samsung’s research platform starts with its cutting-edge devices and biosensors featured on Galaxy Watch that enable continuous collection of physiological data in real-world environments for users that have consented. With industry-leading wearable technology and a collaborative approach to developing measurement methodologies that provide a foundation for scientifically meaningful digital biomarkers and endpoints, Samsung’s research platform allows for faster study setup with fine-grained control of biosensors and access to participant- and device-level insights and biosensor data with respect to the study and established protocols.

As healthcare shifts toward more connected, data-driven models of care and research, Samsung is helping bridge the gap between everyday health monitoring and scientific discovery — enabling a new era of evidence generation that brings researchers closer to real-world insights and helps accelerate innovation across the healthcare ecosystem.

“The future of clinical research depends on our ability to capture meaningful health data beyond traditional clinical settings,” said Hanno Härtlein, CEO of Alcedis. “Our collaboration with Samsung brings together complementary strengths and scalable infrastructure to help advance endpoints and biomarker development, to accelerate evidence generation and support the development of more patient-centric healthcare innovations. Under our collaboration, Alcedis will lead study execution and participant engagement, while Samsung will provide its advanced wearable technology and research infrastructure to support evidence generation.”

The new billboard campaigns will be showcased at locations in Korea, as well as iconic locations such as Times Square in New York, Piccadilly Circus in London, the Entertainment Building in Hong Kong and will run through the end of the year.

The advertising video featured in the campaign emphasizes the core features of the Micro RGB AI Engine Pro, highlighting how its precise color control produces deeper, more vibrant visuals.

Centering on a large-scale hip-hop dance performance created in collaboration with renowned choreographer Sergio Reis, the advertisement visually brings Micro RGB’s extensive array of red, green and blue backlights to life, along with the precision AI engine that controls them.

The campaign also highlights a range of viewing experiences, including AI Soccer Mode, which allows users to mute commentators to fully immerse themselves in the game, and Vision AI Companion, which delivers real-time player and team statistics.

For more information, visit: https://www.samsung.com/my/

This comic zooms into every fan’s journey to catch their favorite idols, singers and performers – detailing the moments from pre‑show hype to soaking in the energy of the crowd and finally reliving moments in post-concert withdrawal. Along the way, the Galaxy S26 Ultra works seamlessly by their side – combining Galaxy’s industry-leading camera system with AI-powered tools to make capturing concert memories ultra-effortless.

Powerful mobile performance on your Galaxy: Powered by the Snapdragon® 8 Elite Gen 5 Mobile Platform for Galaxy on the Galaxy S26 Ultra, delivering performances that keep up throughout the day

Bring every concert moment closer: The 50MP telephoto camera with 5x optical zoom and 10x optical-quality zoom lets you capture sharp, detailed concert shots even from seats further away.

Relive and perfect every moment after the concert: With the Galaxy S26 Ultra’s upgraded Photo Assist, easily refine your shots using simple text prompts, while Now Nudge provides timely suggestions to make things more effortless.

Visit https://www.samsung.com/my/smartphones/galaxy-s26-ultra/ to purchase the Samsung Galaxy S26 Series.