Among its many descriptors, the most important one is undoubtedly this — Samsung’s most powerful cordless stick vacuum cleaner.[2] The Bespoke AI Jet Ultra, capable of delivering up to 400W2 of suction power, is revolutionizing the cleaning experience for consumers in their daily lives.

What really makes it all happen is a process you can’t see: Air moving through the vacuum’s complex internal system, carrying everything from fine dust to stubborn debris. This invisible air path determines how strong, stable, and effective a vacuum’s suction truly is.

Samsung spent six years refining that journey. Every twist and turn, from intake to motor, was reengineered to allow air to move without interruption.

The multi-cyclone system: Your personal spin expert

When air enters the vacuum, it’s burdened with everything from pet hair to large and fine dust[3] particles. It shoots through a long internal air path and encounters the multi-cyclone system.

Here, air spins at incredible speed. The significant centrifugal force made by the rotation flings dust outward, separating particles so that clean air can continue forward. It’s efficient, but intense.

In actual fact, the resistance created by this spinning can slow down airflow and weaken suction. To address this, Samsung introduced a multi-cyclone structure with 12 cyclones and 33 air inlets. With more entry points and evenly distributed pathways, the airflow stays balanced and powerful, facing less resistance. This allows air to separate dust efficiently while still flowing smoothly.

The motor: Through the eye of the storm

After passing through the multi-cyclone system, the air reaches the motor. And here, it spins again at up to 148,000 revolutions per minute.

Inside the motor, air flows through a component called the impeller, which rotates at high speed and then passes through the motor. The impeller — a component resembling the blades of a jet engine — makes air travel from the center outwards to create ‘a vacuum.’

If air that was moving outwards takes a wrong path and enters the vacuum, it disrupts the vacuum state, making it difficult to maintain suction power. This is why it is crucial to maintain an effective air path surrounding these blades to ensure air can find its way smoothly.

To enhance this, Samsung upgraded the diffuser structure inside the motor from one-row to two-rows,[4] giving air more exit routes to maintain vacuum pressure and suction consistency. By clearing the path for air to escape more easily, suction stays stronger.

The Real-Life Impact of 400W Suction Power

What practical difference does the 400W suction power actually make in real life? Recently, Samsung released a video showcasing experiments conducted in various environments to demonstrate the strength of the suction power.

When a ball is placed on one side of a tube and the vacuum is operated in Max mode from the other side, the ball slowly rolls forward but eventually stops midway. However, in Jet mode, the ball rolls so quickly that it sticks to the vacuum inlet.

Additionally, when air is sucked through a tube connected to a water tank in Max mode, the water rises only halfway. In Jet mode, it fills at such a rapid speed that it overflows the tank. With up to 400W suction power, Max mode is sufficient for daily use, but the increased suction power of Jet mode is clearly noticeable.

Driven by the details

From the shape of a cyclone to the structure of a diffuser blade, every element of the Bespoke AI Jet Ultra was optimized with one goal: let air do its job without obstruction. With this device, Samsung didn’t just create a vacuum. It added details to the path air takes, and in doing so, pushed suction performance to a whole new level.

To learn more about the Bespoke AI Jet Ultra, visit Samsung.com.

[1] Based on internal test in accordance with the IEC 62885-2 Cl. 5.11 standard, using Jet Mode. Results may vary depending on actual usage.

[2] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard, using a handheld type vacuum cleaner (with no brush) in Jet mode. The results were compared to cordless stick vacuum models available on the market with a stated suction power within 30% of the actual suction power of the Samsung model tested by SLG. Based on sales data between January 2024 and December 2024 as compiled by an independent market research institute.

[3] Refers to dust particles in the size range of 0.5 to 4.2µm.

[4] Compared to previous Samsung Bespoke Jet series

Samsung Electronics Co., Ltd. held its 2025 Southeast Asia Tech Seminar in Bangkok, Thailand on June 20, unveiling its latest advancements in home appliances for the region. The seminar showcased how Samsung is bringing AI innovation to everyday living with smarter, more connected experiences across its appliance and mobile portfolio.

“We are continuously exploring new ways to enhance user convenience by creating seamless synergy across our products,” said Daren Tay, VP & Regional Head of Digital Appliances for Southeast Asia & Oceania, Samsung Electronics. “Through the Southeast Asia Tech Seminar, we aim to showcase the depth of our technological capabilities in detail and further strengthen the trust consumers place in our appliances.”

At the event, more than 40 journalists and influencers from Indonesia, Malaysia, Singapore, the Philippines, Thailand and Vietnam personally experienced Samsung’s vision for 2025 and had an in-depth look at the design and technology in the featured appliances. The seminar was hosted at the Business Experience Studio, a space specially designed to offer business clients and visitors innovative and future-focused experiences through Samsung’s wide range of products and solutions.

Home Living Made Simple: Samsung’s “AI Home” Vision in Action

At the foundation of the showcase is Samsung’s commitment to making home living easier and more intuitive. This commitment is underscored by its “AI Home” vision, which focuses on the four key pillars of Ease, Save, Care, and Secure.

One of the centerpieces of this experience is the upgraded AI Home display[1] — a smart screen now available across more appliances, which enables users to seamlessly access functions, view personalized information on their Daily Board, and manage their home using Map View. The screen also connects third-party devices[2] via SmartThings, eliminating the need for a separate hub[3].

To enhance hands-free control experiences, the Bixby[4] voice assistant now includes Voice ID,[5] allowing the system to recognize individual users registered in advance, sync personal calendars[6] and even mirror Galaxy smartphone accessibility settings for better visibility. [7] Users can also access the benefits of new SmartThings services such as Family Care,[8] which offers peace of mind by alerting family members of inactivity or unusual patterns, while being secured by Samsung Knox.

Innovative Refrigeration Solutions

At the seminar, Samsung also showcased its new global refrigerator lineup, which brings to life the “Screens Everywhere” vision that was first unveiled at CES 2025. Notable features of the lineup include the debut of the 9-inch AI Home display and improved AI Family Hub experiences.

Another highlight was the introduction of the new Side-by-Side model which was recently launched for the Southeast Asian market. It features an integrated screen for enhanced usability, supports AI Energy Mode[9] through built-in Wi-Fi connectivity and includes Wide Auto Open Door, which allows users to open the door with just a light touch.

Smarter Laundry, Greater Efficiency

Samsung continues to lead in laundry solutions with AI-enhanced functionality that delivers higher levels of convenience and efficiency. In response to regional demands, Samsung is incorporating AI Wash [10]— previously exclusive to front-load washers — to the new Bespoke AI Top Load Washer for the first time. The top-load models also offer a range of other AI features, including AI Energy Mode and AI VRT+.

Additionally, the new Bespoke AI Washer and Dryer set offers the enhanced AI Wash+ and AI Dry+[11] features for smarter performance. Notably, they can recognize a wider range of fabric types than before, giving users a more personalized laundry experience[12]. The new Bespoke AI Laundry washer and dryer set also comes equipped with AI Home Screen that offer intuitive control and monitoring of essential information such as wash cycles and remaining detergent levels.

At the seminar, Samsung introduced the principles behind the AI features of its laundry lineup, particularly focusing on how its devices leverage AI to detect laundry and adjust the washing or drying cycle accordingly.

Diverse air conditioner solutions for smart living

Attendees at the seminar also learned about the new ‘Good Sleep’ mode, which allows users to connect their air conditioners with their Galaxy Watch series and Galaxy Ring, and enable automatic adjustment of the air conditioner from the wearable’s detection of their sleep stage.

The newly launched system air conditioner (SAC) lineup was also on display during the seminar, giving attendees the opportunity to discover more about Samsung’s intelligent climate solutions that offer seamless smart experiences with built-in Wi-Fi connectivity.

Powerful, Intelligent Vacuum Cleaners

Samsung is also introducing its most advanced vacuum products yet. The Bespoke AI Jet Ultra is the world’s most powerful cordless stick vacuum,[13] boasting up to 400W[14] of suction power and AI Cleaning Mode 2.0,[15] which can now detect corner[16] types and floor variations[17] – such as carpets, hard floors, mats – for smarter cleaning. The seminar included a demonstration of the HexaJet Motor, AI algorithm, and All-in-one clean station, demonstrating Samsung’s innovative advancements across both hardware and software offerings.

To find out more about Samsung’s latest home appliance innovations, visit Samsung.com.

[1] A Wi-Fi connection and a Samsung account are required to access the AI Home, our network-based service, including apps, and other smart features available through your refrigerator. You may need to use a separate device e.g., your laptop/desktop or mobile device, to create/log into a Samsung Account. If you choose not to log-in, you will not be able to enjoy any features available on the AI Home, such as the services available on the SmartThings App and the phone call features. Recipe recommendations and Bixby accessible through the AI Home utilize AI (based on deep learning models, which may be updated periodically to improve accuracy). To access your AI recipe recommendations, click on the ‘Food’ service within the SmartThings App in the AI Home menu.

[2] A Wi-Fi connection and a Samsung account are required. Third-party devices must by SmartThings compatible.

[3] Availability varies by market

[4] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Its service availability may vary depending on the country, language, and dialect.

[5] Available starting from 2025 June through over-the-network update. Timeline may vary depending on the service region or model.

[6] To use calendar feature, users need to either register their schedule directly on the refrigerator or link their mobile phone calendar in advance. Only Google or Microsoft calendars saved under a Google or Microsoft account can be synced with the Bespoke AI Refrigerator with AI Family Hub. (Refrigerators with AI Home support Google Calendar only.)

[7] When a user registers a device through the SmartThings app, a one-time sync notification may appear via a plug-in. If the user signs into their Samsung account on a refrigerator and related settings are stored in the cloud, this data may be transmitted once to the device. Screen settings can be modified at any time, and any changes will be saved and remain in effect unless manually updated.

[8] Appliance must support Wi-Fi and connect to SmartThings to activate service. Users can activate the service on the SmartThings.

[9] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required

[10] Fabric sensing uses an AI algorithm to sense three fabric types (Normal, Delicates, Towels) for loads up to 3kg. Mixed fabrics may reduce detection accuracy. Actual results may vary depending on individual use. To prevent wear, wash alike fabrics together.

[11] Only available when drying a single type of fabric.

[12] Based on an AI-created algorithm and internal testing using the AI Wash+ cycle on an 3kg load. A turbidity sensor operates for all weights, while fabric sensing operates for 3kg and under. Actual results may vary depending on individual use.

[13] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard, using a handheld type vacuum cleaner (with no brush) in Jet mode. The results were compared to cordless stick vacuum models available on the market with a stated suction power within 30% of the actual suction power of the Samsung model tested by SLG. Based on sales data between January 2024 and December 2024 as compiled by an independent market research institute.

[14] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the non-motorized tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.

[15] The updated functions of AI Cleaning Mode 2.0 can be activated after registering the stick vacuum cleaner on the SmartThings App. The operation of AI Cleaning Mode 2.0 may be limited in certain environments, such as when the All-in-one Clean Station is unplugged or Wi-Fi connection is unstable or the Bluetooth connection status between the stick vacuum cleaner and the All-in-one Clean Station is unstable. If AI Cleaning mode 2.0 does not work frequently, please move the All-in-one Clean Station to a space without obstacles nearby. To enable continuous function updates, users should keep the Wi-Fi in the house on at all times.

[16] Corner and floor-wall joint detection only operates in hard floor environments. “Corner” refers to the area where two flat and closed walls meet. The suction power increases about 2-3.5 seconds after the brush is pressed against the wall. Recognition accuracy and reaction speed may vary depending on wall shape and actual usage environment.

[17] Ability to identify different cleaning environments and time taken for settings to change can be affected by environmental conditions.

▲ Bespoke AI Jet Ultra in a hallway

Samsung Electronics Co., Ltd. today announced the global rollout of the Bespoke AI Jet Ultra, our most powerful cordless stick vacuum cleaner,[1] which was unveiled at the Welcome to Bespoke AI global event held this month. Featuring the upgraded AI Cleaning Mode 2.0 and advanced HEPA filtration system, this latest innovation builds on Samsung’s leadership in smart home cleaning appliances.

“Samsung has proven its next level innovation in the cordless stick vacuum cleaner segment by launching our most powerful model in the world,” said Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “Building on the previous achievement of the Bespoke Jet AI, which was our first UL verified AI-powered cordless stick vacuum cleaner,[2] we’re confident that this new model will be a true game changer in the global market.”

Clean Thoroughly with Our Most Powerful Suction Power

▲ Bespoke AI Jet Ultra in a living room

The Bespoke AI Jet Ultra delivers suction power of up to 400W[3] to handle even the tough cleaning tasks. The HexaJet Motor is the key component that generates high suction power. Its unique Hexagon stator structure with a second-stage diffuser and an impeller with the reduced thickness improve airflow and increase motor efficiency, thus enabling up to 400W of suction power. Plus, the motor allows the vacuum cleaner to run for up to 100 minutes on one battery when using Min mode,[4] so users can clean their whole house in one go.

Intelligent Cleaning Support through AI Cleaning Mode 2.0

▲ Bespoke AI Jet Ultra in a dress room

The Bespoke AI Jet Ultra also introduces the upgraded AI Cleaning Mode 2.0.[5] By sensing the brush load and vacuuming air pressure, this mode can classify a total of six different cleaning environments[6] using Samsung’s AI Optimum Tech and automatically adjust the cleaning performance. When using the Active Dual Brush, it can recognize whether a carpet is normal or long-pile. The vacuum cleaner senses corners[7] with the Slim LED Brush+, as well. And by adjusting the suction power and brush speed[8] for the different cleaning environments, it uses power more efficiently, reducing battery power use by 21% and increasing maneuverability by 8% with performance akin to Mid mode.[9]

Advanced HEPA Filtration System

Complementing this powerful and intelligent experience, Samsung has enhanced the filtration system to help capture dust particles as air is expelled from the vacuum cleaner. The Bespoke AI Jet Ultra features a Multi-layered Filtration system that effectively traps fine dust.[10] When air comes in, internal compartments like the cyclone and a metal mesh grille filter catch dust particles in succession. As a result, it achieves a filtration efficiency of 99.999%.[11]

Another distinctive benefit is that Samsung has implemented HEPA filtration into its Multi-layered Filtration system. With this system, the Bespoke AI Jet Ultra captures dust particles as small as 0.3µm, allowing less dust[12] to escape into the air.

For more information, visit: https://www.samsung.com/my/vacuum-cleaners/stick/bespoke-jet-ai-ultra-satin-greige-vs90f40dfg-me/

[1] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard, using a handheld type vacuum cleaner (with no brush) in Jet mode. The results were compared to cordless stick vacuum models available on the market with a stated suction power within 30% of the actual suction power of the Samsung model tested by SLG. Based on sales data between January 2024 and December 2024 as compiled by an independent market research institute.

[2] In May 2023 it was our first cordless stick vacuum cleaner to receive AI certification from UL Solutions, a leading independent safety science organization.

[3] Based on testing by SLG Prüf- und Zertifizierungs GmbH, in accordance with the IEC 62885-4 Cl.5.8 standard. Measured at the inlet of the non-motorized tool when the dustbin is empty, using Jet Mode and a large capacity battery that is fully charged. Lasts up to 1 min.

[4] The stated run time applies when using a large capacity battery (3970mAh) and the minimum power level with a non-motorized tool attached. Results may vary depending on actual usage.

[5] The updated functions of AI Cleaning Mode 2.0 can be activated after registering the stick vacuum cleaner on the SmartThings App. The operation of AI Cleaning Mode 2.0 may be limited in certain environments, such as when the All-in-one Clean Station is unplugged or Wi-Fi connection is unstable or the Bluetooth connection status between the stick vacuum cleaner and the All-in-one Clean Station is unstable. If AI Cleaning mode 2.0 does not work frequently, please move the All-in-one Clean Station to a space without obstacles nearby. To enable continuous function updates, users should keep the Wi-Fi in the house on at all times.

[6] The ability to identify different cleaning environments and the time it takes to change the settings can be affected by environmental conditions.

[7] Corner and floor-wall joint detection only operates in hard floor environments. “Corner” refers to the area where two flat and closed walls meet. The suction power increases about 2-3.5 seconds after the brush is pressed against the wall. If the brush contacts only one side of the corner or if there is a gap in the corner, it may not be recognized as a corner, and the recognition accuracy and reaction speed may vary depending on the wall shape and actual usage environment.

[8] The brush rotation speed (rpm) can only be adjusted when using the Active Dual Brush.

[9] Based on internal testing when using the Slim LED Brush+, in accordance with the global average ratio of the floor composition – wooden floor 76% and carpet 24%. It achieves the same cleaning

performance as Mid mode with 2% or less difference in cleaning efficiency, in accordance with the IEC 62885-2 Cl. 5.1 and 5.4 standard. The battery consumption was measured based on the actual amount of power consumed while using the vacuum cleaner for 35 minutes from a fully charged state. The maneuverability is based on the actual measured value in accordance with the IEC 62885-2 Cl. 7.3.9 standard. Results may vary depending on the actual usage conditions.

[10] Refers to dust particles in the size range of 0.5 to 4.2µm.

[11] Based on internal test in accordance with the IEC 62885-2 Cl. 5.11 standard, using Jet Mode. Results may vary depending on actual usage.

[12] Based on testing by SGS-IBR Laboratories, in accordance with the ASTM F3150 standard, using Jet Mode. Results may vary depending on actual usage. Compared to our non-HEPA filter model. Refers to dust particles with the size of 0.3µm or above.

Samsung is introducing a new era of smart home living with the all-new Bespoke AI Range. Designed to bring innovation, intelligence, and elegance into your everyday routines. With seamless connectivity and AI-powered performance, these next-generation appliances are built to simplify life and elevate your home experience.

Leading this lineup is the Bespoke AI Side-by-Side Refrigerator with AI Home, designed to adapt your lifestyle through intelligent features and an elegant 9” LCD display. This screen offers quick access to key functions, personalized services, and SmartThings Food – a connected feature that lets you keep track of ingredients, plan meals, and reduce food waste with ease.

Also available in the lineup are models equipped with the Family Hub screen, delivering rich visual interaction with personalised recipes, shared calendars, and more, as well as a Food Showcase Door model that enhances accessibility. Across the range, all three models share standout innovations including Auto Open Door, AI Energy Mode, and SmartThings connectivity—bringing convenience and intelligence into every kitchen. With Auto Open Door, you can access the fridge with a light touch, while AI Energy Mode helps you save energy by up to 10%. Integration with SmartThings allows for smarter control and food management, creating a fully connected kitchen experience.

The Bespoke AI Jet Ultra, completes the lineup as Samsung’s most powerful cordless stick vacuum to date. With a suction power of up to 400W, it offers deep and efficient cleaning on surfaces. AI Cleaning Mode adapts in real time to various environments, while the All-in-One Clean Station automatically empties the dustbin and charges the device—minimizing exposure to dust. Its HEPA Filtration System promotes cleaner air by effectively capturing fine particles, making it ideal for households that prioritise cleanliness and indoor air quality.

From a refrigerator that helps manage your meals and energy use, to a powerful vacuum that delivers intelligent cleaning, these AI-powered appliances are built to understand your lifestyle and elevate it with ease.

Pre-order now for exclusive benefits with Bespoke AI[1]

From 21 March to 22 April 2025, pre-order your preferred Samsung home appliances from the latest Bespoke AI range and enjoy savings of up to RM1,800 on selected products.[2] Plus, receive up to RM1,000 in Touch ‘n Go (TNG) eWallet credit with selected pre-orders, redeemable from 21 March to 4 May 2025.[3]

That’s not all – if you have registered your interest in the new Bespoke AI range by submitting the online Registration of Interest form during the Registration of Interest Promotion Period, you can enjoy even more savings by stacking your RM200 Registration of Interest voucher. Don’t forget to use your RM400 Samsung Reservation+ voucher if you purchased it for RM100 during the Promotion Period.[4]

To pre-order the latest Bespoke AI range, visit:https://www.samsung.com/my/home-appliances/bespoke-home/

[1] Promotion is valid while stocks last and on a first-come, first-served basis. Terms and conditions apply.

[2] While stocks last. Terms and conditions apply.

[3] While stocks last. Terms and conditions apply.

[4] Samsung Reservation+ is not applicable for Samsung Authorized Online Flagship Store (Shopee and Lazada). While stocks last and on first come first served basis. Terms and conditions apply.

[5] While stocks last. Terms and conditions apply.

Imagine a home that understands you. With the new range of Bespoke AI Side By Side Refrigerator and Bespoke AI Jet Ultra, your home becomes more intelligent, efficient, and seamless than ever. Be among the first to experience this next-level convenience and enjoy an exclusive early access deal!

Follow these simple steps below to register and unlock exclusive rewards:

1. Register your interest on our official website from 12 March – 25 March 2025 to receive RM200 Registration of Interest voucher![1]
2. From 12 March – 25 March, score additional savings by paying RM100 to receive RM400 Samsung Reservation+ voucher.[2]

Registration of Interest voucher and Samsung Reservation+ voucher can be redeemed from 26 March – 22 April 2025, unlocking great savings to purchase selected new models from the Bespoke AI range.[3] Be sure to stay ahead of the curve and don’t miss this chance to simplify your life with the Samsung Bespoke AI technology!

To register your interest, please visit: https://www.samsung.com/my/onelaunch/?cid=my_ow_social_pr_da1h25_tease_25da-onelaunch_article_none_none

To purchase the Samsung Reservation+, please visit: https://www.samsung.com/my/gift-card/e-vouchers/pre-registration-da-evoucher

To learn more, please visit: www.samsung.com.my

[1] While stocks last. Terms and conditions apply.

[2] Samsung Reservation+ is not applicable for Samsung Authorized Online Flagship Store (Shopee and Lazada). While stocks last and on first come first served basis. Terms and conditions apply.

[3] Samsung Reservation+ is not applicable for Samsung Authorized Online Flagship Store (Shopee and Lazada). While stocks last and on first come first served basis. Terms and conditions apply.