Samsung Electronics Co., Ltd. held the 2026 edition of The Brief event in Hanoi, Vietnam on 14 October, showcasing its extensive digital appliance portfolio of business solutions and home appliances.

“Samsung’s ambition has always been to deliver new innovations and we have demonstrated how technology can truly add value through our broad range of AI-enabled products and solutions for consumers and businesses,” said Bernard Ang, Regional Head of Home Appliances, Vice President, Samsung Electronics Southeast Asia and Oceania. “Our line-ups are designed to meet real-user needs and as we continue to introduce new innovations, we will focus on expanding the reach of products to benefit more customers, enhance AI experiences for further convenience and personalization, and strengthen the reliability and durability of appliances for both homes and enterprises.”

The Brief Hanoi was attended by more than 50 journalists and influencers from Indonesia, Malaysia, Singapore, the Philippines, Thailand and Vietnam, who gathered for an in-depth look at Samsung’s latest appliances from different product categories including laundry, refrigerators, and air conditioners.

The event was held at the newly opened Samsung Business Experience Studio (BES) in Hanoi, a space designed to simulate real-world scenarios across various industries, offering customers and visitors the opportunity to experience how Samsung’s wide range of products can be deployed in fields like education, hospitality, and other commercial environments.

Advancing the Future of Smart Cooling Solutions

Samsung has expanded its HVAC (Heating, Ventilation and Air Conditioning) portfolio across residential and commercial environments — enabling users to leverage AI-driven features and SmartThings connectivity. With the acquisition of European HVAC specialist FläktGroup – which has over a century of accumulated technological expertise and design capabilities – Samsung is also further expanding into industrial applications like data centers, broadening its line-up of diverse HVAC solutions for more customers.

Central to the line-up is WindFree^TM technology, which has been refined over the past decade and now anchors the latest Bespoke AI WindFree Pro Air Conditioner. This model features a streamlined form that allows the air conditioner to fit naturally integrate into the surrounding space and comes equipped with AI-powered technologies for personalized comfort. AI Motion Wind adapts airflow based on user preferences and movements while WindFree Wearable Good Sleep can connect to a compatible wearable device¹ and utilize body signals to automatically adjust the cooling performance based on the user’s sleep state.

Attendees at the event were also given a first look of the 2027 new room air conditioner. The upcoming model comes with a new design featuring a rounded shape and split design on the lower blade, with a fabric-like texture. In addition to its new visual appearance, this model also expands access to AI and smart features such as AI Energy Mode².  

Laundry Solutions for Evolving Business Needs

As Samsung expands its presence in B2B business, the company broadens its product portfolio to meet diverse B2B needs, including laundry solutions, built for best-in-class performance, reliability and ease of operations.

The 18kg washer offers powerful and fast performance even for large loads and items such as king-sized bedding. Washing cycles are efficient, with a normal cycle taking 36 minutes to complete³, while Bubble Wash technology ensures effective removal of stains or detergent on clothes. Meanwhile, equipped with a vent system, the 14kg dryer supports speed drying – with heavy duty loads being completed within 45 minutes⁴. 

With durability a top priority for laundry equipment, the washer is fitted with Vibration Reduction Technology Plus (VRT+) to reduce vibrations⁵ which can accelerate wear and tear of internal parts. Both appliances are also easy to operate and maintain. The Manager Mode on the washer enables convenient adjustment of settings such as rinse and water levels, and with Wi-fi connectivity, operators can also remotely monitor the status and performance of the machine.

Samsung’s approach for the B2B sector is not limited to supporting partners with our expanding product line-ups. As modern building management shifts toward greater efficiency and optimized operations across entire sites — Samsung solutions are designed to work as one. SmartThings Pro, Samsung’s integrated B2B IoT platform, connects HVAC and other devices across residential, retail, hospitality and corporate environments, enabling businesses to manage multiple sites, automate operations and monitor energy use through customized dashboards, and enterprise API integrations.

Reimagining the Connected Home Through AI-Powered Experiences

At the seminar, Samsung highlighted its commitment to making home living smarter and more seamless, demonstrating how its AI-powered appliance ecosystem comes together to support consumers by adding convenience to everyday life. Intelligent features in Samsung refrigerators for example, can help users manage their food inventory, offer personalized recommendations, and simplify everyday decision-making with AI-powered experiences.

With the recent update, refrigerators like the Bespoke AI Refrigerator Family Hub can make planning and preparation of meals much easier. Combining with cloud intelligence, enhanced AI Vision can now recognize more food items than before with greater accuracy, while the SmartThings Food can recommend recipes based on the ingredients a user currently has. Additionally, the new FoodNote widget introduced this year offers tailored suggestions for a shopping list, by analyzing consumption patterns to identify frequently consumed items.

Beyond the Purchase: Appliances That Evolve with Users

Samsung’s connected home is a unified and personal experience across home appliances and services — one designed to keep improving long after purchase.  

To ensure users can continue to enjoy enhanced experiences over time, eligible appliances come with up to seven years of software updates⁶. The latest update in September included upgrades to AI Vision and Now Brief for select refrigerator models globally, with the new capabilities showcased during The Brief Hanoi. Additionally, enhanced Bixby⁷ experiences for natural voice interactions now also provide users with more intuitive controls for their appliances.

With Samsung’s Home Appliances Remote Management (HRM) service⁸, users can provide consent to access real-time remote solutions for product issues. When problems are detected, users can be guided to identify and diagnose the cause, and are provided with step-by-step instructions on how to proceed. If an on-site visit is necessary, HRM can also allow technicians to review diagnostic data in advance, supporting a more efficient experience.

Samsung’s expanding portfolio of intelligent appliances, AI-powered experiences and connected services are evolving alongside the needs of consumers and businesses across Southeast Asia and Oceania. By seamlessly integrating these elements, Samsung continues to deliver more meaningful, everyday AI experiences for all.

To find out more about Samsung’s latest home appliances innovations, visit: https://www.samsung.com/my/.

1. It can be used when linking a Samsung smartphone with Samsung software One UI version 4.0 or later and a wearable device that supports Wear OS: Galaxy Watch 4 or later, Fit 3 or later, Galaxy Ring. ︎
2. Specifications are subject to change. Design and specifications may vary depending on region. AI and Smart features will be available on select models. ︎
3. Based on internal testing using a Normal cycle with an 8lb DOE (cotton 50% + polyester 50%) load. Individual results may vary based on actual load contents. ︎
4. Individual results may vary based on actual load contents. ︎
5. Based on internal testing. Compared to a Samsung conventional model without VRT+. ︎
6. The user will be alerted of updates through the appliance screen when available. Available on Wi-Fi-enabled Samsung appliances produced since 2024. Some updates may have limitations depending on the hardware. ︎
7. 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).  ︎
8. HRM is supported on SmartThings-enabled models released after 2019. Must download the SmartThings app available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ︎

Between managing energy bills, keeping the fridge stocked, and staying on top of household chores, running a home can sometimes feel like a full-time job. But what if your home could help manage those tasks for you?

Powered by SmartThings¹, Samsung TVs and Bespoke AI appliances come together to deliver a smart home experience through one connected ecosystem. This single platform allows you to monitor devices, automate routines and optimize everyday tasks, creating a home that adapts to your lifestyle so you can fully enjoy moments at home without worrying about the next task.

Whether you’re looking to reduce energy consumption or simplify chores, SmartThings work quietly in the background to enable better living.

What’s the best way to reduce energy use and effort on household chores?

Laundry is one of the most time-consuming household chores, often requiring a lot of attention while draining significant amounts of energy. Samsung’s Bespoke AI laundry solutions are designed to simplify laundry care while optimizing energy consumption throughout the washing and drying process.

Do the Smart Thing with SmartThings: Activate AI Energy Mode³ on your Samsung Bespoke AI Laundry Combo to automatically reduce energy consumption by up to 60%⁴ per wash cycle and by up to 30% per drying cycle⁵.

While you get on with other tasks, your Bespoke AI Laundry Combo takes care of the laundry efficiently:

• Smarter laundry with less effort: AI Wash & Dry on the Bespoke AI Laundry Combo automatically detects the weight of each load and adjusts water usage, detergent dosage, and cycle duration accordingly⁶.
• Intelligent, laundry care: Heatpump Drying Technology on theBespoke AI Laundry Combo recycles warm air during drying, reducing unnecessary energy usage up to 75%⁷.

How can I keep groceries fresh and stay on top of my kitchen?

We’ve all been there – finding ingredients in the fridge that are no longer fresh when you finally need them. With the Bespoke AI Refrigerator AI Home and SmartThings, homeowners gain greater visibility and control over one of the major appliances in their home.

Do the Smart Thing with SmartThings: Enable SmartThings notifications such asDoor Open Notification⁹ to receive alerts whenever the refrigerator door is accidentally left ajar, helping prevent cold-air from escaping unnecessarily and affecting freshness of any food inside.

From keeping ingredients fresh to providing convenient access to recipes and connected devices, your Bespoke AI Refrigerator AI Home supports everyday life in more intelligent ways: 

• Get recipes and all other information you need: The built-in 9″ AI Home¹⁰ extends the SmartThings experience by providingaccess to connected Samsung devices, apps, recipes and home controls directly from your refrigerator door.

How do I stay cool all day without worrying about electricity costs?

When temperatures rise, staying comfortable often means relying more heavily on air conditioning. The challenge is keeping your home cool constantly without worrying about electricity consumption.

Introducing the Samsung Bespoke AI WindFree Air Conditioner, a split-system air conditioner that gently and evenly disperses air to cool the room, creating a comfortable environment without the unpleasant feeling of cold wind on your skin¹¹.

Do the Smart Thing with SmartThings: Set up Away Mode¹² within SmartThings to automatically switch off selected connected appliances when you leave home. Using geofencing technology, SmartThings can detect when household members are away and help prevent unnecessary energy consumption.

While you are relaxing comfortably, your Bespoke AI WindFree Air Conditioner keeps high costs at bay:

• Intelligent energy use savings: AI Energy Mode¹³ continually analyses usage patterns and environmental conditions to optimize compressor operation, making efficient adjustments for all-day comfort while reducing excessive energy use.

Can I set up a smart home easily with just my TV?

When you think about smart homes, you might imagine additional hubs, sensors and expensive setups. In fact, your smart home journey can begin with a device you already have at home.

Other than the SmartThings app on your mobile phone, many Samsung TVs enable users to control and optimize compatible Samsung devices for a more tailored and smarter lifestyle¹⁴.

Do the Smart Thing with SmartThings: Open the SmartThings app on your Samsung TV to expand your TV’s role in managing connected Samsung devices throughout your home, directly from the dashboard.

The true value of a smart home is not simply having more smart devices. It is having devices that work together seamlessly. With SmartThings at the center of the experience, your Samsung TV and Bespoke AI appliances become part of a connected ecosystem that helps automate everyday chores and simplify household management.

Whether you’re looking to elevate life at home, or find smarter ways to manage everyday routines, Samsung’s connected devices and appliances work seamlessly behind the scenes to simplify household management, so you can spend less time working on tasks and more time enjoying life at home.

1. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ︎
2. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. ︎
3. Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Can be applied when the selected washing temperature is 20~40°C. Based on internal testing on the WW11BB944AGB model in normal usage conditions. Results: Power consumption without AI Energy Mode = 0.539 KWh. Power consumption with AI Energy Mode = 0.145 KWh. Results may vary depending on the actual usage conditions. ︎
4. Based on internal testing of the cycle time when drying an IEC 3 kg load with Cotton cycle. Results: Bespoke AI Laundry Combo model with a heat pump (WD*0****H***) = 78 minutes vs. WD21B6400KV/** combo model with a condenser = 202 minutes, which is a reduction of 60%. Individual results may vary based on actual load contents. ︎
5. Based on internal testing and verified by KATRI with IEC 3kg on AI Wash & Dry cycle with AI Energy Mode ON. ︎
6. AI Wash & Dry’s detection and sensing capabilities are based on our deep learning models trained using predefined set of data and may yield inaccurate or incorrect results. New datasets may be introduced to our learning models from time to time to enhance its accuracy. A turbidity sensor operates for all weights, while fabric sensing operates for 8lbs and under. Actual results may vary depending on individual use. To prevent wear, wash like fabrics together. ︎
7. Based on internal testing and verified by KATRI (Korea Apparel Testing Research Institute) of the cycle energy consumption when drying an IEC 3kg load with Cotton cycle ︎
8. Bespoke AI Refrigerator Family Hub is sold in Malaysia as Bespoke AI Refrigerator AI Home ︎
9. Available on Android and iOS devices. Wi-Fi connection and login to Samsung account required. ︎
10. 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. The AI Home screen activates only upon touch. Appliances must be connected to the refrigerator via the SmartThings App and using the same Samsung account. Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Its service availability may vary depending on the country, language, and dialect. ︎
11. Based on internal testing. Tested on the AR12TXCAAWKEU model compared with the Samsung conventional AQ12EASER model, measuring the time taken to reduce the room temperature from 33°C to 25°C. **Based on internal testing. Tested on the AR12TXCAAWKNEU model. WindFree mode generates only 23dB of noise, compared to 26dB with the Samsung conventional model. ︎
12. The Welcome & Away Care (energy saving notification) function uses smartphone Geofencing and GPS to determine whether you are close to your personal set location. ︎
13. Based on internal testing on the AR07D9181HZ3 model. The compressor’s indicated frequency is reduced by 27% using the compressor’s lowest output control, which is reduced from the existing 15rps to 12rps (may differ by model).. Requires the use of the SmartThings App and a Samsung account. Actual savings may vary by usage patterns and environment. ︎
14. Available technology, functions and features may vary by country, service provider, network environment or product, and are subject to change without notice. Requires a Wi-Fi, Bluetooth or other wireless network connection and login to Samsung account. Connected devices are sold separately. UI is subject to change without prior notice. ︎

In many Malaysian households, air-conditioning is no longer a luxury — it is part of everyday living. But while cool air brings comfort, it can also create an unexpected challenge: keeping the home comfortable for everyone, especially the most sensitive members of the family such as infants and the elderly.

Anyone who has lived in a multi-generational household is familiar with squabbles over the air-conditioner remote. While younger family members may prefer a cooler room, older adults often find it too cold. Research on thermal comfort among older adults in Malaysia has found that seniors are particularly sensitive to temperature and airflow, with comfort levels influenced by factors such as age-related physiological changes, personal preferences and environmental conditions¹. In a tropical climate like Malaysia’s, maintaining a comfortable indoor environment is not simply about making a room colder — it is about creating a balanced cooling experience that supports rest, well-being and quality of life.

This is where the Samsung Bespoke AI WindFree Air Conditioner is designed to make a meaningful difference; by redefining what “cooling” feels like at home.

Gentle, intelligent cooling designed for real life

At the heart of the WindFree experience is Samsung’s signature airflow innovation: 23,000 micro air holes across the front panel. Instead of strong cold drafts, the system gently disperses air to create a “still air” environment that cools the room evenly — without the uncomfortable sensation of direct cold wind. This makes it especially suitable for overnight use in shared family spaces where comfort needs vary across generations.

Users can also choose from 5 Motion Wind modes, each designed for different cooling needs:

• Max Wind: delivers cooling up to 15% faster for instant comfort
• Surround Wind: distributes airflow evenly across the room
• Long Reach Wind: extends cooling coverage twice as far
• Down Wind: pushes warm air downward quickly for faster temperature balance
• WindFree Cooling: maintains a soft, gentle breeze-free environment for continuous comfort

Rather than relying on harsh bursts of cold air, the system adapts airflow distribution to maintain stable comfort throughout the night — ideal for households with babies, elderly parents, or multi-generational living arrangements.

Smarter energy use for everyday savings

Beyond comfort, the Bespoke AI WindFree system is also designed with efficiency in mind. By using AI-driven analysis of usage patterns and surrounding conditions, it helps optimize compressor operation to avoid unnecessary fluctuations; reducing energy consumption by up to 30%.²

This combination of intelligent cooling and energy efficiency is one of the reasons Samsung continues to earn strong consumer trust. In fact, according to a survey conducted in July 2025, 55% of Samsung air-conditioner owners report being highly satisfied with their purchase; significantly higher than the 16% reported among owners of other air-conditioner brands³, underscoring Samsung’s reputation for reliability, performance and innovation.

More importantly, consumers consistently cite four key reasons for choosing Samsung air conditioners: energy-efficient performance that helps keep electricity bills in check, excellent value for money, intelligent features such as AI-powered cooling and SmartThings connectivity, and the assurance that comes with one of the world’s most trusted consumer electronics brands⁴. Together, these strengths make Samsung air conditioners a smart long-term investment for families seeking greater comfort, convenience and peace of mind at home.

Designed for the modern family

The Bespoke AI WindFree Air Conditioner is ultimately built around a simple idea: comfort should not come at the expense of deciding who it should prioritize. Whether it is ensuring a baby sleeps soundly through the night, or allowing elderly family members to rest without discomfort from overcooling, the system brings a more thoughtful approach to indoor climate control.

In a home where every generation matters, cooling is no longer just about lowering temperature — it is about maintaining balance, comfort, and care for everyone under one roof.

Shop the latest Bespoke AI WindFree Air-Conditioner here: Samsung Inverter & Non-Inverter AC Air Conditioners

1. Shi Yin Chee, Older adults’ lived experiences of thermal comfort in senior-friendly accommodations for healthy aging in humid tropics, Asia Pacific Journal of Marketing and Logistics, Volume 38, Issue 1, 2024, Pages 7-28, ISSN 1355-5855, https://doi.org/10.1108/APJML-03-2024-0317 ︎
2. The testing was conducted Samsung’s 132m² residential environment laboratory temperature of 35°C/24°C (dry bulb/wet bulb, KS C 9306: air conditioner. Results provided to and interpreted by Intertek, comparing the power consumption between AI energy mode on and off in AI comfort mode of AR07D9181HZN model. Actual savings may vary by usage patterns and environment and the set temperature may increase by up to 2 degrees. Requires the use of the SmartThings App and a Samsung account. ︎
3. Samsung’s Members Connect AC Pain Points & Needs Share Back Report 2025 which was conducted with 58 participants, aged 18 to 55 years old in July 2025, in Malaysia. ︎
4. Samsung’s Members Connect AC Pain Points & Needs Share Back Report 2025 which was conducted with 58 participants, aged 18 to 55 years old in July 2025, in Malaysia. ︎