Samsung Newsroom recaps each regional seminar with on-site highlights and photos.

United States: Large-Capacity Washer-Dryers Win Praise for Practicality and Efficiency

2025 DA Global Tech Seminar held in the U.S.

The U.S. Tech Seminar took place on March 18 at Samsung Home, a Bespoke AI experience space in SoHo, New York City — a neighborhood synonymous with art and creative living.

American consumers tend to prioritize practicality and efficiency. Taking this into account, Samsung set up a dedicated experience zone for the large-capacity Bespoke AI Laundry Vented Combo, featuring a product cutaway mock-up that allowed visitors to intuitively understand the product’s core technologies and features. In addition, a live cooking demonstration showcased the AI capabilities of the Bespoke AI Oven, while the Bespoke AI Hybrid Refrigerator — which boosts energy efficiency using a semiconductor-based Peltier module — also mesmerized guests.

Europe: Bespoke AI Jet Ultra Takes Center Stage With Industry-Leading Suction Power

2025 DA Global Tech Seminar held in Germany

On the same day, the European Tech Seminar kicked off in Frankfurt, Germany, at World of Samsung — a global showcase designed to provide an in-depth look at Samsung’s products.

A key highlight was the Bespoke AI Jet Ultra, which features the world’s most powerful suction for a cordless stick vacuum cleaner at 400W. Samsung developers gave presentations, offering insight into the vacuum cleaner’s high-performance engineering. The Bespoke AI Jet Ultra recently earned 4.5 out of 5 stars from U.K.-based review outlet Trusted Reviews and ranked first among 43 cordless vacuums tested by German IT outlet Chip.

Latin America: SmartThings-Connected Home Appliances Growing at Twice the Global Rate

2025 DA Global Tech Seminar held in Mexico

The Latin America Tech Seminar took place on June 3 in the vibrant metropolis of Mexico City, Mexico, drawing media and influencers from 13 countries to experience Samsung’s new lineup firsthand. Consumers in the region have shown high interest in connected living, with SmartThings-connected appliance adoption growing at more than twice the global average.[2]

Reflecting this demand, demonstrations highlighted various features including Map View, Bixby, Routines — all easily accessible via SmartThings or the AI Home screen. Attendees also visited Sam’s House, a premium residential showroom where they engaged in hands-on interactions with Samsung’s connected products.

Southeast Asia: AI Appliances Optimized for Hot, Humid Climates

2025 DA Global Tech Seminar held in Thailand

On June 20, Samsung held the Southeast Asia Tech Seminar at a showroom in Bangkok, Thailand, where attendees explored the company’s latest products in settings simulating both commercial and residential spaces.

Through demonstrations, attendees experienced how the Voice ID feature on the Bespoke AI Family Hub refrigerator can recognize individual voices to deliver personalized responses. They also saw how Samsung is localizing AI home appliances to better suit Southeast Asia’s hot and humid climate — for example, the 1-Way Cassette system air conditioner and the Bespoke AI Top Load Washer. “The use of AI to enhance user experience and facilitate both usage and energy savings is particularly valuable and useful,” said Kemachad Gunpai of Future Trends Thailand who attended the seminar.

Southwest Asia: AI-Powered, Efficient Cooling Solutions in the Spotlight

2025 DA Global Tech Seminar held in India

Held on June 25 in Gurugram, India, the Southwest Asia Tech Seminar focused on SmartThings-connected solutions and energy-efficient features tailored to local preferences.

Among the demonstrations were AI appliances responding to sleep patterns detected by motion sensors, alongside cooling solutions tailored for Indian consumers. Attendees also received detailed explanations on how to track energy usage via SmartThings, a particularly relevant feature amid rising electricity costs. Samsung employees also explained how each product operates in AI Energy Mode to maximize efficiency and minimize energy consumption.

“Samsung will continue to develop and expand the Global Tech Seminars in ways that reflect the unique local characteristics of each region,” said Soohyuk Ro, Vice President and Head of Tech Insight Group at Digital Appliances (DA) Business, Samsung Electronics, as the seminars came to an end. “In doing so, we will provide even deeper insights into how Samsung’s AI Home and innovative AI appliances can bring meaningful benefits to daily life for everyone.”

[1] Product names and features mentioned in this article may vary by region.

[2] Based on internal data from Samsung, aggregated via BDC (BI & Analytics), reflecting the cumulative annual ratio of Wi-Fi-connected devices.

Tech Seminar sessions are a longstanding program, having delivered detailed information and exclusive hands-on experiences with new products for the past 13 years. As part of Samsung’s Visual Display vision — “We look out of the box to inspire new ways of life” — this year the company is displaying select, cutting-edge technologies from its 2024 lineup that offer new lifestyles and new ways of consuming content.

The 2024 European Tech Seminar in Frankfurt sets the stage for similar sessions in major regions worldwide later this year, including Southeast Asia and Latin America. At these events, Samsung will feature new technologies that span across the latest TVs and lifestyle product lineup:

• Samsung’s 75-inch Neo QLED 8K QN900D incorporates the new and powerful NQ8 AI Gen3 Processor, which supports features like 8K AI Upscaling Pro and AI Motion Enhancer Pro for the best Neo QLED 8K visuals to date.
• The 2024 Tizen OS brings content front and center, offering a personalized experience based on different accounts set up on smart TVs. Tizen features services such as Samsung Gaming Hub, an all-in-one game streaming discovery platform, with content recommendations for a convenient and tailored cloud gaming experience.
• Music Frame is a customizable wireless speaker designed to seamlessly blend into its surroundings. It can operate as a standalone speaker, or it can pair with a Samsung TV and soundbar via Q-Symphony to deliver a more immersive viewing experience with surround sound.
• New OLED Glare Free technology was specifically designed for Samsung’s 2024 OLED screens and preserves color accuracy and image sharpness while reducing reflections from nearby lighting. The new, specialized hard-coating layer and surface coating pattern overcomes the trade-off between gloss and reflection.

▲ Martin Kim, Picture Quality Solution Lab at Samsung Electronics, explains that the 2024 Neo QLED 8K incorporates the new and powerful NQ8 AI Gen3 Processor, supporting AI-backed features such as 8K AI Upscaling Pro and AI Motion Enhancer Pro.

▲ Andrew Sohn, Picture Quality Solution Lab at Samsung Electronics, shows off Samsung’s AI engine that can instantly optimize picture and sound quality based on the game or genre being played.

▲ Haylie Jung, Picture Quality Solution Lab at Samsung Electronics, demonstrates how users can set up their own profiles on the 2024 Tizen OS for Samsung Smart TVs to enjoy a customized experience including personal recommendations.

▲ Haylie Jung, Picture Quality Solution Lab at Samsung Electronics, demonstrates how users can set up their own profiles on the 2024 Tizen OS for Samsung Smart TVs to enjoy a customized experience including personal recommendations.

“Kicking off our Tech Seminar series is always something we look forward to,” said Yong-Jae Kim, Executive Vice President of Visual Display Business at Samsung Electronics. “Each year we have the opportunity to meet with local media and professionals, not just to provide in-depth demonstrations and explanations on new technology, but also to discuss the products we are most excited about and hear their feedback.”

For more information on Samsung’s 2024 TV and lifestyle product lineup, visit samsung.com.