Homeowners in Southeast Asia today are paying greater attention to creating modern living spaces of their very own. With increasing interest in both form and function, they are making design choices that more closely intertwine with technology, comfort, and seamless connectivity.

Cooling is one such aspect, which is fundamental to many Southeast Asian homes located in humid tropical climates – for instance, 2025 has been Malaysia’s hottest year in its modern history, with extreme temperatures ranging from 40°C to 45°C[1]. Meanwhile, Northern Vietnam experienced record high temperatures in August 2025, with Hanoi hitting peak temperature at 40.3°C[2]. Naturally, air-conditioners play a critical role in the modern home, providing not only essential comfort but also offering the potential to enhance design harmony and lifestyles through effortless connection, customization, and control.

Shifting Home Design and Interior Aesthetics

When it comes to home design, minimalist, open-plan homes with full-height windows and panoramic glass walls are gaining popularity amongst Southeast Asian consumers. However, these homes often feature square-shaped living areas, making it challenging to identify a suitable wall space for air conditioners without compromising on interior design.

Ceiling-mounted air conditioners are easily incorporated into ceilings, without disrupting design aesthetics

Traditional wall-mounted air conditioners often disrupt intended aesthetics, requiring large sections of uninterrupted wall space, resulting in inflexible interior and potential clash with modern décor. It is no surprise then, that ceiling-mounted system air conditioners (SACs) are emerging as the preferred alternative.

As Jenny Baek, Vice-President and Head of the Air Solution Business Group at Samsung Electronics, explains: “Even if someone isn’t installing floor-to-ceiling glass, they may still want to keep their walls flexible, and system air conditioners give them that freedom”.

In fact, in a recent survey[3], 84% of Thai system air conditioner users expressed high satisfaction, citing effective cooling for large areas and less impact on interior aesthetics as the main benefits.

With flexible installation, WindFree cooling and an intelligent AI system, the WindFree 1Way Cassette is built to meet the demands of stylish, comfortable living.

Samsung’s WindFree 1Way Cassette is an ideal choice to meet such needs. Featuring WindFree technology to effectively maintain a comfortable level of coolness without any unpleasant cold drafts, the air-conditioner disperses cool air through 10,000 micro air holes. Meanwhile its ultra-slim silhouette fits seamlessly into ceiling and blends effortlessly into modern interiors – freeing up walls for art, shelves or curtains and delivering clean, quiet and sleek comfort.

It’s evident that comfort and style are rising priorities for consumers in the region. In 2024, Samsung’s system air conditioner sales in Southeast Asia rose by over 20% from the previous year, with sales of the one-way cassette model alone jumping more than 35%.

Powering Effortless and Smart Living

Beyond design, intuitiveness, adaptiveness, and sustainable use are key for homeowners, with consumers in the Philippines citing energy efficiency and upgraded features as the two most important factors for consideration when purchasing new air-conditioners[4]. 

Effortlessly control the WindFree 1Way Cassette with Samsung SmartThings App

Equipped with built-in Wi-Fi, the WindFree 1Way Cassette works seamlessly with SmartThings to enable all-day comfort, offering centralized control over settings and performance. Working in the background, features like SmartThings Al Energy Mode can automatically adjust settings to reduce energy use by up to 20%[5] for cost and energy savings. Meanwhile, Comfort Humidity Control monitors temperature and humidity to maintain a steady indoor climate.

Designed to offer convenience and effortless support for daily life, the WindFree 1Way Cassette can be configured to switch on automatically when one is on the way home with Welcome Cooling[6]. It can also connect seamlessly to wearable devices like Samsung’s Galaxy Watch or Ring, to track sleep cycles and optimize room temperatures with the AI-powered Good Sleep Mode[7].

In-store Experiences to Make Informed Choices

Traditionally, system air conditioners (SACs) were installed primarily in commercial spaces such as offices, hotels, or large stores, and therefore promoted through specialized distributors or catalogues rather than in general retail environments. However, in the same Samsung research survey[8], customers – for example, those in Thailand – who expressed an intention to purchase system air conditioners also wanted the ability to see and compare them in person, at general electronics stores or large supermarkets, not just through catalogues or installers.

Responding to this shift, Samsung introduced in-store displays for its system air conditioners in Southeast Asia starting in June earlier this year. Shoppers can now view, compare, and purchase models directly at large electronics retailers and supermarkets. The pilot program launched in select locations in Thailand, including Siam Paragon mall, generated overwhelming consumer response.

In-store display of WindFree 1Way Cassette at Siam Paragon Mall

More Southeast Asian consumers can look forward to new opportunities to explore the product portfolio, with Samsung expanding in-store SAC displays to six Southeast Asian markets including Vietnam, Indonesia, Thailand, Philippines and Malaysia this year. Interested consumers are now able to pop into participating stores to experience the technology firsthand and enjoy greater flexibility in how they cool their homes.

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

[1] Climate crisis deepens as Malaysia hits 45°C

[2] Record heatwave blasts northern Vietnam

[3]  Based on the Samsung 1-way cassette AC Study in Southeast Asia conducted across two markets, Thailand and the Philippines, from November to December 2024.

[4]  Based on the Samsung 1-way cassette AC Study in Southeast Asia conducted across two markets, Thailand and the Philippines, from November to December 2024.

[5] Requires the use of SmartThings app and a Samsung account. Actual savings may vary by usage patterns and environment. Savings realized from comparison of power consumption with AI Energy Mode on and off, using AI Comfort Cooling mode at 24°C for cooling and 22°C for heating.

[6] This function may be affected by the GPS conditions.

[7] It can be used when linking a Samsung smartphone with Samsung software One Ul version 4.0 or later and a wearable device that supports Wear OS: Galaxy Watch 4 or later, Fit 3 or later, Galaxy Ring. You must download the Samsung SmartThings App on the wearable device and connect the air conditioner to your home Wi-Fi.

[8] Based on the Samsung 1-way cassette AC Study in Southeast Asia conducted across two markets, Thailand and the Philippines, from November to December 2024.

Samsung’s air conditioners feature the ‘Good Sleep’ mode, helping people have pleasant sleep throughout the night by adjusting the temperature according to sleep stages. This mode has now been upgraded to allow users to connect their air conditioners with their Galaxy Watch series and Galaxy Ring[1], and have the ‘Good Sleep’ automatically activated when they fall asleep.[2]

The Effect of Temperature on Good Sleep

While often overlooked, the influence of a suitable ambient temperature on sleep is immense. The common experience of waking up in the middle of the night drenched in sweat or shivering in cold, is relatable for most people. This year, as a result of global warming, various regions across the globe experience unusual temperature patterns, with nights growing even warmer relative to days. As a result, numerous individuals struggled to get quality sleep, adversely impacting their daily routines and overall mood.

The difficulty and frustration people go through when having trouble sleeping are also reflected in air conditioner sales. Samsung’s air conditioner sales results in Korea showed that sales increased on hot days, but among those hot days, it especially peaked when tropical nights had persisted for consecutive days. People were highly agitated when their sleep was disturbed by heat, indicating a need for more suitable sleeping temperatures. Based upon the observation, Samsung decided to develop a mode on its air conditioners to help people get better sleep during the night.

The key point in this mode however, was that the optimal temperature for sleep is not fixed for the entire period that a person sleeps. This is why although many set their air conditioner to the ‘optimal’ temperature before going to bed, they still wake up. It varies according to the sleep stage a person is at – whether a person is falling asleep, in deep sleep, or waking from sleep. The team, in 2015, partnered with Kyunghee University to find the optimal temperature for each sleep stage, and develop an adequate algorithm for the air conditioner.

How it Functions

The ‘Good Sleep’ mode fluctuates the indoor temperature over a course of a person’s sleep cycle. Sleep consists of 5 stages – wake, REM (Rapid eye movement), and 3 stages of NREM (Non-rapid eye movement sleep). Each stage of sleep includes variations in brain wave patterns, eye movements, and body temperature. These five stages make up one complete sleep cycle which typically lasts about 90 minutes. Throughout the night, this cycle repeats itself approximately four to six times.

The ‘Good Sleep’ cycle adjusts the indoor temperature according to the stage. First, when a person falls asleep, temperature is quickly lowered within 5 minutes to immediately create a pleasant environment. The temperature is kept low consistently during the next 90 minutes to facilitate deeper sleep. Starting from 90 minutes, the air conditioner increases the temperature to prepare for the deeper stages of sleep – N2 and N3. In these stages, body temperature and blood pressure fall the most, indicating that outer temperature needs to be warmer. Temperature is increased within two degrees above target level to prevent awakening due to cold sensation.

Throughout the eight-hour sleep cycle, alternating periods of lighter REM sleep and deeper NREM sleep occur. The ‘Good Sleep’ mode continually modifies the temperature throughout the night, adjusting it approximately three times. Approaching the end of sleep, temperature is kept high, but gentle wind is blown to create a refreshing atmosphere.

Algorithm for Good Sleep Mode, under condition of Target temperature 24 °

In WindFree air conditioners, the Good Sleep mode works with WindFree cold air, and for normal models, air is blown out to meet the target temperature.

Automation with Galaxy Wearables

By connecting with the Galaxy Watch series or Galaxy Ring[3], users can seamlessly enjoy the benefits of the Good Sleep mode without manual adjustments via remotes. Upon purchasing either device, users can enable automatic activation and deactivation of the air conditioner through settings. Once configured, whenever the wearable detects that the user has begun sleeping, it initiates the Good Sleep mode accordingly. If the air conditioner was previously turned off, it will be switched on with the appropriate target temperature for Good Sleep. Alternatively, if it is already running but set too cold, it will adapt to a more comfortable sleeping temperature.

Samsung first attempted this connection back in 2018, before wearables had developed into a steady market like now. Members of the product planning team and software team pioneered collaboration of wearables and home appliances. However, it was only in 2023 when this service properly took place as a feature. By then, the wearable market itself had grown, and it had matured enough so that users even wore the devices to bed. Kyungju Lee, who took part in the project 6 years ago and now leads product planning for Room Air Conditioners, says, “We could see just by looking at friends and family around us, that the interest people had in the quality of their sleep had increased immensely. We felt that we needed to re-launch the feature we’d attempted in 2018. The right timing had come.”

For more details of the Bespoke AI WindFree air conditioners, visit https://www.samsung.com/my/air-conditioners/all-air-conditioners/

[1] Features may vary depending on region.

[2] Available for Room Air Conditioners – AR**B******, AR**C******, AR**D******, AR**F****** with Wi-Fi. Requires mobile phones above Galaxy S22, and wearable devices above Galaxy Watch4 series or Galaxy Ring. Features may vary depending on region.

Must download SmartThings/Wearable/Samsung Health apps available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Devices must be signed in with the same Samsung account.

[3] Possible through models above Galaxy Watch4 series and Galaxy Ring and features may vary depending on region.