Innovation is often measured by what we can see – larger screens, thinner frames, or more vibrant displays. However, the most profound shifts occur when the technology itself begins to disappear.

We are stepping into an era where technology should feel like an extension of intent rather than a tool we must learn and manage. In short, we are moving away from digital complexity towards everyday convenience.

For over a decade, the smartphone experience has been defined by touch-based navigation. People all over the world have become accustomed to tapping on screens and managing fragmented applications to complete simple tasks. For this era to close, mobile experiences must become more proactive and adaptive, understanding context and providing assistance the moment it is needed.

With the all-new Galaxy S26 Series, the next chapter begins here. The path forward is not about adding more apps, but instead about creating an invisible architecture that enables easier daily living.

SEAO is Primed for an AI Revolution

Southeast Asia and Oceania (SEAO) represents one of the most dynamic, mobile-first digital economies in the world. Google’s recent e-Conomy SEA 2025 report^[1] highlights a powerful base of 200 million new users that have come online over the last decade across Southeast Asia. With three in five people now shopping online, and over 60% of all payments being made digitally, the region’s digital fluency has driven a surge in interest towards artificial intelligence (AI), at three times the global average.

This momentum is equally profound across Oceania, where AI has moved rapidly from a concept to a core business driver. In New Zealand, a significant 91% of businesses report efficiency improvements from AI, with half also citing positive financial impact^[2]. Australian businesses are mirroring this shift as well; with 40% of SMEs currently adopting AI^[3] and agreeing that AI offers a competitive edge and compelling use cases that can transform their operations.

The launch of the Galaxy S24 Series two years ago marked the transition from smartphone to a new era of AI phones. Today, for the millions across the diverse SEAO region — from hyper-connected urban hubs to rapidly developing tech frontiers — the phone has become more than a tool, and instead the primary platform for navigating life.

As our region accelerates its adoption of AI, true advancement is achieved when everyday use is powered by seamless anticipation of needs. For instance, the Galaxy S26 Ultra features Samsung’s most intuitive and user-friendly AI experience to date. Features like Now Nudge^[4] provide proactive and relevant context-aware suggestions, while Now Brief^[5] surfaces timely reminders for important events. The reliable delivery of these experiences requires a foundation of customised hardware, such as the Snapdragon® 8 Elite Gen 5, which is designed for high-speed on-device performance on the Galaxy S26 Ultra. Sitting quietly beneath the interface, this hardware orchestrates how intelligence understands context to enable intuitive workflows.

The Power of Open Intelligence

To harness these advancements without forcing people to learn entirely new interfaces, technology demands a deeply integrated approach. We understand that customers prefer having a choice in the tools they use, so Galaxy S26 Ultra also comes with a choice of agents^[6] to help users complete tasks more easily with a single button press or voice prompt. As we see it, the future lies in an open ecosystem of AI-powered features that users can embrace with confidence—knowing their personal data is secure while enjoying the benefits of a multi-agent experience that is backed by Samsung’s commitment to collaborative protection.

Crucially, this AI transformation cannot be reserved for a select few. We are committed to the democratisation of mobile AI, targeting an expansion to over 800 million users globally in 2026. True progress is only achieved when advanced capabilities reach the masses, ensuring broad availability to all.

Trust as the Foundation

With increased power comes a heightened need for trust. As both consumers and organisations scale their AI usage, a multi-agent approach must be built on the principle that access to personal information is strictly limited to the specific task at hand. AI experiences on Galaxy are protected at every level, with personalisation, transparency, and user choice guiding every step.

Security is not merely a feature, but a foundational element of our AI infrastructure that users can customise through granular privacy settings, opt-in security features, and intuitive dashboards designed to enable true control and transparency. For instance, the Privacy Display^[7] on the Galaxy S26 Ultra introduces a new form of personal protection. Integrated directly into the display hardware, it controls how the screen’s pixels disperse light, limiting visibility from side, top, and bottom angles when activated so users can preserve privacy when needed.

Meanwhile, Samsung Knox ensures that personal data remains protected on the device and is shared only when required. On the Galaxy S26 Series, the Personal Data Engine (PDE) enables context-aware AI experiences by processing data locally. To keep this process safe, Knox Enhanced Encrypted Protection (KEEP) encrypts the data of each app. Furthermore, Knox Vault adds a physical layer of protection by isolating sensitive data inside its own secure hardware. This system-wide approach combines hardware and software to keep personal information protected.

By equipping our flagship devices with up to seven generations of Android OS and One UI upgrades^[8], along with seven years of security updates, we provide consumers with the confidence that their hardware investments will remain secure over time.

The Blueprint for an Intelligent Future

The diverse and rapidly growing digital economies of the SEAO region have created an ideal environment for AI adoption and growth. The launch of our latest flagship line-up is more than an iterative hardware update; it is the deployment of mobile infrastructure required to meet this moment.

By balancing specialised hardware with a collaborative software philosophy, we are laying the foundation for a future where digital experiences become easier and more intuitive, fundamentally making life better for every user in the region.

_{^[1] Google, Temasek and Bain, e-Conomy SEA 2025}

_{^[2] AI in Action: Key Findings from New Zealand’s Third AI Productivity Report – AI Forum}

_{^[3] Australian Department of Industry, Science and Resources – National Artificial Intelligence Centre (NAIC): AI adoption in Australian businesses 2024 Q4.}

_{^[4] Now Nudge feature requires a Samsung Account login. Available functions and features may vary by country, region and language. Text message prompts currently available with Samsung Messages and certain third-party messaging apps including Google Messages and Google Chat. Based on availability at the time of product launch. May change without notice. Share photos in Now Nudge works by analysing available image content. Accuracy of results is not guaranteed.}

_{^[5] 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. 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 Intelligence’s Gmail read permission. Recalled data for reservation details only available from reservation confirmation messages.} 

_{^[6] Availability may vary by region/country and language.}

_{^[7] Privacy Display feature controls the screen’s viewing range to limit peripheral vision. Some changes in image quality may occur outside the viewing range. When activated, 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}

_{^[8] Availability and timing of Android OS upgrades and security updates may vary by device model and market}

With the many streaming services, gaming platforms, and digital content available at our fingertips, the living room has evolved from just another space in the house, to a central hub where families gather, entertain, and connect.

The television sits at the heart of this change, with consumers across Southeast Asia and Oceania (SEAO) looking for an all-in-one screen that can truly do justice to the wealth of content available. Their expectations include remarkable picture quality, durability, and innovative features that bring stories to life with amazing clarity.

Our Samsung SEAO TV Awareness IFC Study revealed that picture quality and display technology remain the most important factor for consumers in this region when purchasing a TV, as awareness of TV technologies like QLED, OLED, Neo QLED and 8K has been steadily increasing. Interestingly, consumers’ awareness of QLED technology is now on par with OLED, and QLED and OLED TVs are also the ones that consumers are most likely to consider as compared with other display technologies.

An authentic QLED display revolution

In a market flooded with technical jargon and similar-sounding features, authenticity has become a critical but often overlooked factor. Not all display technologies are made equal, and the consumer viewing experience can be greatly impacted by the distinction between marketing jargon, and technological innovation.

This is particularly true for QLED (Quantum Dot Light Emitting Diode) technology. True quantum dot displays such as Samsung’s latest QLED TVs which received ‘Real Quantum Dot Display’ certification TÜV Rheinland[1] meet global standards for quantum dot display structure, using quantum dots which are incredibly fine semiconductor particles to deliver better color accuracy, brightness, and viewing angles.

When properly implemented in displays, these remarkable particles produce a color gamut that closely matches colors perceived by the human eye, delivering uniform luminance and consistent color from any viewing angle while minimizing blue light exposure.

At Samsung, for a display to truly qualify as an authentic QLED technology, it must meet specific requirements:

First, it requires a genuine quantum dot film. Samsung’s QLED TVs contain quantum dot sheet technology that stably controls these delicate particles and allows light made by quantum dots to spread uniformly throughout the screen. This enables our QLED TVs to emit brighter whites, deeper blacks, and an exceptional color range overall.

Second, it needs sufficient quantum dot content. Our QLED TVs contain a large amount of actual quantum dot material, exceeding the minimum threshold required to deliver meaningful performance benefits.

Third, it must be cadmium-free, enabling a safe viewing environment without harmful substances for consumers. Recognizing the environmental and health risks of cadmium, Samsung pioneered and succeeded in developing the world’s first commercially available cadmium-free quantum dot material in 2014.[2] Today, every Samsung QLED TV is certified cadmium-free by the Société Générale de Surveillance (SGS) and complies with the Restriction of Hazardous Substances (RoHS) directive, underscoring our ongoing commitment to environmental safety.

Going from feature laundry list to meaningful innovation

Picture quality is frequently a focus of discussions around display technology, and our research reveals that priorities are becoming more pronounced with SEAO consumers increasingly valuing innovations that provide the best quality and value, as well as how long their investments last.

This change in consumer thinking mirrors our own innovation philosophy at Samsung; rather than pursuing a feature list that looks impressive on paper, we’ve deliberately focused on meaningful innovations that address genuine consumer needs. We’ve also observed OLED and QLED buyers becoming more interested in durability as a key differentiator. This makes perfect sense, as they are investing in experiences they expect to enjoy for years.

Similarly, when we introduced Samsung Knox security architecture for our televisions, some questioned whether consumers would care about security features in their displays. We recognized early that as homes become increasingly connected, robust protection would become essential, and not just another box to check. Today, multi-layered protection now safeguards everything from one’s personal viewing data, to communication between the various smart devices in your home.

Our upcoming Vision AI technology represents this same commitment to meaningful innovation. Rather than developing AI features because the technology is available, we’ve designed Vision AI to transform televisions from passive viewing devices into interactive, intelligent partners that genuinely enhance the viewing experience. On-device AI optimizes picture and sound quality in real-time, while practical features like “AI Customization Mode”, which automatically detects the content genre and adjusts settings to suit user preferences, add utility that our consumers value. This is reflected in almost a quarter of respondents from our survey highlighting smart features and functions as a key consideration for what consumers value the most when choosing a TV. Furthermore, by integrating with SmartThings, we are ensuring our TVs serve as true smart home hubs—not just screens with disconnected smart features. This integration transforms the humble TV from an isolated device into the centre of a cohesive ecosystem.

Vision AI isn’t about adding another bullet point to our marketing materials, but about technology that does more for the customer in ways that genuinely matter, rather than overwhelming them with features they’ll never use.

Our commitment to deliver an authentic viewing experience

As I look ahead to the next decade of display innovation, I’m convinced that quality and authenticity will matter more than ever, not just in terms of technical specifications, but also in delivering on the promises we make to consumers. We appreciate that Samsung is top of mind when they think of QLED technology, but we remain focused on delivering an authentic viewing experience that respects both consumer expectations and safety.

Ultimately, what happens behind the screen matters just as much as what you see on it. Though I am proud of our team’s efforts that have led us to maintain leadership in the global TV market, we continue to measure our success on whether the technology in your home delivers the experience you expect, safely and consistently, year after year.

[1] Certified product lines include: Neo QLED 8K (QN990F, QN900F), Neo QLED 4K (QN90F, QN85F, QN80F, QN70F) and QLED 4K (Q8F, Q7F, Q6F).

[2] Samsung Newsroom, [Real Quantum Dot Guide] Samsung’s Innovations Redefine Picture Quality Standards, February 2025.

We are at the beginning of the most exciting and probably one of the most historic moments in technology. The era of mobile AI is here — which for Samsung opened up by the introduction of Galaxy AI features on the Galaxy S24 series, our first AI phone.

Revolutionizing Mobile Experiences With a Hybrid AI Approach

To bring the real-life benefits of generative AI technology to the Galaxy S24 series, we took a hybrid approach to our AI integration. AI offers so many possibilities, and we believe mobile devices are the primary access point for unlocking its potential as users around the globe continue to rely on their phones for most of their day-to-day needs.

The essential role that mobile devices play in everyday life means they are very personal items that people use during many critical and memorable moments. We understand these behaviors and believe smartphones should work harder so that users can truly make the most of important moments in a simpler, more intuitive and more epic way. We also recognize the importance of privacy which is why we give users full control over what they share and what they keep private.

We believe our hybrid approach is the most practical and reliable solution to meet all these needs and puts Samsung ahead of the curve. We are providing users with a balance between the instant responsiveness and extra privacy assurance of on-device AI and the versatility of cloud-based AI through open collaborations with industry-leading partners in offering a variety of functions they need for daily life.

Expanding Possibilities With On-Device AI

We made the Live Translate feature on-device AI based because voice calls are the most basic feature of a smartphone, yet also an intimate and private means of communication. Samsung has committed to empowering users to communicate without language barriers, while at the same time ensuring every communication is safe and private.

To make this feature a reality, our R&D team worked day and night as part of a collaborative process that truly brought out the best in our teams. From determining the right size of AI language models to training and testing in real-life scenarios, our R&D organizations within the MX business challenged themselves and pushed beyond the limits of what we thought was possible to get this feature running entirely on-device.

Samsung’s global R&D networks around the world, which are in charge of growing the best talents and developing core technologies in each region, have also played a pivotal role. Samsung Research Centers around the globe, including Poland, China, India and Vietnam, have dedicated themselves to developing and expanding the languages supported by Galaxy AI. Languages are very cultural, contemporary and localized, so to help people break down language barriers and communicate more naturally, the role of our local R&D offices is even more crucial in opening up new possibilities for users in more regions than ever before.

All these efforts have enabled Samsung to offer something completely new which I’m excited to share. Soon, Samsung is extending the power of Galaxy AI beyond Samsung’s own native calling app by expanding Live Translate to other third-party message apps to support voice calls. So you can stay in contact with friends or colleagues, communicating on your favorite apps in multiple languages.

And since this feature has been integrated into our on-device AI language translation model, users will be able to experience barrier-free communication without worrying about privacy issues like personal data being shared outside their phone when using Live Translate.

I expect that more and more mobile AI features will be incorporated inside mobile devices as the intelligent computing power of the latest chips — particularly NPUs — advances at a blazing fast speed, along with other technologies. This will enable more people to embrace AI and make every day more convenient while offering greater peace of mind.

Growing Galaxy AI for Tomorrow’s Needs, Today

This exciting news is all part of the extension of our commitment to Galaxy AI and entering the next phase of the mobile AI era. The introduction of Galaxy AI on the Galaxy S24 series was only the start. To deliver a completely new and unique AI experience, we will further optimize the Galaxy AI experience for the upcoming foldable devices. Our foldables are the most versatile and flexible form factor in Samsung Galaxy and when combined with Galaxy AI, these two complementary technologies will together unlock all new possibilities.

Samsung is also committed to expanding Galaxy AI experiences across the broader Galaxy ecosystem in a way that only Samsung can. As the mobile AI era moves forward at a rapid pace, Samsung is accelerating mobile AI innovations to meet the needs of not only today, but tomorrow.

Fifty years ago, in 1974, Samsung Electronics introduced its first refrigerator, washing machine, and air conditioner to the world. In the time since, we have continuously pushed the boundaries of innovation in digital appliances.

Fast forward to five years ago, in 2019, when Samsung debuted its first Bespoke appliances. These products were made to transform users’ daily lives with customized features and optimized designs. Now, we are set to usher in a new era of AI appliances, featuring cutting-edge artificial intelligence (AI) and SmartThings-based connectivity.

This editorial will explore how AI appliances and inter-connected smart homes are about to transform our understanding of modern home life.

Why Security Is the Foundation of Bespoke AI Appliances

A recent study conducted by market research firm Ipsos highlights the significance of security in the age of AI. The study surveyed 17,000 people across 17 countries, using the title of “Our Life With AI: The reality of today and the promise of tomorrow.” A key finding was that 42 percent of respondents identified “better security” as a very important application for AI, with an additional 44 percent deeming it somewhat important.

AI technology is brimming with potential, but even the best AI will not be worthwhile if it fails to protect users — in fact, it could be dangerous. And this is why security stands at the core of Bespoke AI appliances. We have prioritized security throughout our product development to ensure users can get all the benefits of AI-based digital appliances, while experiencing peace of mind.

Our AI appliances are protected by Samsung Knox to ensure safe usage. A blockchain-based Knox Matrix monitors and protects Samsung’s inter-connected appliances.

Our newest AI appliances, the Bespoke 4-Door Flex Refrigerator with AI Family Hub+ and the Bespoke Jet Bot Combo AI, have earned the Diamond level rating for their Internet of Things (IoT) security capabilities from UL Solutions, a global verification company. This rating represents the highest level of IoT security, a distinction that no other home appliance in the world has achieved to date.

But Samsung hasn’t stopped there. We are always researching new technologies that can further enhance the safety of AI appliances and smart homes.

Using AI Appliances to Advance Society

At Samsung, we aspire to develop appliances that go beyond mere convenience for the sake of convenience. Our goal is to create AI appliances that accomplish two things: they are readily accessible for everyone, and they contribute to society by reducing environmental impact.

Samsung’s latest all-in-one washer and dryer boasts a large 7-inch LCD touch screen designed for easy operation, catering to users with varying abilities. With Bixby integration, controlling the machine using voice commands is also possible, ensuring wider accessibility.

Furthermore, the convenience of Samsung’s Auto Open Door allows users to effortlessly open the refrigerator with just a light touch. And the new washer and dryer also automatically opens its door upon completion of the wash and dry cycle. The combined result of all these improvements is that our appliances are now more user-friendly than ever.

As for the role our products play in society, we are leveraging next-generation technology to reduce environmental impact. This includes using AI to decrease energy usage in appliances and employing enhanced semiconductors to reduce the power consumption and carbon emissions of refrigerators. We are also developing technology that enables continuous use of air purifiers without the need for regular filter replacements.

Bespoke AI Appliances: The Pinnacle of AI Technology

Our 2024 appliance lineup represents the pinnacle of AI integration. Designed to significantly ease the burden of household chores, these appliances incorporate a range of sensors, recognition technology, big data analytics tools, powerful AI chips, and the Tizen OS.

With these capabilities, the way in which appliances are used will undergo a complete transformation. The large displays integrated into Family Hub refrigerators and the 7-inch display on Samsung’s latest all-in-one dryer and washer allow easy control and monitoring of appliances throughout the house. Moreover, you can conveniently control the main functions of the product using a smartphone, without having to search for a remote control or fiddling with buttons. This revolutionizes home life.

This year, we’re also planning to incorporate generative AI into Bespoke AI appliances, which will allow users to operate them through natural conversation — much like chatting with family members. Building on SmartThings and the strength of AI appliances, will introduce over 100 diverse inter-connecting experiences that Samsung appliances can offer.

At Welcome to BESPOKE AI on April 3, you’ll have the opportunity to witness Samsung’s groundbreaking AI appliances for 2024. Our products not only prioritize security, but also consider our society and environment. Join us as we embark on this journey to shape the future of Bespoke AI appliances.

Millennials and Gen Zs, collectively termed as Gen MZ, have had the unique experience of growing up in the digital era, making them adept at navigating digital ecosystems in their daily lives. This also means that they have unique perspectives and demands on technology. Seamless experiences, intuitive interfaces, and, most importantly, personalized relevance are all key.

For Gen MZ consumers, personalization must go beyond seeing their names on a screen, or having their initials engraved on the back of their smartphones or earbuds cases – it must be genuine, and meaningful. While they are more globalized than ever, Gen MZ are also hyper-aware of their local identities and cultures, and expect brands to both recognize and respect those nuances. According to our research which surveys consumers looking to own a premium smartphone, 79% of those who intend to personalize their phone cases prefer unique cases that are designed locally. Additionally, 8 in 10 of Gen MZs that were surveyed said that personalization allows them to express their individuality[1]. Thus, brands who understand local cultures and values can create a deeper connection with Gen MZ.

Innovation in Personalization

Samsung has long been enabling our users to express their identity and personal preferences through our innovations, products, and services. The smartphone, a daily essential for Gen MZ, is a great showcase of how we have been driving personalization at the intersection of technology and innovation by empowering our users with the ability to customize their Galaxy experience.

This is in line with what we have found in our research, which shows that personalization is a key driver of interest among consumers looking to own a premium smartphone, and 85% of these consumers are likely to stay with a mobile brand that offers a wide range of personalized options¹. For consumers, it is not just about picking a smartphone design that is attractive, but also about being able to personalize their devices according to their needs and wants, whether with unique form factors such as our Galaxy Z foldables, the software and apps that elevate the devices from mere tools to essential lifestyle partner, or accessories that are canvases showcasing their colorful personalities and passion points.

Beyond mobile devices, consumers reflect their tastes in customizable home appliances, such as Samsung Lifestyle TVs and Bespoke refrigerators, and enrich their home experiences with the personalization aspects that SmartThings brings to the table.

The business value of personalization

In a world where consumer behaviors are constantly shifting in real-time, influenced by factors like trending social media topics, viral challenges, peer recommendations, and global events, the celebration of individuality has a timeless appeal. This is why, at Samsung, we firmly believe in enabling our users to embrace who they truly are through our efforts in innovation and design, whether in the ability to personalize their devices from the outside and inside, or in how we can elevate the experience of tailoring our products to individual needs through our bespoke services.

This fuels our efforts around personalization, and we are bringing it to the next level through the Samsung x You campaign. The campaign is our commitment as a company to continue championing personalization across Southeast Asia and Oceania, starting first with our mobile devices including the latest Galaxy Z series, and eventually extending to our wider product portfolio.

Samsung x You campaign visuals

Anchored by a slew of collaborations with local artists and communities across the SEAO region, Samsung x You aims to help our users express their identity, and to champion local communities and cultures through the devices that they love. It is a call from us for everyone to be both globally conscious and locally relevant.In line with the Samsung x You campaign, we launched an exclusive, The Breakfast Café Accessories Collection in SEAO. These limited-edition Galaxy Z Flip5 accessories feature both Samsung original designs and collaboration with local partners.

The Breakfast Café keychains and Galaxy Z Flip5 Bread Flipcase

Samsung x You will also progressively roll out throughout the region, through a series of hyperlocal campaigns with exciting in-market activities. We are collaborating with talented local artists and brands, offering customized accessories that leverage local elements and culture, curating user experiences such as Flip Town pop-ups for the latest Galaxy devices, and launching a new personalization zone in our Samsung Experience Stores. At these personalization zones, consumers get to customize their favorite products, including options to engrave, sticker or paint them, as well as purchase Galaxy devices that suit their individual styles.

Personalization is the future

The case for personalization in our region is clear, especially as Gen MZ consumers look to become an increasingly dominant market force in the years to come. Their expectations, rooted in their unique generational experiences, demand a shift in how we approach user experiences. Brands that can effectively marry personalization with authenticity, flexibility, while considering privacy, will not only capture the hearts and minds of Gen MZ but will also pave the way for future success.

[1] Based on internal research conducted by Samsung’s Southeast Asia and Oceania (SEAO) Consumer and Market Insights team in July 2023. Consumers, aged 18 and above, and who indicated that they were intending to purchase a premium mobile in the next six months were surveyed. A total of 1,246 respondents were surveyed from the following markets: Singapore (309 respondents), Indonesia (318 respondents), Thailand (305 respondents) and Vietnam (314 respondents). 

Last year, I expanded my responsibilities as head of Samsung’s MX Business, to lead our Corporate Design Center. My career as an engineer taught me that the most sublime designs are intertwined with technological innovation. This new responsibility allows me to delve deeper into how the synergy of design, engineering, and R&D can yield transformative experiences. With my fellow designers, I’ve embarked on a deep exploration of Samsung’s design strategy to understand our roots and envision our growth.

Different Times, Unchanged Commitment

In 1996, Samsung committed to a philosophy: “Inspired by Humans, Creating the Future.” It means our creations are conceived with a deep understanding of you, the user, and we hold an unwavering belief that a user-centric approach is the key to the future.

We feel this even more keenly nearly 30 years on, as we contemplate the fluid nature of human interaction. Users value experiences over mere achievements and meaningful connections over raw technological prowess. We have distilled the Samsung design philosophy into three Design Identities, each one with you at the center: our products must be Essential, Innovative, and Harmonious.

Essential design prioritizes clarity of purpose and ease of daily use. Innovative design emphasizes originality, reflecting purpose in a new and distinct ways. Harmonious design ensures all elements work together for a holistic purpose, aligning with societal, environmental and ethical values.

Inspired by Humans, Creating the Future

These three Design Identities are exemplified by our latest hardware and software ecosystem.

Take, for instance, the act of folding and unfolding a smartphone. It seems simple. However, that simplicity users feel is only achieved through a rigorous focus on what is most essential and intuitive. The minimal, sleek appearance housing specialized hinge functionality emphasizes our commitment and the inherent beauty of essential design.

We’ve raised the standards for foldable smartphone ergonomics. A difference of millimeter in a device’s thickness may not sound like a big change, but every gram and millimeter in a foldable device requires an engineering breakthrough. It demands craftsmanship with passion. When done well, the benefit to users is huge. That’s why we’ve innovated to make our latest foldables slimmer and lighter than our previous generations.

Samsung Galaxy foldable is completed by its users, with its personalized experience. With our Galaxy foldables, your self-expression reaches new levels with, literally, the most flexible camera experience in Samsung Galaxy. You can capture the perfect angle, hands-free. The enhanced multitasking experience like a PC also raises the bar for productivity. You can work, collaborate, or game on-the-go.

Samsung Galaxy Tab and Wearables are designed in the same spirit. They work with each other harmoniously in an ecosystem that opens up a powerful connected experience, serving as a seamless extension of your needs, priorities and unique personality.

Whatever the Samsung Galaxy experience is, when we say, “Inspired by Humans,” we don’t just mean people. We also mean their communities, their environment and their planet. Samsung Galaxy devices are designed with sustainability for the future in mind, because even the smallest actions could contribute to a large impact – such as protecting our planet. When we say, “Creating the Future,” that includes our responsibility today to ensure a sustainable tomorrow for the future generation.

Our Shared Journey to a Better Tomorrow

When design comes together with technological innovation, it brings forth new possibilities. With innovative technologies, people can make the most of today and ultimately create the best possible tomorrow. We invite you to join us at Unpacked, where we’ll pull back the curtain on our latest devices and experiences — inspired by you, created for you.

In a way, they were nearly 30 years in the making, a culmination of decades of human-inspired design. But this is also just the beginning. Seeing the ways our innovations blend into your lives, enabling new possibilities for creativity, productivity or self-expression, will inspire the next steps of our journey. So, let’s navigate this journey together, harnessing design and technology to create a future that truly reflects you.

Mark your calendars for July 26!

Every year, mobile technology increasingly becomes the very core of our daily lives and the epicenter of innovation.

With these essential devices, we create and consume content that connects, inspires and entertains us. We stay immersed in the world of an epic game, even on the go. We keep up with colleagues and deadlines when we’re away from our desks. And we manage every part of our lives in one convenient place — from health and wellness habits to appointments, purchases, travel and more.

Our days revolve around these experiences, so people want devices they can depend on from brands they can trust. At the same time, global challenges like the climate crisis are making us rethink how we live. We have a responsibility to help create a better world now while working toward a more equitable and sustainable future. We believe mobile technology can be the catalyst to enrich people’s lives and help create that future we envision. And this is the reason why we do what we do in Samsung Electronics.

Setting New Performance Standards

There’s no better example of Samsung delivering on this vision than the Galaxy S series. This year, Galaxy S series has extended our innovation heritage by doubling down on our fundamentals.

That’s why our pro-grade camera system is getting smarter, offering the best photos and videos in any light among our Galaxy smartphones. Along with the hardware and software optimization, our newest chipset, born out of Samsung’s open partnership philosophy, enables the fastest and most powerful Galaxy performance. Our ecosystem connectivity is also getting easier and more seamless than ever.

At the top of the Galaxy S series is our Galaxy S Ultra. It’s the product you can trust to give you the best of the best with redefined performance and quality.

We fully merged the most beloved Galaxy Note experiences into Ultra, pioneering a smartphone with the power, performance and creative capabilities of two leading Galaxy innovations in one.

The Galaxy S Ultra has truly become the pinnacle of Samsung Mobile’s innovation, a marque that stands out against everything else, and soon we’ll show you what Ultra can do in even more device categories.

Innovation That Lasts

Performance is not just about more power. It’s also about innovation that lasts with less environmental impact.

We are committed to combatting climate change, and we are guided by our new environmental strategy that strives to make the technology we depend on more sustainable. That’s why we consider every phase of the product lifecycle with sustainability top of mind.

This means building devices that last longer with enhanced durability and reliability. This means incorporating more recycled materials into more components. This means collaborating with like-minded partners to bring people closer together and deliver positive change for people and the planet while setting new benchmarks for our industry.

Premium Experience Without Compromise

On February 1 at Unpacked, we’ll show how innovation and sustainability working together bring the ultimate premium experience.

At a time when the stakes are higher than ever, we’ve raised the bar by pushing boundaries for the mobile experience — delivering our most powerful mobile experiences you’ll continue to love for years to come.

I can’t wait to share what’s next with you.

We now have to navigate uncharted waters where everything is changing — from technology to markets to consumers — and we face additional challenges of the pandemic and uncertainties in the global economy.

As such, the “environment” and the “experience” of how we live has become more important, and our concern for creating a sustainable future has deepened.

As the global leader in consumer electronics and Information and Communication Technologies (ICT), I believe Samsung Electronics has a responsibility to establish an eco-conscious value chain through our innovative technologies and products, as well as to provide more valuable and enlightening experiences to each and every consumer.

That is why Samsung has been focusing all its efforts to recognize sustainable innovation as the essential value and key element in our business.

At CES 2023 in January, Samsung will outline its plan for “Bringing Calm to Our Connected World” by underlining our responsibilities and vision to strive towards this goal and share our journey together for creating a sustainable and prosperous future.

SmartThings: Providing Evolved Hyper-Connected Experiences That Are Invisible Yet Present in Our Lives

At CES 2023, Samsung will present a new and expanded SmartThings experience that integrates your home ecosystem even more seamlessly with a system, that is supported by enhanced security.

We will also explore easier and safer ways to connect devices and appliances, and how to make customized experiences for each user even more precise with AI.

We are closely cooperating with various industry partners to embody the SmartThings experience, creating a new path to provide optimal and customized connected experiences to users according to their individual preferences and lifestyles.

Sustainable Future in the Hyper-Connected Era

In order to provide better daily life experiences, Samsung has been paying attention to how technology can address difficulties and problems encountered in everyday life. In addition, we have continued to identify ways to contribute to creating a more sustainable future by developing products that are sustainable and equipped with innovative technologies.

Since we announced our new environmental strategy in September, we have underlined how we plan to contribute to overcoming the climate crisis through our innovative technologies, including ultra-low power semiconductors and energy saving products. We also announced our goal to achieve net zero carbon emissions by 2050.

Saving energy through SmartThings and developing eco-conscious innovative products showcase how we are upholding our sustainable, forward-thinking values.

In addition, we are actively promoting our environmental and societal efforts by participating in sustainable business management partnerships with other stakeholders, such as international organizations, industries and citizens.

We joined the steering committee for the Asia Clean Energy Coalition (ACEC) together with major global companies and NGOs to expand renewable energy supply to its major production bases in Asia.

Furthermore, we joined the Semiconductor Climate Consortium (SCC) as a founding member during the COP27 UN Climate Change Conference held in November. Through this organization, we aim to set and implement plans to reduce the overall greenhouse gas emissions of the semiconductor industry, create eco-conscious ecosystems by setting a carbon reduction target, develop greenhouse gas reduction technologies and support green technology startups.

We will continue to pave the way for the hyper-connected era, empowering consumers to help create a sustainable future by simply using Samsung products.

One More Step for Mankind: Samsung’s Sustainable Journey

When developing new technology for users, we have always been asking the question, “What should we do?” rather than “What can we do?” This is because technology can change the way people communicate with and experience the world, make daily life more enriching and can act as the driving force toward a better future.

At CES 2023, we will show our industry-leading efforts that go beyond simply making great products with advanced technologies and aim to unleash new experiences through technology, making our daily lives and the world even better.

COVID-19 has catalyzed an acceleration of our digital lives. In a COVID-normalized world, evolving needs and changes in lifestyles have led today’s consumers to seek unique digital experiences that combine both convenience and customization.

As 2022 marks the gradual reopening of borders and resumption of economic activities, we – as a global leader in technology – are committed to continue putting users at the heart of our business and laying the groundwork for a new digital future for our consumers, partners and everyone in the region.

Enabling smarter digital lives

With growing expectations for digital devices and services to work seamlessly together to fit individual lifestyles, preferences and needs, we have sharpened our focus on providing people-first products and services that better serve these post-pandemic expectations of consumers and organizations.

Homes are now multifunctional spaces, where customizable and intelligent technologies come together to create productive workplaces, home gyms and entertainment hubs – all within the same space. Our ecosystem of connected smart devices such as the Galaxy smartphones, Smart Monitors, and TVs have become even more important tools for productivity and collaboration today. Meanwhile, our SmartThings app and smart home appliances enable busy individuals to automate house chores seamlessly from their Galaxy smartphones.

To enable truly seamless and personalized experiences, we created an open and inclusive ecosystem that allows users to integrate their Samsung devices with favorite products from our partners, offering opportunities for creativity and consumers with endless possibilities.

Creating new customer journeys

The past two years have also spurred us to rethink how we can serve our customers better, while making our devices and services more accessible. COVID-19 has accelerated e-commerce growth, making online shopping a necessity. Meanwhile, the increasingly global outlook and entrenched social sharing habits of consumers have spurred our foray into new brand and retail experiences.

To that end, we have doubled down on efforts to expand and improve our retail channels and experiences. Today, our devices can be experienced and purchased directly from Samsung online stores, through online shopping partners, and even live commerce channels.

We have also invested in new and immersive ways for customers to experience our products online and offline. For example, we have launched augmented reality capabilities to better imagine how our home appliances can fit into homes. This will provide consumers the confidence to purchase our products online and help home owners who have visited our retail showrooms with space planning.

Empowering our younger generation

Recognizing the importance of youth in the Southeast Asia & Oceania (SEAO), which is home to more than half of the world’s young people¹, we have furthered our efforts in understanding and catering to their values, aspirations and needs. Being digital natives who grew up with the internet, these young people are optimizing connected devices and driving online services to shape the digital economy, both as consumers and innovators.

As a champion of innovation, we want to do more in empowering the next generation through our technologies and initiatives. To achieve this, we are running several programs to provide the necessary tools that help to optimize opportunities for youths, and tap into their collective energies as well as insights to shape our products and services.

For example, our team of Future Generation Lab members, consisting of our young employees, actively develop new enticing marketing content and collaborations to better engage with millennial and Gen Z consumers. We also run the Samsung Innovation Campus, which provides youth with training in information and communications technology skills and soft skills, as well as Solve for Tomorrow, a competition that encourages students to create tangible solutions that can solve societal issues – reaching more than 80,000 students in SEAO in 2021.

Here at Samsung Electronics Southeast Asia and Oceania, we constantly strive to be the trusted brand in creating new experiences for work, play, learning, and everything in between. For the rest of 2022 and beyond, we will continue to push our boundaries and grasp new opportunities, working closely with partners to empower the communities that we operate in.

[1]UNDP, Regional Human Development Report 2016

Global pop music artist BTS is at the forefront of the music scene — and, through a global takeover at Galaxy Unpacked 2022, the group had the opportunity to sweep the world once again.

By scanning the billboard QR code in Times Square, Galaxy users’ smartphones automatically started playing BTS music in sync with the big screen

At this year’s Galaxy Unpacked, Samsung Electronics unveiled two never-before-seen digital films starring BTS at iconic public places across five major cities: Times Square in New York City and Piccadilly Circus in London (August 10 at 4 p.m. EST), COEX in Seoul and Shibuya in Tokyo (August 13 at 11 a.m. KST) and Kudamm in Berlin.

The first digital film, “Galaxy x BTS: Unfold your world with Z Flip4,” highlighted new experiences offered by the Galaxy Z Flip4. The video, featuring “Yet To Come (The Most Beautiful Moment)” by BTS, celebrated Samsung’s newest shade Bora Purple and showed a future full of potential and possibility. The second video was a brand-new digital film to “Over the Horizon 2022 by SUGA of BTS,” a reimagining of the iconic tune that SUGA participated in producing last year in honor of the ringtone’s 10th anniversary.

With its new larger-than-life campaign, Samsung is telling its users loud and clear — no matter how the future unfolds, by dreaming big, our best moments are still yet to come.

Relive the magic by checking out the photos from the global premiere below, and stay tuned to the Samsung YouTube channel for more BTS and Galaxy Unpacked content.

During Galaxy Unpacked 2022, digital films featuring “Yet To Come (The Most Beautiful Moment)” by BTS and “Over the Horizon 2022 by SUGA of BTS” debuted at Times Square, New York

Large crowds gathered at Piccadilly Circus, London, and tuned in with their devices for the premiere of two brand-new digital films starring BTS during Galaxy Unpacked 2022