With our broad portfolio of integrated B2B solutions, Samsung is supporting the growth of businesses and building owners in the region by addressing their evolving operational needs across heating, ventilation and air conditioning (HVAC), home appliances, as well as smart management technologies. Equipped with a deep understanding of what our enterprise partners need and prioritize, we strive to deliver innovative technologies that can help reduce energy consumption and manage operating costs.    

The expansion of our enterprise sales for instance, already reflects the trust that we have earned from our customers – B2B sales in the region have increased by more than 20% year-on-year. 

Why HVAC Has Become a Growth Engine

Southeast Asia and Oceania’s building and construction sector is growing at a steady pace, whether it is building new smart cities and towns or rejuvenating old ones. Southeast Asia and Australia’s construction industry is forecasted to grow more than 5x faster¹ than the global rate in 2026. What’s particularly exciting is the region’s appetite for what’s next, from high-tech manufacturing plants to AI data centers that will define future economies. 

Every one of them needs cooling that is smarter, more efficient and more reliable than what came before. That’s why HVAC has become a key growth driver of our business – the B2B segment now makes up more than half of total HVAC sales, with the proportion almost doubling from five years ago – and we believe it’s only getting started. 

Our acquisition of FläktGroup brings us closer to that future by deepening our expertise in HVAC systems and enabling us to serve the most demanding environments, such as AI data centers where cooling and ventilation are critical to keep crucial systems and operations going.

Samsung is establishing a new FläktGroup HVAC production line at the Gwangju plant in Korea to support production of advanced cooling solutions for AI data centers

Here in this region, demand is rising across a diverse range of building types. In Vietnam, we’re supplying around 3,000 WindFree air-conditioning units to high-rise apartments as part of CapitaLand’s Sycamore development in Ho Chi Minh City, while more than 3,000 air-conditioning units will be installed in Starlake, a mixed-use complex in Hanoi.

In Thailand, we have rolled out HVAC systems across Thaiwatsadu’s retail stores which are also supported by SmartThings Pro to manage energy efficiency and simplify operational management. Additionally, 600 rooms in the 29 buildings of Sheraton Naiharn Hotel & Resort in Phuket will be outfitted with WindFree air-conditioning units. In Sydney, Australia, our cooling systems have been incorporated in residential projects such as Arncliffe Central and AURA by Aqualand.  

Whether it’s a beach resort, or a cutting-edge data center, our comprehensive portfolio means that there are always suitable cooling solutions for diverse needs.

Extending the Opportunity Beyond Cooling

HVAC is not the only category that businesses are paying attention to. Urbanization, changing lifestyles and growing demand for convenience are also driving adoption of suitable laundry solutions in B2B business sectors.

Building on decades of expertise in consumer appliances, we have expanded our laundry lineup for broader capacity choices to meet various B2B needs in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam, with plans to bring our B2B laundry solutions to more markets in Southeast Asia and Oceania by the end of 2026.

TiTi Laundry amongst the first stores Samsung collaborated with to expand the automated laundry model in Vietnam.

TiTi Laundry in Ho Chi Minh City is one recent example. As one of the first partners that we collaborated with to expand the B2B laundry model in Vietnam, it is open around the clock, with machines that can be monitored and managed remotely. This business model allows connected appliances, such as Samsung’s B2B Laundry solutions, to create new business opportunities for operators, while making everyday life a little easier for the people they serve.

Building Smarter Business Environments

Together, these developments point to a broader change in how businesses are thinking about their physical spaces. Beyond standalone products, our customers increasingly want connected solutions that simplify management across an entire property, instead of having to look after individual systems.

This is taking shape at Granz Forest Park in Cebu, the Philippines, where we have partnered with real estate developer, DH Plus, to provide integrated operational solutions that combine AI-powered appliances, SmartThings Pro, and connected technologies within a single ecosystem, spanning residences, hotel and commercial facilities.

By offering technological expertise, an extensive suite of AI-powered appliances, and smart management platforms, Samsung is enabling businesses and building owners to construct and maintain spaces that are tailored to what users need, and opens new ways to optimize and expand their operations. Through integrated solutions that empower enterprises to optimize operations, reduce costs, and confidently scale up, we are shaping the future of buildings and properties in Southeast Asia and Oceania, supporting the region’s further growth and development.

1.SEA & Global: Construction Market Size, Trends & Forecast 2026-2030 | GlobalData
Australia: Australia Construction Market Size, Trend Analysis by Sector, Competitive Landscape and Forecast to 2030 (Q3 2026)

(From L-R) Samsung Electronics Philippines Corporation (SEPCO) HA Product Marketing Head Chesca Villas, Abenson Marketing Head Apple Ma, Abenson HA Merchandising Head Cheng Del Mundo, SEPCO Head of Home Appliances Ramon Medina, Abenson WM Merchandising Manager Hana Badilla, Abenson REF Senior Merchandising Manager Moneth Manigbas, SEPCO HA GMA Sales Head Louiline Serrano, and SEPCO Key Account Manager for Abenson Jude Mendoza showcase the innovative technology of Samsung’s new Bespoke AI appliances at Abenson’s Greenhills Madison flagship store.

MANILA, Philippines – Samsung, a global leader in innovative technology showcased the next generation of smart home solutions in an exclusive event held at Abenson’s Greenhills Madison flagship store. Among its latest Bespoke AI appliances, Samsung unveiled their Side-by-side Refrigerator, Washing Machine, and All-In-One Smart Oven—all designed to meet the evolving needs of Filipino families.

Abenson is the biggest appliance and gadget store in the Philippines with more than 120 stores in Luzon, Visayas, and Mindanao and has been in the industry for 50 years.

With home appliances evolving to reduce the burden of household chores and add convenience to the lives of users, the accelerated development of these appliances is marked by the integration of AI technology that analyzes usage environments and executes optimal functions to significantly alleviate inconveniences associated with household tasks.

To that end, Samsung is developing its home appliances with this in mind – designed to be advanced electronic devices perfect for everyday living, and are now the easiest way to upgrade Filipino homes.

“Samsung’s mission is truly AI for All – we want more and more Filipinos to experience how AI can make their lives better and easier. Our AI-powered appliances are designed to make household tasks more efficient and enjoyable. By integrating advanced AI and SmartThings technology into our home appliances, we are enabling Filipino families to focus on what truly matters—spending more time together,” said Ramon Medina, Head of Home Appliances for Samsung Electronics Philippines.

An Immersive Experience of Seamless Connectivity

Samsung’s newly launched Smart Oven is the all-in-one kitchen solution for Filipino homes, designed to make meal preparation easier, simpler, and more enjoyable.

At the event, attendees got a firsthand look at Samsung’s appliances, particularly the All-In-One Smart Oven. Chef Kelvin Pundavel demonstrated its versatility in a live cooking demonstration, showcasing how this multi-functional device goes beyond reheating to air fry, grill, and convection oven—all in one. Designed for busy Filipino families, it enables healthy, delicious meals with minimal effort. Meanwhile, SmartThings Food offers guided recipes for a more enjoyable cooking experience, while embedded Wi-Fi and Simply Smart Control allow users to manage their cooking anytime, anywhere.

Guests also explored an experience zone that showcased Samsung’s fully connected smart home setup. The AI-powered washing machine provides an innovative approach to laundry with AI Ecobubble which smartly customizes laundry settings based on load size and fabric type. Utilizing innovative bubble technology, it penetrates fabrics deeply, saving up to 70% energy while ensuring up to 45.5% better fabric care. Its AI Wash feature further enhances efficiency by adjusting water, detergent, and wash times based on fabric softness and soil level.

Additionally, the spacious latest Side-by-side Refrigerator, equipped with SpaceMax technology and AI Energy mode, stood out for its combination of style, sustainability, and functionality. Equipped with SpaceMax technology and AI Energy mode, this refrigerator offers a generous 575-liter interior that maximizes storage without increasing external dimensions. Complementing these features, AI Energy mode optimizes compressor speed and defrost cycles, reducing energy consumption by up to 10% based on usage patterns.

Creating Smarter Homes for Filipino Families

Samsung continues to redefine the modern home through AI technology and SmartThings connectivity. By delivering greater convenience, personalization, and efficiency, Samsung’s smart appliances are transforming everyday routines, making them more enjoyable and effortless for every household.

As one of the country’s leading premium home appliance dealers, Abenson plays a key role in bringing these advanced solutions to more homes. With its wide network and commitment to quality service, Abenson makes smart, connected living more accessible to Filipino families.

This partnership reflects Samsung’s commitment to innovation, making these smart home solutions more accessible, easier to use, and sustainable—empowering Filipino households to embrace the future of connected living.

Upgrade your home today. Visit https://www.samsung.com/ph or head to any Abenson appliance store near you to explore the future of smart, connected living.