PHILIPPINES – May 19, 2026 – Mark your calendars for the highly anticipated Samsung LazMall Super Brand Day on May 21. Returning for its ninth edition, the annual online sales event will present Samsung’s latest innovations at unbeatable prices for one day only. This year’s theme, “Dream Deals”, spotlights exceptional value across Samsung’s ecosystem of mobile devices, home appliances, TVs and displays – bringing premium innovations to consumers across Southeast Asia.

Held in partnership with Lazada, the leading eCommerce platform in Southeast Asia, the Samsung x Lazada Super Brand Day invites shoppers across the region to enjoy exclusive promotions and limited-time offers on some of Samsung’s most sought-after products.

The Super Brand Day will include Samsung’s most intuitive Galaxy AI phone yet, the Galaxy S26 series, designed to elevate everyday mobile use with its powerful performance, industry-leading camera systems, and advanced AI features. For an enhanced audio experience, the Galaxy Buds4 series complements the device with seamless connectivity.

Shoppers looking to upgrade their viewing experiences at home can explore Samsung’s premium display innovations, including the Mini LED M70H AI Smart TV lineup, which delivers exceptional color, clarity and intelligent picture processing capabilities. For all your productivity, entertainment and gaming needs, check out Samsung’s latest range of immersive displays, such as OLED, QLED, and Crystal UHD TVs, as well as Odyssey QLED Gaming Monitors. 

Homeowners can also look forward to doing less and living more with Samsung’s range of AI-powered digital appliances, which offer smarter and more intuitive living, with the Bespoke AI Refrigerators, AI Ecobubble Washer-Dryers, and Windfree Air Conditioners designed to simplify everyday routines at home.

Chang Soo Park, Head of Regional Online Business for Samsung Electronics, Southeast Asia and Oceania said, “We are thrilled to partner with Lazada once again to bring Samsung’s latest innovations closer to consumers across Southeast Asia. Whether upgrading everyday essentials or enhancing a home setup, this year’s ‘Dream Deals’ event makes our premium innovations more accessible than ever with offers that are not to be missed.”

Highlights of Samsung Super Brand Day in PH include:

• Up to 50% OFF on select Galaxy devices
• Up to 40% OFF on select TVs, Sound devices, and Monitors
• Up to 45% OFF on select Digital appliances

For more information, visit http://spr.ly/Samsung-LZD-SBD. Shoppers can also download the Lazada app on the Google Play Store or App Store to visit the Samsung official LazMall Flagship Store today.

In response, Samsung asked a simple question — can anyone create Hollywood-style videos on a Galaxy mobile phone? The answer is the Cinematic Look-Up Table (Cine LUT) feature on the Galaxy S26 series. While theAPV codec provides the foundation for cinema-quality video, Cine LUT brings a distinct color style to the footage.

Cine LUT makes professional-level color grading — once reserved for experts — accessible to anyone. Samsung collaborated with internal teams and external specialists to bring the feature to life. The Mobile eXperience (MX) Business led final camera implementation, Samsung Research developed core video processing technologies and U5K Imageworks — a colorist studio behind globally recognized productions — helped shape its visual aesthetic.

Following the introduction of the APV codec, which delivers a visually lossless level of image quality, Samsung Newsroom spoke with three key developers behind Cine LUT — Sugon Baek of the Camera Image Quality R&D Group at the MX Business, Bomi Kim of the Reality Media Lab at Samsung Research and Taesik Eom, CEO of U5K Imageworks — to hear the story of its creation.

▲ (From left) Taesik Eom, Bomi Kim and Sugon Baek

Q. What is a LUT? What sets Cine LUT on the Galaxy S26 series apart?

Baek: A LUT is essentially a “map” that transforms one set of colors into a desired look. Unlike conventional filters that simply overlay color, Cine LUT reinterprets Samsung Log¹ footage to deliver the depth and look of professional filmmaking.

Kim: It’s optimized for Log video. By leveraging its wide gradation,² the feature precisely reconstructs color and brightness to preserve subtle tonal details often lost with conventional filters for richer, more natural depth.

▲ Comparison of Log footage in standard settings and with the Thriller LUT and Blockbuster LUT

▲ Comparison of Log footage in standard settings and with the Coming-of-age LUT and Romance LUT

Q. What led to the development of Cine LUT?

Kim: While Galaxy devices supported Log video for high-quality capture, color grading remained challenging for users. We aimed to make professional-looking results accessible without advanced editing skills.

Baek: We wanted to create an experience that lets users preview cinematic footage at the moment of capture, then apply a LUT and share the video with a single tap in the Gallery.

▲ (From left) Bomi Kim of the Reality Media Lab at Samsung Research and Sugon Baek of the Camera Image Quality R&D Group at MX Business

Q. How did the collaboration with U5K Imageworks begin? How was Cine LUT developed?

Eom: Our collaboration began two years ago with Rec. 709 LUT advisory work for Samsung Log video, where we refined strong colors into more natural tones — an experience that led to Cine LUT. For this project, we developed multiple versions across three intensity levels — neutral, soft and strong — and tested them in diverse scenes, ultimately selecting four core styles.

Kim: Building on U5K’s color direction, we validated the concepts against quantitative criteria to ensure consistent performance in different environments, refining them through testing until creative intent and technical quality aligned.

▲ Taesik Eom, CEO of U5K Imageworks

Q. What challenges did you face during development?

Kim: We needed a large dataset to validate performance across diverse conditions. Testing in real-world environments — from natural and indoor lighting to day and night — and close collaboration were key to capturing the nuances of color.

Baek: Maintaining consistent, undistorted color in different environments was challenging. Through continuous testing, we developed a LUT that balances subjective preference with objective quality.

Q. What was the key consideration in creating looks optimized for mobile phones?

Eom: Ensuring reliable performance in real-world conditions was key. Since lighting, exposure and white balance constantly vary, we focused on creating looks that remain natural in any situation.

Kim: Quality was our top priority. We analyzed each frame and validated performance using tools like color charts, gray balance and vector scopes.

Q. Why were these four styles chosen for the Galaxy S26 series?

Baek: We analyzed the visual language of popular film genres and identified four representative styles. From the high-contrast Blockbuster to the fresh Coming-of-age, warm Romance and moody Thriller, each color palette was designed to give everyday scenes an instant cinematic look.

Q. What are your plans for the future?

Baek: We aim to further establish the Galaxy S26 series as a professional-grade camera. We hope to see more content that resonates with both creators and viewers and will continue to set new standards in video creation.

 

Kim:As the world changes rapidly, our goal is to identify next-generation technologies. Through close collaboration with business divisions, we will work to bring them into products and deliver innovative experiences to users around the world.

 

▲ Baek, Eom and Kim watch a video with Cine LUT applied.

 

Born from close collaboration, Cine LUT on the Galaxy S26 series transforms everyday moments into cinematic visuals. Beyond its technical achievements, the feature marks an important step toward making video creation more accessible — lowering barriers once reserved for professionals and enabling anyone to express themselves.

 

Heesub Han, a commercial and documentary director, shot a series of short films on Galaxy S26 Ultra using the APV codec and Samsung Log. Explore the videos below to discover the possibilities of Cine LUT through the making-of and short films.

If you thought smartphone innovation has peaked, think again. At Galaxy Unpacked 2026, Samsung introduced the new Galaxy S26 Series, setting the tone for what many are calling the era of truly intelligent, AI-powered phones. The excitement didn’t just stay on ground — it was captured, dissected, and reimagined through the lenses of our creators and media friends from Southeast Asia and Oceania (SEAO) who joined us in San Francisco.

For a full rundown on Samsung’s enhanced Galaxy AI, exciting features of the new devices, and how they help users accomplish more with less effort, check out @adamlob0’s interview with Carl Nordenberg, VP & Regional Head of the Mobile eXperience Business.

Unpacked energy, from San Francisco to SEAO

Your World Class Camera Companion

The Galaxy S26 Series isn’t just for calls, it’s fast becoming a creator’s go-to camera companion.

Unsteady hands? @droidlime shows off the new Super Steady with horizontal lock feature which helps keep your videos perfectly stabilised even with accidental wobbles.

Over on @fuzzchannel, we see how the Galaxy S26 camera system introduces creative possibilities, from expansive wide-angle shots to tight, detailed frames. Paired with Galaxy AI, creators have more control over every frame, empowering them to shoot, edit and share studio-worthy content—straight from their phones.

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}

The feature will begin rolling out from March 23,¹ starting in Korea and expanding to more regions including Europe, Hong Kong, Japan, Latin America, North America, Southeast Asia and Taiwan. AirDrop support² will initially be available on the Galaxy S26 series, with expansion to additional devices to be announced at a later date.

¹ Availability and timing may vary by market.

² The ‘Share with Apple devices’ feature is turned on by default.

Galaxy S26 Series, Samsung’s latest flagship line-up that redefines how we connect, create, and live using a device we rely on every single day is now officially launched in the Philippines. With Galaxy AI built into every corner of the Galaxy S26 Ultra, Galaxy S26+, and Galaxy S26, your phone anticipates your next move and makes daily life easier—cementing its place as Samsung’s “Most Intuitive Devices Yet.”

Welcome the Galaxy S26 Arrival with Exclusive Deals

Experience the AI phone era and get 45% off on the Galaxy S26 Ultra, Galaxy S26+, and Galaxy S26 when you trade in your current phone. Get up to 12% off with 0% installment up to 36 months through Metrobank, Unionbank, BPI, BDO, EastWest, and HSBC at participating Samsung Authorized Stores nationwide. Pair the Galaxy S26 Series with Buds4 Series or Watch for extra savings up to 15% until March 31, 2026

For those with no credit card, Samsung Finance+ offers up to ₱15,000 off at zero processing fee with 0% installment up to 24 months, plus flexible 36-month terms via Home Credit at a low 1% add-on rate per month. For added peace of mind, Samsung Care+ is available at 25% off for 2-year unlimited repair coverage, including accidental and liquid damage, with worldwide support.

Galaxy S26 Ultra introduces the mobile industry’s first built-in adaptive screen technology, Privacy Display, that shields sensitive information from prying eyes. By controlling how pixels disperse light, it’s a customizable feature that ensures that only the intended user sees the content clearly, while those nearby perceive a dimmed or obscured view. 

Powered by Snapdragon® 8 Elite Gen 5 Mobile Platform, an Enhanced Vapor Chamber, and Super Fast Charging 3.0 which minimizes downtime by reaching up to 75% charge in just 30 minutes, the Galaxy S26 Ultra delivers uncompromising performance, security, and efficiency in one sleek device.

Experience Intuitive with Galaxy AI

Introduced for the first time, Now Nudge analyzes what’s on your screen and provides smart, contextual suggestions right from your keyboard toolbar so you never have to jump between apps. While the enhanced Now Brief can now proactively surface timely reminders for important events based on your personal context, helping you stay organized throughout the day. Powered by its built-in on-device learning it delivers smarter personalization without sharing data externally, meaning the more you use it, the smarter it gets for you specifically.

Bixby, on the other hand, returns as a conversational device agent, a convenient upgrade that helps users easily navigate their devices and adjust settings using natural language, without digging in the settings and even the need for exact terminology or commands.

To prevent the frustration of receiving spam or uncalled-for calls, Samsung introduces Call Screening. Galaxy AI intelligently identifies suspicious numbers in real time, by asking first who is the caller and their intention, giving you the option to decline or accept. This ensures that only the calls that truly matter reach you, adding an extra layer of convenience and peace of mind.

Galaxy AI also helps redefine the way users express and create with the enhanced Photo Assist  that now allows users to easily make a photo taken during daytime to a night shot, remove unwanted people in the background, and even complete a photo by adding other elements, all by simply typing it. 

Creative Studio, on the other hand, allows users to customize or create stickers, wallpapers, invitations, etc easily from a sketch or by using a prompt. The upgraded Audio Eraser has also been refined and is now accessible in third‑party applications such as Instagram and YouTube.

While all these features use and analyze the user’s data daily, Samsung Knox provides multi-layered security, protecting Galaxy devices from the chip level up. On-device Galaxy AI runs on the Personal Data Engine (PDE) for context-aware personalization, secured by Knox Enhanced Encrypted Protection (KEEP) and Knox Vault, which isolates sensitive data in dedicated hardware. With user controls for AI features, the Galaxy S26 series combines hardware and software to deliver system-wide protection for personal data.

Complete the seamless Galaxy experience with Samsung’s latest audio innovations — Galaxy Buds4 Pro and Galaxy Buds4. The Buds4 Pro feature a wider woofer, upgraded Active Noise Cancellation (ANC), and an adaptive equalizer for richer sound. Users can also launch AI agents like Bixby, Google Gemini, and Perplexity hands-free with voice controls.

Availability

The Galaxy S26 lineup embraces a cohesive design across all models, offering different colorway choices such as Cobalt Violet, White, Black, and Sky Blue, with Samsung.com exclusives including Pink Gold and Silver Shadow.

Learn more about the Galaxy S26 Series by visiting:

• Galaxy S26 Ultra: https://www.samsung.com/ph/smartphones/galaxy-s26-ultra/buy/?modelCode=SM-S948BZVCPHL 

• Galaxy S26+: https://www.samsung.com/ph/smartphones/galaxy-s26-ultra/buy/?modelCode=SM-S948BZVCPHL

• Galaxy S26: https://www.samsung.com/ph/smartphones/galaxy-s26/buy/?modelCode=SM-S942BZDQPHL

• Galaxy Buds4 Pro https://www.samsung.com/ph/audio-sound/galaxy-buds4-pro/buy/?modelCode=SM-R640NZDAASA

• Galaxy Buds4: https://www.samsung.com/ph/audio-sound/galaxy-buds4-pro/buy/?modelCode=SM-R540NZKAASA

For more information, follow @SamsungPH on Facebook, Twitter, and Instagram, or visit https://www.samsung.com/ph/

Now you see it, now you don’t. This isn’t some magic trick; you should be in control of what people see on your device. With the industry’s first built-in Privacy Display¹ on Galaxy S26 Ultra, you can decide when you want a clear view from all angles and when you want extra protection from prying eyes.

 

What is Privacy Display?

Privacy Display on Galaxy S26 Ultra is a new kind of personal protection built-into the device that allows you to adjust the visibility of content on your screen. When enabled, visuals are clear for the user while limiting what others can see when looking at the screen from the side — perfect when you’re traveling or in other public places.

 

Unlike aftermarket stick-on privacy screen covers, the Privacy Display on Galaxy S26 Ultra offers protection without compromising the viewing experience during everyday use.

 

How does Privacy Display work?

Galaxy S26 Ultra: Where Innovation Leads

Galaxy S26 Ultra brings together Samsung’s most advanced innovation in a single device — powerful performance, an industry-leading camera system, enhanced intuitive Galaxy AI and the world’s first mobile phone with a built-in Privacy Display.²

Privacy Display, which has drawn widespread praise since its unveiling, is a breakthrough in display technology that fundamentally changes how privacy can be protected on a phone at a pixel level. Designed for everyday situations, hardware and software are working as one to protect privacy without compromising everyday viewing experiences.

Built for all-day performance, Galaxy S26 Ultra delivers the most powerful performance on a Galaxy S series yet, powered by a customized mobile processor — Snapdragon® 8 Elite Gen 5 Mobile Platform for Galaxy³ — with significant gains⁴ across the CPU, GPU and NPU to support faster, smoother experiences that keep up throughout the day.

Galaxy S26 Ultra also features Samsung’s most intuitive and user-friendly AI experience to date. Features like Now Nudge⁵ provide proactive and relevant context-aware suggestions, while Now Brief⁶ surfaces timely reminders for important events. A choice of agents⁷ also help users to complete tasks easier with a single button press or voice prompt.

Galaxy S26 Ultra builds on Samsung’s industry-leading camera system, seamlessly integrating capture, editing and sharing into one intuitive workflow. Nightography video⁸ keeps footage vibrant even in low light, and Super Steady,⁹ which comes with a new horizontal lock option for greater stability, even during dynamic movement. Editing is just as easy and straight forward. With the upgraded Photo Assist,¹⁰ users can refine images and express their creativity by simply describing what they want in their own words, while Creative Studio¹¹ empowers users to easily turn their ideas into polished visuals — from stickers and invitations to personalized wallpapers.

Galaxy Buds4 Series: Superior Hi-Fi Sound With Computationally Designed Fit

Users can enhance the capabilities of the Galaxy S26 with the new Galaxy Buds4 series which integrated Samsung’s most advanced audio and wearability innovations together in one seamless experience. The Galaxy Buds4 Pro and Buds4 deliver superior hi-fi audio and everyday wearability to achieve the best listening experience across the Galaxy Buds series to date. The Buds4 series establishes a new iconic blade design with an engraved pinch control¹² and ultra-sleek ergonomic fit, achieved by analyzing hundreds of millions of global ear data points and running over 10,000 simulations¹³ to optimize for all-day wearability and comfort. Powerful hardware and software innovations on the Buds4 Pro such as a wider woofer and an enhanced Adaptive Equalizer and Active Noise Cancellation¹⁴ produce rich full-spectrum sound true to the original recording. With the integration of several AI agents¹⁵ and intuitive hands-free controls, the Buds4 series becomes a natural companion to Galaxy S26, extending everyday experiences beyond the phone.

Starting March 11, the Galaxy S26 series is available¹⁶ through carriers, retailers and Samsung.com. The Galaxy S26 series features a unified design language across all models, with shared color options including Cobalt Violet, White, Black and Sky Blue alongside the Samsung.com-exclusive Pink Gold and Silver Shadow.

The Galaxy Buds4 series is available in two models — Galaxy Buds4 Pro and Buds4 — with distinct colorways including White and Black with a refined matte finish — as well as an online-exclusive Pink Gold for Buds4 Pro.

For added peace of mind, Samsung Care+¹⁷ offers comprehensive coverage that protects the devices’ value, including fast repairs for accidental damage, extended warranty and certified expert support available both at home and abroad.

Samsung Unpacked 24. Februar 2026

For more information about the Galaxy S26 series and Galaxy Buds4 series, please visit: Samsung Newsroom, SamsungMobilePress.com and Samsung.com

1. Samsung Account login may be required to use certain AI features. Samsung does not make any promises, assurances or guarantees as to the accuracy, completeness or reliability of the output provided by AI features. Availability of Galaxy AI features may vary depending on the region/country, OS/One UI version, device model and phone carrier. ︎
2. World’s first built-in privacy display on a smartphone. Must be enabled in settings. 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. ︎
3. Snapdragon branded products are products of Qualcomm Technologies, Inc. and/or its subsidiaries. Snapdragon is a trademark or registered trademark of Qualcomm Incorporated. ︎
4. AP performance improvements shown compared to Galaxy S25 Ultra. Actual performance will depend on user environment, conditions and pre-installed software and applications. ︎
5. 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 analyzing available image content. Accuracy of results is not guaranteed. ︎
6. 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 Intelligent’s Gmail read permission. Recalled data for reservation details only available from reservation confirmation messages. ︎
7. Availability may vary by region/country and language. ︎
8. Results may vary depending on light condition and/or shooting conditions including multiple subjects, being out of focus or moving subjects. ︎
9. Super Steady results may vary depending on editing method and/or shooting conditions. ︎
10. Photo Assist may require a network connection and Samsung Account login. Service availability may vary by country, language or device model. Photo Assist may result in a resized photo. A visible watermark is overlaid on the image output upon saving in order to indicate that the image is generated by AI. The accuracy and reliability of the generated output is not guaranteed. ︎
11. Creative Studio feature requires a network connection and Samsung Account login. Service availability may vary by country, language or device model. The accuracy and reliability of the generated output is not guaranteed. Sticker sets only compatible with Samsung Keyboard and can only be shared via Quick Share feature with other Galaxy devices that have One UI 5.0 or later installed and Quick Share app version 13.8.50.x or later. ︎
12. Galaxy Buds are available to connect as Bluetooth Audio regardless of OS, but to configure advanced settings, Galaxy Buds must be paired with a smartphone with Android 10.0 or above and a minimum of 1.5GB of memory.​ Advanced settings on the quick panel or Buds menu in Settings include Noise Control, Adaptive EQ, Pinch Control and software update. ​Some features are only available on compatible Samsung Galaxy smartphones.​ Android is a trademark of Google LLC. ︎
13. Based on global ear data research conducted by Samsung Design Innovation Center. ︎
14. Available on Buds4 Pro. ︎
15. AI features require a compatible Samsung Galaxy phone. ︎
16. Availability may vary by country, region, and carrier. Color availability may vary depending on country or carrier. ︎
17. Terms and conditions apply. Samsung Care+ coverage, service type and promotion details may vary by country/region and deductible (service fee) may apply. To be eligible for Samsung Care+ promotion benefit, registration may be required. For detailed Samsung Care+ information, please visit https://www.samsung.com/samsung-care-plus/ ︎

Highlighting the region’s strong demand for technology, he noted that 9 out of 10 young people in Southeast Asia use AI on their mobile devices daily.

He said, “Southeast Asia and Oceania is one of the most dynamic markets in the world and the region that adopts AI innovations the fastest”, emphasizing that with its openness and enthusiasm towards technological advancements, the region holds immense potential and will be a key area for future AI development.

Noting the region’s diverse population and landscape, TM Roh reiterated the importance of localization, sharing that Samsung is optimizing Galaxy AI for local languages, contexts and environments at three R&D centers in Indonesia, Vietnam, and the Philippines. 

“Our customers in Southeast Asia and Oceania have very high expectations for the latest technology,” he said. To meet the needs and demands of consumers in the region, he shared that “the Galaxy S26 is built to deliver the most powerful mobile performance to date, elevating the camera experience to the next level and is designed to help users complete daily tasks more quickly and naturally with enhanced Galaxy AI.”

The Galaxy S26 Series represents an important step forward in Samsung’s agentic AI approach by reducing effort from users to get things done and having AI quietly assisting in the background to make daily life simpler. 

TM Roh revealed that 67% of the Galaxy S25 Series sold in Southeast Asia and Oceania were the Galaxy S25 Ultra, reflecting consumer demand for premium mobile experiences. He also shared that the sales of the Galaxy S25 Series in the region surpassed its predecessor, with momentum growing through real-use case reviews and word of mouth recommendations. He expressed heartfelt appreciation for the strong support from consumers in the region. 

As consumers in Southeast Asia and Oceania anticipate and look forward to the arrival of the new line-up, the Galaxy S26 Series will be launched across five markets in the first phase – Thailand, Australia, Vietnam, Malaysia, and Singapore.

Learn more about the Galaxy S26 Series:

• Galaxy S26 Ultra https://www.samsung.com/ph/smartphones/galaxy-s26-ultra/buy/?modelCode=SM-S948BZVCPHL
• Galaxy S26+ https://www.samsung.com/ph/smartphones/galaxy-s26-ultra/buy/?modelCode=SM-S948BZVCPHL
• Galaxy S26 https://www.samsung.com/ph/smartphones/galaxy-s26/buy/?modelCode=SM-S942BZDQPHL