Chairman of Samsung SEAO: The most competitive TV market ever

The information was stated by Mr. CU Kim, President and CEO of Samsung Electronics Southeast Asia and Oceania (SEAO), in an interview with VnExpress at the end of April. He recalled the company’s 20 consecutive years of leading the global TV segment, from 2006 to present. In 2025 alone, Samsung Electronics accounts for about 29.1% of the global TV market share, according to Omdia. In the high-end segment over 2,500 USD, the company holds more than 54% of the market share.

Entering 2026, in a context that is considered more competitive than at any time in the past 20 years, Mr. CU Kim said that Samsung has the mindset: “Welcome competition”. In order not to go backwards, the global electronics giant focuses on the high-end segment and large screens; Balancing technological innovation with providing experiences users can trust.

Innovation – core competency for 20 years

It is no coincidence that Samsung leads for a long time. According to Mr. CU Kim, innovation capacity helps the unit create consistency in experience. Thanks to this ability, the brand creates trust for users – the most important factor in creating success. The unit’s leaders affirmed that all innovation and creativity are only meaningful when accepted by users.

“Consumers don’t just choose a TV. They choose a brand they can trust for years, where innovations work as promised,” he said.

Samsung first rose to No. 1 globally in 2006 when it introduced the Bordeaux TV line. In contrast to bulky box TVs, Dordeaux TV is inspired by wine glasses with a slim design, flat screen and soft curved lines.

The design is so highly praised by experts that they call this product “making box TVs obsolete” and opening up the stage for ultra-thin TVs.

Immediately after Bordeaux TV, Samsung continued its chain of innovation when introducing energy-saving LED TV lines to the market (2009); Smart TV expands entertainment possibilities (2011); The Serif – focusing on artistic design (2015); The Frame turns TVs into picture frames (2017).

In terms of image quality, the company continuously pursues industry-leading standards with QLED using quantum dot technology (2017); 8K TV 33 million pixels (2018); Mini LED with self-illuminating screen technology (2020). Or most recently, the company launched Micro RGB TV (2025) with ultra-small LED bulbs under 100 micrometers that allow displaying colors and images many times more realistic than Mini LED.

In this process, the role of TV is also constantly changing. From traditional audio-visual devices that help users watch programs according to broadcast schedules, TVs integrate the Internet to watch on streaming platforms. From manual control by remote, users switched to voice… Or like today, this device also acts as an assistant for users, learning the habits and preferences of each member, becoming a smart home connection center thanks to AI integration.

Mr. Kim said that to increase user trust and affection, Samsung extends the product life cycle, with a 7-year software update policy. The unit also builds a wide service and distribution ecosystem throughout the region.

AI – central in the new phase

Along with innovation, the company sees AI as central to its next stage of development. At CES 2026, the brand affirmed that artificial intelligence will help TV continuously expand its role.

All 2026 products will integrate Vision AI Companion (VAC), a new smart platform designed to make TV more intuitive, interactive and personalized. According to the introduction, VAC understands what viewers are looking at, predicts their needs, and displays useful, contextual information directly on the screen. Thanks to this platform, the TV changes its role from a passive display device to a “companion” in everyday life.

Mr. CU Kim gave the example of when watching football, the system can identify the content being played, improve image quality suitable for a fast-paced match, increase the vividness of the sound of the audience in the stands, making the experience more realistic. The system can also provide information related to the match such as statistics, players or real-time developments. Users can ask anything and VAC will analyze and give the answer.

“With AI, the goal is not to change the way people watch TV, but to make the experience more seamless and useful,” Mr. Kim said.

Home experience center

In the long term, Samsung wants to turn TVs into experience centers. The company’s AI strategies are aimed at increasing the quality of experience in specific situations. Samsung develops many features such as AI Upscaling to upgrade content quality; AI Soccer Mode optimizes display according to match context, or AI Sound Controller on-demand adjusts sound according to individual needs.

When connected to Bixby, users control the smart home by giving commands to the TV. Operations such as dimming the lights, playing music or sending recipes to the refrigerator can be coordinated via voice.

In the next 3-5 years, the company believes that the biggest change will not be in technical specifications, but in how technology becomes “invisible”. Mr. Kim explains this as the technology will silently upgrade the experience without complicating the user’s operations. Even people who are not tech-savvy like the elderly and children can have the best experience.

“The best technology is technology that does not attract attention, but naturally enhances the experience,” the unit representative explained.

Samsung’s high-end TV product range (Micro RGB, Neo QLED, OLED), near-high-end (Mini LED, Crystal UHD) in 2026 will be available in the Vietnamese market from the second quarter. The head of Samsung Electronics Southeast Asia and Oceania said that all of these products are integrated with Vision AI Companion – affirming the company’s commitment to bringing AI experiences to every segment.

Mr. Kim assessed Vietnam as an important market in the company’s TV development plan. Vietnam’s advantage is that its population is more than 100 million people and the middle class is growing strongly, leading to more demand for high-end products and technology to personalize experiences. Besides, Vietnam is “open” to AI, likes new experiences and is willing to use it if it brings a good experience.

In the long term, the leader affirmed that the combination of innovation, experience and user trust will continue to help Samsung maintain its leading role, continuing to create iconic products like the Bordeaux line.