Lee Jae-seung, Samsung Electronics Vice President, "Home Appliances That Know Me Better Than Myself... Offering New Experiences"

Consumer-Centered Lifestyle Brand Announces Ambitious First Steps

Jaeseung Lee, Vice President, Head of Samsung Electronics Home Appliance Division

[Asia Economy Reporter Ki-min Lee] "From now on, Samsung home appliances will evolve not only to reflect consumers' preferences but also to offer new user experiences that they have never known before."

Lee Jae-seung, Vice President and Head of Samsung Electronics' Home Appliance Business Division (pictured), revealed Samsung Electronics' new vision for home appliances in an article titled "Now, Home Appliances That Are True to Me, Samsung Home Appliances' Gahwamansaseong (家和萬事成)" published on Samsung Electronics Newsroom on the 11th.

Regarding Samsung Electronics' application of the integrated slogan for home appliances, "Now, Home Appliances That Are True to Me," launched in June, Vice President Lee expressed his aspiration, saying, "This is the first step in our commitment to becoming a 'consumer-centric lifestyle brand' that researches the consumers who use the products and creates home appliances tailored to new lifestyles."

Vice President Lee predicted that future home appliances will be "in a form that knows me better than I know myself." To this end, Samsung Electronics is conducting detailed research on consumers' living cultures and preferences through internal research teams, external experts, and cross-industry collaboration. He also mentioned that they are continuously researching the application of various artificial intelligence (AI) and robotics technologies to home appliances in cooperation with Samsung Research.

He added, "As social distancing and the spread of the 'Nasimbi' (consumption for my happiness) trend increase the value of homes, it is an era where homes evolve according to one's lifestyle and preferences." To adapt to these changes, Samsung Electronics launched 'Project PRISM' last year. Regarding Project PRISM, he explained, "It is Samsung Electronics' pledge and intention to achieve Gahwamansaseong in Samsung home appliances, meaning all household chores harmonize well and to provide homes that suit each individual consumer."

As examples of "home appliances true to oneself" that break the conventional mold of existing appliances, he introduced the Bespoke refrigerator, Grande AI washing machine and dryer, and the New Chef Collection refrigerator. Vice President Lee concluded by saying, "Through this, in the near future, consumers will be able to experience innovative experiences where Samsung home appliances take a step ahead to care for them," emphasizing, "Samsung Electronics will continue to work closely with consumers so that they can enjoy 'home appliances true to themselves, homes true to themselves.'"

This content was produced with the assistance of AI translation services.