In fact, the matters Chairman Lee Jae-yong personally oversees often involve a grand vision. From elevating national status beyond simple business to bold investments for future growth engines. Today, I’d like to delve into Chairman Lee Jae-yong’s main activities in 2026 and Samsung’s focused future strategies. What stories are hidden within?

2026 Milan Winter Olympics, The Scene of ‘Sports Diplomacy’

Did you hear the news that Chairman Lee Jae-yong departed for Milan, Italy, in February this year? It was for the 2026 Milan-Cortina Winter Olympics, and it’s now common knowledge that it wasn’t just simple sports spectating. This was his first visit to the Olympics in two years since the 2024 Paris Summer Olympics. There, he reportedly met with global political and business figures and key business partners one after another.

• During this trip, Chairman Lee Jae-yong expanded his global business reach by attending the Winter Olympics.
• Samsung has been an official IOC sponsor since the 1998 Nagano Winter Olympics, and it is the only Korean company among the top 15 sponsors.
• In particular, they opened ‘Samsung House’ in Palazzo Serbelloni, a historic building in Milan, continuing their Olympic partnership journey.

This began with the ‘brand management’ policy inherited from the late Chairman Lee Kun-hee, based on the judgment that sports sponsorship is suitable for enhancing brand value. Samsung’s sports diplomacy seems to contribute not only to corporate activities but also to elevating Korea’s status.

AI Autonomous Factory, A Blueprint for Future Production Innovation

Samsung’s announcement of its plan to transform its domestic and international production factories into ‘AI autonomous factories’ by 2030 was also huge news. This means actively introducing artificial intelligence into all manufacturing processes to apply ‘agentic AI’ that plans and executes autonomously.

• AI autonomous factories will introduce digital twin-based simulations across all processes, from material input to production and shipment.
• They plan to innovate the quality and productivity of global production bases by strengthening data-based analysis and pre-verification through quality, production, and logistics AI agents.
• They also plan to expand AI application to environmental safety, detecting risk factors in advance and preventing accidents, thereby enhancing safety levels in manufacturing sites.

This would mean humanoid manufacturing robots would be deployed in high-temperature or high-noise environments where human work is difficult. Samsung Electronics President Roh Tae-moon also mentioned strengthening M&A for robot business expansion at CES 2026, showing Samsung’s strong commitment to manufacturing innovation.

Lee Jae-yong’s Management Philosophy: Super-gap Technology and Talent

Lee Jae-yong’s management philosophy can be summarized as ‘technology and talent.’ He has always emphasized that securing manufacturing competitiveness through nurturing excellent technical talent determines the future survival of not only Samsung but also the Korean economy. Samsung Electronics’ operating profit in 2026 is expected to surpass the record-breaking year of 2018.

• Chairman Lee Jae-yong stated, ‘We must invest in technologies that don’t exist in the world. Our survival depends on future technologies,’ urging the continuation of the tradition of technology-centric and preemptive investment.
• He also announced plans to expand investment in new future businesses, emphasizing the maintenance of a semiconductor ‘super-gap’ and intensive nurturing of the bio and AI sectors.
• Indeed, with the return of the semiconductor super cycle amidst the AI boom in the second half of 2025, record profits are expected for the next few years.

Thanks to this management philosophy, Samsung is projected to reclaim the top spot in memory semiconductor operating profit in 2026 and usher in an era of annual operating profits exceeding 200 trillion won. Ultimately, steadfast investment in technology and talent seems to shine even in times of crisis.

Following Chairman Lee Jae-yong’s footsteps in 2026, we can clearly see the direction in which the giant ship that is Samsung is sailing. From sports diplomacy on the global stage to AI autonomous factories that will lead the future, and an unwavering management philosophy that prioritizes technology and talent. We truly look forward to the future Samsung will create.

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