“Consumers in Southeast Asia and Oceania have high expectations for technology to make life better, and the Galaxy S26 Series will deliver next-level intelligent experiences,” – TM Roh
President and Head of Device eXperience (DX) Division
Following the global debut of the Galaxy S26 Series at Samsung’s Unpacked event, TM Roh, President and Head of Device eXperience (DX) Division, met with regional media to discuss the strategic importance of the Southeast Asia and Oceania (SEAO) market.
Roh characterized the region as one of the world’s most “dynamic,” noting that it is currently adopting AI innovations faster than any other market. This enthusiasm is backed by local data: 90% of young people in Southeast Asia use mobile AI daily, and 70% believe the technology will significantly improve their quality of life.
A Tailored AI Experience
To meet these high regional expectations, Samsung is doubling down on localization. The company is currently utilizing three dedicated R&D centers in Indonesia, Vietnam, and the Philippines to optimize Galaxy AI for local languages and cultural contexts.+1
The new Galaxy S26 Series marks a shift toward “agentic AI”. According to Roh, this approach focuses on:
- Background Assistance: AI that works quietly to simplify daily life.
- Reduced User Effort: Streamlining tasks to make them more natural and faster.
- Enhanced Performance: Delivering the most powerful mobile processing and camera experiences to date.
Premium Demand and Market Momentum
The launch follows a successful year for the predecessor, the Galaxy S25 Series, which saw higher sales than previous models driven by word-of-mouth recommendations. Notably, the Galaxy S25 Ultra accounted for 67% of total sales in the SEAO region, signaling a massive appetite for premium, high-end mobile experiences.
First-Phase Launch Locations
The Galaxy S26 Series will begin its rollout across five key markets in the initial phase:
- Thailand
- Australia
- Vietnam
- Malaysia
- Singapore
As Samsung continues to integrate AI across its entire portfolio—from smartphones to home appliances—the Galaxy S26 stands as the flagship representative of this “intelligent connected experience”
