Samsung Electronics has appointed Lee Won-jin to lead its TV business, replacing Yong Seok-woo, who will now serve as an adviser.
Before now, Samsung usually reshuffles top roles in December, but this recent decision came midyear. The company did not give a reason.
Won-jin moves into the role from Samsung’s Global Marketing Office. Before joining the company in 2014, he worked at Google, where he held senior positions, including a leadership role in Korea.Â
Over the years, he has been linked to the growth of Samsung’s TV and mobile services operations.
His appointment also breaks the tradition of placing engineers in charge of Samsung’s TV division. This time, it has chosen someone with a background in marketing, content and services.
Samsung’s TV business is facing slower demand and higher costs. The company said last month that profit from its TV segment fell in the first quarter, as material expenses increased and sales did not keep pace.
Competition is also getting worse as Chinese brands such as TCL Electronics and Hisense are expanding quickly, helped by strong domestic demand and lower pricing. At the same time, Sony has entered a new partnership in home entertainment, adding pressure across the market.
Samsung still leads global TV shipments, a position it has held since 2006. However, the gap is narrowing with Chinese manufacturers gaining share and expanding into more markets.
Inside the company, the TV and home appliance division recorded losses in late 2025, including a sharp deficit in the fourth quarter. It returned to profit in the first quarter of 2026, but the recovery is still fragile.
In response, Samsung is adjusting its strategy, cutting back on lower-margin production and focusing on markets where it performs better, including the United States. Reports have also shown the company may scale down or stop TV sales in China this year.
At the same time, Samsung is putting more weight on services. Platforms such as Samsung TV Plus and its Art Store are expected to generate steady income beyond the hardware sales business. The company is also expanding artificial intelligence features across its TV range, from premium models to entry-level sets.
Marketing will play a bigger role as well, with major events like the 2026 FIFA World Cup approaching, Samsung is likely to step up promotions to drive demand.
