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Samsung Electronics Co., Ltd. held the 2026 edition of The Brief event in Hanoi, Vietnam on 14 October, showcasing its extensive digital appliance portfolio of business solutions and home appliances.
“Samsung’s ambition has always been to deliver new innovations and we have demonstrated how technology can truly add value through our broad range of AI-enabled products and solutions for consumers and businesses,” said Bernard Ang, Regional Head of Home Appliances, Vice President, Samsung Electronics Southeast Asia and Oceania. “Our line-ups are designed to meet real-user needs and as we continue to introduce new innovations, we will focus on expanding the reach of products to benefit more customers, enhance AI experiences for further convenience and personalization, and strengthen the reliability and durability of appliances for both homes and enterprises.”
The Brief Hanoi was attended by more than 50 journalists and influencers from Indonesia, Malaysia, Singapore, the Philippines, Thailand and Vietnam, who gathered for an in-depth look at Samsung’s latest appliances from different product categories including laundry, refrigerators, and air conditioners.
The event was held at the newly opened Samsung Business Experience Studio (BES) in Hanoi, a space designed to simulate real-world scenarios across various industries, offering customers and visitors the opportunity to experience how Samsung’s wide range of products can be deployed in fields like education, hospitality, and other commercial environments.
Advancing the Future of Smart Cooling Solutions
Samsung has expanded its HVAC (Heating, Ventilation and Air Conditioning) portfolio across residential and commercial environments — enabling users to leverage AI-driven features and SmartThings connectivity. With the acquisition of European HVAC specialist FläktGroup – which has over a century of accumulated technological expertise and design capabilities – Samsung is also further expanding into industrial applications like data centers, broadening its line-up of diverse HVAC solutions for more customers.
Central to the line-up is WindFreeTM technology, which has been refined over the past decade and now anchors the latest WindFree AI Expert Split Type Air Conditioner. This model features a streamlined form that allows the air conditioner to fit naturally into the surrounding space and comes equipped with AI-powered technologies for personalized comfort. AI Motion Wind adapts airflow based on user preferences and movements while WindFree™ Wearable Good Sleep can connect to a compatible wearable device[1] and utilize body signals to automatically adjust the cooling performance based on the user’s sleep state.
Attendees at the event were also given a first look of the 2027 new room air conditioner. The upcoming model comes with a new design featuring a rounded shape and split design on the lower blade, with a fabric-like texture. In addition to its new visual appearance, this model also expands access to AI and smart features such as AI Energy Mode[2].
Laundry Solutions for Evolving Business Needs
As Samsung expands its presence in B2B business, the company broadens its product portfolio to meet diverse B2B needs, including laundry solutions, built for best-in-class performance, reliability and ease of operations.
The 18kg washer offers powerful and fast performance even for large loads and items such as king-sized bedding. Washing cycles are efficient, with a normal cycle taking 36 minutes to complete[3], while Bubble Wash technology ensures effective removal of stains or detergent on clothes. Meanwhile, equipped with a vent system, the 14kg dryer supports speed drying – with heavy duty loads being completed within 45 minutes[4].
With durability a top priority for laundry equipment, the washer is fitted with Vibration Reduction Technology Plus (VRT+™) to reduce vibrations[5] which can accelerate wear and tear of internal parts. Both appliances are also easy to operate and maintain. The Manager Mode on the washer enables convenient adjustment of settings such as rinse and water levels, and with Wi-fi connectivity, operators can also remotely monitor the status and performance of the machine.
Samsung’s approach for the B2B sector is not limited to supporting partners with our expanding product line-ups. As modern building management shifts toward greater efficiency and optimized operations across entire sites — Samsung solutions are designed to work as one. SmartThings Pro, Samsung’s integrated B2B IoT platform, connects HVAC and other devices across residential, retail, hospitality and corporate environments, enabling businesses to manage multiple sites, automate operations and monitor energy use through customized dashboards, and enterprise API integrations.
Reimagining the Connected Home Through AI-Powered Experiences
At the seminar, Samsung highlighted its commitment to making home living smarter and more seamless, demonstrating how its AI-powered appliance ecosystem comes together to support consumers by adding convenience to everyday life. Intelligent features in Samsung refrigerators for example, can help users manage their food inventory, offer personalized recommendations, and simplify everyday decision-making with AI-powered experiences.
With the recent update, refrigerators like the Bespoke AI Refrigerator Family Hub can make planning and preparation of meals much easier. Cloud intelligence makes it possible to recognize more food items than before with greater accuracy, while the SmartThings Food can recommend recipes based on the ingredients a user currently has. Additionally, the new FoodNote widget introduced this year offers tailored suggestions for a shopping list, by analyzing consumption patterns to identify frequently consumed items.
Beyond the Purchase: Appliances That Evolve with Users
Samsung’s connected home is a unified and personal experience across home appliances and services — one designed to keep improving long after purchase.
To ensure users can continue to enjoy enhanced experiences over time, eligible appliances come with up to seven years of software updates[6]. The latest update in September included upgrades to Now Brief for select refrigerator models globally, with the new capabilities showcased during The Brief Hanoi. Additionally, enhanced Bixby[7] experiences for natural voice interactions now also provide users with more intuitive controls for their appliances.
With Samsung’s Home Appliances Remote Management (HRM) service[8], users can provide consent to access real-time remote solutions for product issues. When problems are detected, users can be guided to identify and diagnose the cause, and are provided with step-by-step instructions on how to proceed. If an on-site visit is necessary, HRM can also allow technicians to review diagnostic data in advance, supporting a more efficient experience.
Samsung’s expanding portfolio of intelligent appliances, AI-powered experiences and connected services are evolving alongside the needs of consumers and businesses across Southeast Asia and Oceania. By seamlessly integrating these elements, Samsung continues to deliver more meaningful, everyday AI experiences for all.
To find out more about Samsung’s latest home appliances innovations, visit samsung.com/ph.
