Samsung Electronics has named Won-Jin Lee, formerly head of Global Marketing, as the new leader of its Visual Display business. This marks the first leadership change in over two years and signals a shift in strategy following a recent drop in TV profits and intensifying competition from TCL.
- Samsung's TV business profit declined in Q1 2026 amid rising costs and slowing demand.
- TCL is closing in, challenging Samsung's unit shipment dominance with aggressive pricing.
- New leader Won-Jin Lee brings marketing expertise to strengthen Samsung's TV ecosystem.
What happened
Samsung has replaced the head of its Visual Display business for the first time in over two years, appointing Won-Jin Lee, previously president of Global Marketing, as the new leader. This leadership change comes after Samsung reported a decline in TV business profits during the first quarter of 2026, which the company attributes to sluggish consumer demand and increased raw material costs.
The outgoing chief, Yong Seok-woo, has shifted focus to future technologies such as artificial intelligence and robotics within Samsung’s Device eXperience division. The reshuffle is seen as a strategic move not only to address recent financial performance but also to respond to emerging competitive pressures from rival brands.
Why it matters
Samsung remains the top global TV maker by revenue, holding a significant share of the premium segment. However, its advantage by shipment volume has narrowed dramatically, with the Chinese competitor TCL closely trailing Samsung and rapidly expanding in emerging markets. TCL’s aggressive Mini-LED pricing and acquisition of a controlling stake in Sony’s TV business pose a notable challenge to Samsung’s long-standing leadership.
The choice of a marketing veteran like Won-Jin Lee to lead the division indicates Samsung’s focus is shifting away from pure hardware innovation toward enhancing the TV user ecosystem. Emphasizing connected services, advertising platforms, and subscription content bundles will be crucial as hardware differentiation becomes more difficult in the mid-range segment where rivals can offer similar technology at lower prices.
What to watch next
Observers should monitor how Won-Jin Lee leverages his marketing and content experience to revamp Samsung’s TV business strategy. Samsung is expected to deepen integration of its TV hardware with premium content and advertising ecosystems, aiming to cultivate ongoing customer relationships beyond single device sales.
It will also be important to track TCL’s expanding influence following its Sony JV stake acquisition and whether this partnership further accelerates its challenge against Samsung. Samsung’s response in pricing, product portfolio, and service innovation will shape the competitive dynamics of the global TV market in the coming years.