Samsung Swaps TV Business Chief After Two Years
May 4, 2026 – 7:20 am
Samsung Electronics has appointed Won-Jin Lee, previously president of its Global Marketing Office, as the new head of the Visual Display business. This move comes after a quarter of declining TV profits, marking the first change at the top of this division in more than two years.
Yong Seok-woo, the outgoing chief who has led the unit for over two years, will now take an advisory role within the Device eXperience division, focusing on future technologies like artificial intelligence and robotics.
While Samsung remains the global TV market leader by revenue, with a 29.1% share and a strong hold on the premium segment, recent quarters have been challenging. The company attributed stagnant demand and rising raw material costs to the first-quarter profit slip.
The rise of a new competitor, TCL, is a factor in this shift. By volume, TCL has narrowed Samsung’s lead, driven by aggressive pricing strategies and market expansion. In March, TCL secured a controlling stake in Sony’s television business, further intensifying competition.
Lee‘s appointment signals a "fresh perspective" and necessary changes, according to Samsung, acknowledging the need for a course correction amidst growing challenges from both traditional and new competitors.