Samsung’s Strategic Shift: Vietnam as a Cornerstone of Innovation
Vietnam has evolved from being a manufacturing base to becoming a pivotal element in Samsung’s global strategy. This transformation is driven by the country’s ability to adopt advanced technologies and its growing pool of digital talent, according to President CU Kim of Samsung Southeast Asia and Oceania. Over the past three decades, Samsung has invested over $23.5 billion in Vietnam, making it the largest foreign investor in the country. The company now sees Vietnam as a new center for innovation and talent development, with a strong focus on supporting the nation’s aspirations to lead in artificial intelligence (AI).
Vietnam’s Role in Samsung’s Growth in Southeast Asia
Vietnam has always played a critical role in Samsung’s journey in Southeast Asia. The company has established six manufacturing facilities and large-scale sales and marketing offices in the country. In 2022, Samsung launched its largest research and development (R&D) center in Southeast Asia, located in Vietnam. This strategic move was not based on a single factor but rather a combination of Vietnam’s expanding technological capabilities, vibrant talent pool, and clear ambition to lead in digital transformation.
Samsung views Vietnam as a strategic base for innovation and production in the region. The company collaborates closely with local partners to foster talent and co-create solutions that are relevant to emerging markets. Its goal is to help Vietnam take a leading role in the AI era—not just as a manufacturer, but as a rising hub for innovation and talent.
Advantages in Technology Development and Innovation
Vietnam and Southeast Asia are characterized by their dynamism and optimism. The younger generation in Vietnam shows a remarkable passion for technology, actively integrating AI into daily life for learning, future work, and community change. Young consumers are practical and creative, quickly adopting innovations that offer real value.
Samsung has witnessed this through initiatives like “Solve for Tomorrow,” where students apply STEM knowledge to address real-world challenges. Since its launch in Vietnam in 2019, participation has grown from 500 to over 560,000 students. In 2024, one of the winners, Nguyen Hoang Dung, was named a global ambassador for the Digital Olympic Community, inspiring young Vietnamese to engage globally.
The energy in Vietnam is driven by a generation of digital natives eager to learn, create, and lead. This enthusiasm is reflected in the country’s fast-paced tech adoption and purposeful innovation, making it an exciting destination for future technological growth in Southeast Asia.
Human Resources and Global Corporate Demands
Vietnam’s young engineers and technology students show great potential with strong STEM foundations and agile, dedicated mindsets. Samsung has seen this through recruitment exercises and internship programs, where many candidates grow into full-time roles and contribute to advanced projects across R&D and manufacturing.
To meet global corporate demands, they should deepen expertise in emerging technologies like AI and cybersecurity while strengthening soft skills such as communication, collaboration, and critical thinking. Samsung supports this through initiatives like the “Samsung Innovation Campus” (SIC), which provides AI, big data, and programming training, along with career guidance and soft skills development.
To date, SIC has trained over 19,000 students nationwide. Through the “Samsung Hope School” project, the company is also expanding educational access to thousands of children across the country.
AI Integration in Products and Services
Samsung’s approach to AI integration focuses on using smarter technologies to improve users’ lives in meaningful ways. Personalization remains a key priority, as everyone uses technology differently and has unique expectations.
In Vietnam, AI is seen as an essential driver of innovation that enriches people’s lives and supports the country’s growing digital economy. Samsung’s AI-integrated products, such as Galaxy AI, Bespoke AI, and Vision AI, deliver smarter, more personalized, and intuitive experiences to Vietnamese consumers.
Supporting Daily Lives Through AI
Samsung has been developing AI for over a decade, continuously pushing the boundaries of innovation. From Galaxy AI and Bespoke AI to Vision AI, the company delivers enhanced communication, productivity, creativity, health monitoring, and connected living experiences.
The Galaxy Z Series exemplifies the integration of AI, hardware, and design to bring meaningful benefits to users. Samsung prioritizes security and privacy, ensuring personal data is protected at every level through technologies like Samsung Knox. The company believes innovation should be both smart and responsible, balancing cutting-edge technology with ethical AI use and robust privacy protections.
Adapting AI in Home Devices
Southeast Asian consumers, particularly in Vietnam, embrace smart technologies that simplify daily life and adapt to personal habits. Samsung’s Bespoke AI makes the Smart Home experience more intuitive and personalized, allowing devices to learn user preferences and automatically make recommendations.
When combined with screens, appliance connectivity becomes more seamless, whether managing chores or caring for family through meal planning or pet monitoring. Samsung is not just connecting devices but enhancing the user experience at every touchpoint.
Making AI Affordable
Samsung designs AI features like AI Energy Mode in SmartThings Energy to optimize appliance performance, save energy, and reduce bills. Refrigerators and washing machines equipped with AI Energy Mode can save up to 10-70% energy. For example, this mode adjusts compressor speed and defrost cycles based on usage patterns to save up to 10% in refrigerators and up to 70% in washers.
Samsung’s vision of “AI for All” ensures that innovations benefit as many people as possible. AI capabilities are built into a broad range of products, not just premium ones, so more people can enjoy smart, energy-saving technology. Recently, Samsung launched an affordable new washer in Vietnam, the Bespoke AI Top Load Washer, featuring three AI functions—AI Wash, AI Energy Mode, and AI Vibration Reduction Technology Plus (VRT+).
Incorporating Vietnamese Consumer Habits into AI
Localization is crucial to meeting the needs of Vietnamese consumers. Engineers at Samsung Research and Development Institute Vietnam (SRV) developed Vietnamese support for Galaxy AI, completing the model in four months and addressing dialects, slang, and real-world testing. These engineers work closely with global R&D hubs in South Korea and India on AI architecture, training methods, and testing tools.
As AI becomes more central to the user experience, Samsung will continue investing in local talent and infrastructure to ensure its technology reflects the language, culture, and expectations of Vietnamese users.
Vietnam as a Gateway for AI Expansion
Vietnam serves as a strategic foundation for Samsung’s manufacturing and R&D efforts, including contributions to Galaxy AI. Local expertise and insights allow Samsung to develop and refine AI-integrated features that are relevant to emerging markets.
Vietnam’s manufacturing capacity has produced over 2 billion Galaxy ecosystem products, including smartphones, tablets, and wearables. This scale and depth give Samsung a unique advantage in bringing AI-powered innovations to market quickly and efficiently.
Future Focus Areas for Vietnam
To become a regional technology hub, Vietnam should continue investing in human resources, digital infrastructure, and innovation. Government initiatives promoting technology and education provide a solid foundation for long-term growth. Samsung will support Vietnam through partnerships, training programs, and youth initiatives.
Outlook for Vietnam’s Innovation Ecosystem
Vietnam’s innovation ecosystem is gaining momentum, supported by government initiatives, a growing startup scene, and global technology partnerships. Programs like Techfest, AI startup support, and workforce upskilling help Vietnam climb global innovation rankings and attract investors.
Samsung’s Relationship with Vietnam in the Next Five Years
Samsung and Vietnam have shared a partnership spanning over three decades, with Samsung as the largest foreign investor (US$23.5 billion). The Samsung Research and Development Institute Vietnam (SRV) now handles mobile phones, laptops, and network equipment, leading projects in hardware, software, and mechanical design, including testing network quality for 35 global carriers.
Samsung is also investing in green transformation with rooftop solar projects at Bac Ninh and Ho Chi Minh factories, reducing its carbon footprint. Initiatives like smart factory cooperation improve domestic suppliers’ competitiveness and integrate them into the global value chain.
Samsung remains committed to working closely with the Vietnamese government and local partners to address challenges and contribute to the country’s long-term sustainable tech innovation journey.
