Samsung Shakes Up Leadership in Visual Display Business

Samsung has announced a leadership change in its Visual Display business, the division responsible for its TV operations. The company has appointed Won-Jin Lee as the new head of the unit, while Seok Woo Yong will shift to an advisory role. This comes at a time when it is seeing slow demand in the TV market and tough competition from Chinese firms.

New appointment aims to push turnaround in TV businesses

President Won-Jin Lee has a solid background in marketing, content, and services. He previously led the Global Marketing Office and played a key role in Samsung’s TV and mobile service businesses. His appointment is expected to spearhead business turnarounds and find new growth opportunities. As such, the company aims to further reinforce the competitiveness of its Visual Display Business.

Meanwhile, President Seok Woo Yong, who earlier led the Visual Display business, will now serve as advisor to the Head of Device eXperience (DX) Division. His R&D expertise and long business experience will guide strategy across the division. He will advise on key technologies, including artificial intelligence and robotics.

In recent years, Samsung has been seeing increasing challenges in its TV business. As more consumers lean towards smartphones and tablets for entertainment, demand for TV has slowed. At the same time, Chinese firms have been offering competitively priced TVs, putting intensified pressure in this space.

As a result, Samsung recently reviewed its sales and marketing teams for TVs, appliances, and smartphones. The company reportedly even decided to exit the Chinese TV and appliance business. In Q1 2026, its TV and appliance operating profit (combined) dropped to 200 billion Korean won.

The leadership change suggests the company aims to push its TV business into a service-oriented platform, similar to rival LG. “Deploying President Lee signals Samsung’s intent to transform TVs into comprehensive platforms encompassing advertising, gaming, and content, beyond mere appliances,” said an industry source.