Samsung Sets Sights on Southeast Asia as Galaxy S26 Debuts with ‘Agentic AI’ Focus

Following the global unveiling of the Galaxy S26 Series at Galaxy Unpacked, Samsung Electronics’ mobile chief, TM Roh, turned his focus toward the Southeast Asia and Oceania (SEAO) markets, labeling the region a critical engine for the future of Artificial Intelligence.

In a leadership panel with regional media, Roh—President and Head of Samsung’s Device eXperience (DX) Division—detailed a strategy centered on “Agentic AI” and heavy localization to capture one of the world’s most tech-optimistic populations.

Roh highlighted staggering statistics that position Southeast Asia as a global leader in AI adoption. According to Samsung’s data:

• 90% of young people in the region use mobile AI daily.

• 70% of users believe AI is essential to improving their quality of life.

“Southeast Asia and Oceania is one of the most dynamic markets in the world and the region that adopts AI innovations the fastest,” Roh stated, noting that the region’s enthusiasm makes it a primary hub for future development.

The new Galaxy S26 Series marks a pivot in Samsung’s software philosophy. Moving beyond manual tools, the company is pushing Agentic AI—a system designed to work quietly in the background to anticipate user needs and reduce the effort required to complete daily tasks.

To ensure these features resonate locally, Roh emphasized that Samsung is leveraging three R&D centers in Indonesia, Vietnam, and the Philippines to optimize Galaxy AI for local languages and cultural contexts.

Premium Demand on the Rise

The briefing also shed light on a growing appetite for high-end hardware. Roh revealed that the previous Galaxy S25 Ultra accounted for a massive 67% of total S25 series sales in the SEAO region.

Building on that momentum, Roh promised that the S26 will deliver the “most powerful mobile performance to date,” with a specific focus on the following:

• Next-level camera optics for professional-grade photography.

• Enhanced processing power to support background AI tasks.

• Refined natural interfaces for more intuitive user interaction.

First Wave Launch Markets

The Galaxy S26 Series is set to hit shelves shortly, with the first phase of the rollout targeting five key markets; Thailand, Australia, Vietnam, Malaysia and Singapore

As word-of-mouth and real-world reviews drive sales higher than previous generations, Samsung appears poised to cement its dominance in a region that Roh describes as having “very high expectations for the latest technology.”