Samsung held its 2026 edition of The Brief event in Hanoi, Vietnam on 14 October, bringing together more than 50 journalists and influencers from Southeast Asia for an in-depth look at its latest AI-powered appliances and business solutions.
The event took place at the newly opened Samsung Business Experience Studio in Hanoi, a space designed to simulate real-world deployment scenarios across industries such as education, hospitality, and other commercial environments. The showcase covered a wide range of product categories including HVAC systems, B2B laundry solutions, and connected home appliances, and also offered attendees a first look at the upcoming 2027 Samsung room air conditioner.
Samsung @ The Brief Hanoi 2026
Samsung has broadened its HVAC portfolio to cover both residential and commercial environments, with AI-driven features and SmartThings connectivity at the core. The company also recently acquired European HVAC specialist FläktGroup, which brings over a century of technological expertise and extends Samsung’s reach into industrial applications such as datacenters.
The flagship product in this category is the Bespoke AI WindFree Pro Air Conditioner, built around Samsung’s WindFree technology that has been refined over the past decade. The unit features AI Motion Wind, which adapts airflow based on user movements and preferences, and WindFree Wearable Good Sleep, which connects to a compatible wearable device and uses body signals to automatically adjust cooling based on the user’s sleep state.
The previewed 2027 room air conditioner introduces a new design with a rounded shape, a split lower blade design, and a fabric-like texture. It also expands access to AI and smart features, including an AI Energy Mode.
Samsung presented its B2B laundry line-up, targeting commercial operators who require durability, capacity, and ease of management. The 18kg washer handles large loads including king-sized bedding, with a normal cycle completing in 36 minutes. Bubble Wash technology assists with stain and detergent removal, while Vibration Reduction Technology Plus (VRT+) minimizes vibrations to reduce wear on internal components over time.
The 14kg dryer is equipped with a vent system and supports speed drying, with heavy-duty loads completing within 45 minutes. Both machines support remote monitoring via Wi-Fi connectivity, and the washer includes a Manager Mode for convenient adjustment of rinse and water level settings.
On the platform side, SmartThings Pro serves as Samsung’s integrated B2B IoT platform, connecting HVAC systems and other devices across residential, retail, hospitality, and corporate environments. It enables businesses to manage multiple sites, automate operations, monitor energy usage through customized dashboards, and integrate with enterprise APIs.
On the consumer side, Samsung highlighted updates to its Bespoke AI Refrigerator Family Hub. The enhanced AI Vision now recognizes a wider range of food items with greater accuracy, while SmartThings Food can recommend recipes based on available ingredients. A new FoodNote widget analyses consumption patterns to generate tailored shopping list suggestions. Bixby has also been updated to offer more natural voice interactions for appliance control.
Samsung has committed to up to seven years of software updates for eligible appliances – the most recent update in September added improvements to AI Vision and Now Brief for select refrigerator models globally. The company’s Home Appliances Remote Management (HRM) service allows users to consent to real-time remote diagnostics, guiding them through issue identification and providing step-by-step instructions. Where an on-site visit is required, HRM enables technicians to review diagnostic data in advance for a more efficient service call.
Pokdepinion: Seven years of software updates for a fridge – some smartphones don’t even get that long of a support, but it also shows just how much smart home products are at the mercy of software code.
