Samsung has been honored in the “Most Beloved Tech Brand” category at the Better Choice Awards 2025, an accolade recognizing brands that positively impact Vietnamese consumers, based on community votes and expert evaluations.
Beyond its widespread presence in various tech segments, Samsung is highly regarded by users for its consistent approach, prioritizing localization and long-term commitment to the Vietnamese market. Throughout 2025, the company has demonstrated efforts to transcend its role as a manufacturer, becoming a brand that accompanies users in both technological experiences and cultural-social values.
From Vietnamese on Galaxy AI to Celebrating Vietnamese Culture
A key highlight of Samsung’s strategy in Vietnam this year is the vigorous promotion of technology localization, with a focus on Galaxy AI. Vietnamese is among the first 13 languages supported on this AI platform, underscoring Vietnam’s strategic position in Samsung’s global product ecosystem.
Notably, most of the development and testing phases for Vietnamese on Galaxy AI were conducted at the Samsung R&D Center in Vietnam (SRV) by a team of Vietnamese engineers.
Continuing its localization efforts, Samsung hosted the “A Night as Scholars” experience event at the Temple of Literature, as part of the “Galaxy AI Understands Vietnamese, Honors Vietnamese Values” campaign. Beyond a product showcase, the event merged heritage spaces with AI language features, enabling users to explore Vietnamese knowledge through modern methods.
The “A Night as Scholars” experience event hosted by Samsung at the Temple of Literature
On a broader scale, the “Galaxy AI Understands Vietnamese, Honors Vietnamese Tourism” campaign, launched by Samsung in collaboration with the National Tourism Administration, attracted over 2,000 entries and generated hundreds of millions of social media impressions. By encouraging users to share their homeland exploration journeys through Galaxy AI, the campaign showcased a unique approach: instead of focusing on technology, Samsung let users express the value of technology in a more personal and profound way.
The “Galaxy AI Understands Vietnamese, Honors Vietnamese Tourism” content creation contest, co-hosted by Samsung and the National Tourism Information Center, Vietnam National Administration of Tourism.
Vietnam: A Key Pillar in Samsung’s Global Strategy
After 16 years of investment, Samsung is the largest foreign investor in Vietnam, with a total capital of $23.2 billion, over 34 times higher than in 2008. Its factories in Bac Ninh, Thai Nguyen, and Ho Chi Minh City not only serve as production hubs but also contributed over 25% of the group’s global revenue in 2024.
In July, Samsung marked a significant milestone in Vietnam with the production of its 2 billionth phone from local factories. This achievement, stemming from continuous production since 2009, affirms Vietnam’s role as not just a strategic regional hub but one of Samsung’s largest global production centers.
Prime Minister Pham Minh Chinh and Samsung Electronics CEO Roh Tae Moon with the 2 billionth phone produced by Samsung in Vietnam.
In 2025, Samsung continued expanding its investment in components with a $1.8 billion memorandum with Bac Ninh Province and a $1.2 billion capital addition for Samsung Display Vietnam. Meanwhile, the R&D center in Hanoi remains pivotal in developing language features for Galaxy AI, solidifying Vietnamese engineers’ role in Samsung’s global ecosystem.
Beyond production, Samsung actively connects with local suppliers through rapid response teams, identifying and supporting potential Vietnamese enterprises to enhance capabilities and deeper integrate into the global value chain.
When Innovative Products Truly Connect with Users
Not only named the “Most Beloved Tech Brand of the Year,” Samsung also stood out with multiple awards at the Better Choice Awards 2025, recognizing advancements in AI, hardware design, and digital health experiences.
In AI, Galaxy AI won the “Outstanding Vietnamese AI Solution” award, while Samsung was recognized as the “Pioneering Brand in AI Applications for Vietnamese Users,” highlighting its localization focus this year.
In devices, the Galaxy Z Fold7 won “Breakthrough Design in Technology Devices” for its record-thin design without compromising flagship performance. The Neo QLED Mini LED QN950F 8K TV was awarded “Breakthrough Multimedia Experience Device,” reflecting the trend toward premium home entertainment. Lastly, the Galaxy Watch8 Series was honored for “Innovative Health Technology” with features like sleep, heart rate, and biological cycle tracking.
Binh Minh
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