Samsung Electronics is entering a new phase of strategic transformation, shifting its focus away from China and toward emerging markets such as India and Vietnam. According to South Korean media outlet Financial News, Samsung will begin actively recruiting "regional experts" for these countries starting in early 2025. This move marks a notable departure from previous practices, which primarily centered around China.
Costly training program pivots to new regions
Launched in 1990, Samsung's regional expert program sends Korean employees abroad for one to two years to immerse themselves in the local language and culture. Each expert reportedly costs the company more than KRW100 million in training investment. While China remained the primary focus through the 2010s, recent training data reveals a shift—Vietnamese and Hindi have become the most common language tracks in Samsung's regional education courses. This underscores Samsung's growing need for localized talent and deeper market insights in Southeast and South Asia.
Vietnam becomes manufacturing powerhouse
Samsung has been rapidly expanding its operations in Vietnam across management, manufacturing, and innovation. Its collaboration with the Vietnamese government includes integrating local suppliers into global value chains and building smart factories. A US$1.8 billion OLED display plant is under construction in Bac Ninh, boosting Samsung's total investment in the province to US$8.3 billion.
India emerges as strategic innovation hub
Meanwhile, India has also become a key pillar of Samsung's global strategy. The company launched the Samsung Talent Enablement Program (STEP) in 2024 to develop future leaders from India's top business schools. Research and development centers in Bengaluru and Noida are increasingly central to Samsung's AI development efforts. Recent projects include the integration of Hindi voice assistants into the Galaxy S25 series.
In manufacturing, Samsung is expected to make an INR10 billion investment in its Chennai facility in 2025, adding 100 new jobs and boosting the production of home appliances. The Noida plant—Samsung's second-largest mobile phone factory—has received funding to adopt smart manufacturing technologies aimed at increasing efficiency and competitiveness.
Article edited by Jerry Chen
