On May 4, Samsung confirmed a reshuffle in its Visual Display leadership, replacing the division’s chief and transferring the former head to DX as advisor.

Samsung Electronics has named Won-Jin Lee as the new Head of its Visual Display (VD) Business, marking a leadership change at the top of its TV division.

Outgoing VD chief Seok Woo Yong will transition to an advisory role under the Device eXperience (DX) Division, where he will focus on future technologies, including AI and robotics.

Lee is not a traditional hardware or R&D-led executive. His background sits squarely in marketing, content, and services. The VD Business is being handed to someone whose strength lies in building a content ecosystem and shaping user engagement.

Expect tighter integration between Galaxy devices and Samsung’s TV lineup. Expect more emphasis on services that sit on top of the hardware rather than the panel itself.

Seok Woo Yong’s move to the DX Division reflects a parallel focus on long-term platform capabilities. His expertise in R&D and product development aligns more naturally with Samsung’s broader push into AI-led experiences and robotics.

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