Samsung will begin the new year with a major showcase titled “The First Look” on January 4, 2026, just ahead of the CES 2026 technology expo in Las Vegas. The event is scheduled for 7:00 PM PST (which is 8:30 AM IST on January 5) and will be held at the Latour Ballroom in the Wynn Las Vegas. With this showcase, Samsung aims to offer an early preview of its device strategy for 2026 and the new technologies it plans to bring into the global market.
This annual First Look event is important for Samsung because it sets the tone for its Device eXperience (DX) division, the vertical that oversees phones, TVs, home appliances, and the connected ecosystem that ties everything together. The company has already hinted that the 2026 lineup will focus heavily on AI-driven experiences, which are expected to play a much larger role in everyday devices. Samsung’s leadership believes AI is now central to how customers engage with screens and appliances, and this event will outline how those ideas will translate into products next year.
Key executives will make presentations, including TM Roh, the CEO and Head of the DX division. He will be joined by SW Yong, President of the Visual Display Business, and Cheolgi Kim, Executive Vice President of the Digital Appliances Business. Together, they will explain Samsung’s vision for combining advanced hardware with smart software features, improved user interfaces, and a more seamless experience across devices at home and on the go.
One of the most anticipated announcements at the event is the possibility of a global unveiling of the Galaxy Z TriFold, Samsung’s tri-panel foldable phone. The device was launched earlier this year only in South Korea, and many expect the First Look event to finally detail its international availability, pricing, and rollout schedule. If confirmed, this would likely be one of the biggest highlights of CES week, given the interest in new foldable form factors.
Apart from mobile devices, Samsung could also reveal updates to its popular TV lineup, including next-generation display technologies and AI-enhanced picture and sound features. New smart home appliances, upgraded connected-home platforms, and other DX innovations are also expected to be part of the presentation. The company will livestream the event globally through Samsung Newsroom, YouTube, and Samsung TV Plus.
With AI at the center and multiple product categories involved, The First Look will offer a comprehensive glimpse of Samsung’s technology direction for 2026.
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