Actor Ahn Hyo Seop opened the curtain on a spectacular global campaign by visiting Samsung's 'The First Look 2026' at CES 2026, the world's largest consumer electronics and IT show, as his first official engagement of the new year.
On Jan. 3 local time, three days before the opening of CES 2026, Samsung Electronics kicked off an intensive publicity campaign by unveiling a large outdoor advertisement using the exterior wall of the Las Vegas Resort World hotel. With outdoor ads showcasing Samsung's AI vision revealed around the Resort World area, which is concentrated with the Hilton and Conrad hotels, the local atmosphere heated up, and Ahn Hyo Seop joined this dynamic scene as a Samsung TV ambassador.
Then on the evening of Jan. 4, Ahn Hyo Seop attended the 'Samsung The First Look 2026 (The First Look 2026)' press conference held for international journalists and partners. The event featured key executives on stage, including Samsung Electronics CEO Roh Tae-Moon, Yong Seok-woo, head of the video display business, and Kim Cheol-gi, head of the DA business, who introduced Samsung's AI vision and the innovation strategies of each business unit.
At the event, Ahn Hyo Seop fully carried out his role as a Samsung TV ambassador by personally experiencing next-generation TV solutions integrated with AI technology. In particular, he visited the 'Micro RGB TV' zone, which has been drawing attention for its cutting-edge technology, and experienced the Vision AI Companion service, observing how artificial intelligence expands user experiences in everyday life while carrying out a variety of schedules.
Also, he has attracted attention for voicing the protagonist 'Jin-woo' in the Netflix animation K-pop Demon Hunters, and on the day of the event he made a surprise appearance in the 'Samsung The First Look' teaser video released on Samsung TV's official social media, raising global fans' expectations to a peak both locally and online.
Ahn Hyo Seop's global activities do not stop in Las Vegas. After finishing his CES schedule, on Jan. 10 he will attend the Golden Disc Awards in Taipei as a presenter to meet Asian fans. He will then immediately travel to New York in the United States to appear on NBC's flagship talk show The Tonight Show Starring Jimmy Fallon, signaling all-out activities on the global stage.
Ahn Hyo Seop's unusual trajectory, crossing technology, culture and entertainment, symbolically proves the global influence he will demonstrate in 2026. Beyond the realm of a simple actor, his singular path that spans the world's technology innovation sites, international awards ceremonies and mainstream U.S. broadcasts is drawing attention from domestic and foreign industries. Attention will focus on Ahn Hyo Seop's future activities as he expands his presence as a global cultural icon.<
[Photo] The Present Company
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