Choi Joo-sun, president of Samsung SDI, emphasized on the 2nd that "this year must be the first year of a new leap forward."
Choi released a "New Year's message for 2026" to employees at home and abroad that day, saying, "There is no room to retreat any further. We must move forward now," and presented "3S." "3S" is the New Year's aim Choi recently outlined at an employee town hall, meaning ▲ select and focus (Select) ▲ speed in responding to customers and the market (Speed) ▲ fighting spirit for survival (Survival).
Choi said, "In the end, the answer is that we must return to the essence of 'technology,'" and added, "To do that, all of us must move in one direction." Referring to the phrase "pessimistic optimism," Choi said, "The situation we face is not simple, but if we build technological competitiveness and move in one direction toward the supercycle, we will soon be able to meet an inspiring future." "Pessimistic optimism" means an attitude that recognizes the risks and limits of reality, thoroughly prepares for the worst, and at the same time expects positive results.
Regarding last year's business environment and performance, Choi said, "Every day was a challenge, and uncertainty never ceased," but also conveyed thanks to employees, saying, "There were not a few achievements." Choi went on to reiterate "technology" and "communication," which have been consistently emphasized since taking office, and said, "If we continue to communicate with an open mind with the conviction that 'technology is hope,' the future we dream of will ultimately become reality."
In the first New Year's message after taking office early last year, Choi said, "Technology is hope. We must proactively discover technology that will change the world, prepare for the supercycle, and get on it," and has since continued to stress to employees the core management policy of "securing future technological strength through relentless innovation and challenge."