Samsung is preparing for its next major showcase, setting the stage for an early preview of its upcoming technologies. The information originates from the company’s official announcement confirming that its annual First Look event will take place ahead of CES 2026. The brand intends to outline its DX Division direction for the year while teasing advancements in AI-driven consumer experiences.
Samsung confirms date and vision for The First Look
The First Look is scheduled for January 4 at the Wynn Las Vegas, where TM Roh, CEO and Head of the DX Division, will lead the keynote. Senior executives overseeing the Visual Display and Digital Appliances businesses will also take the stage to explain their individual focus areas for 2026.
Samsung has also clarified that the event will be streamed live on its Newsroom platform, YouTube channel and Samsung TV Plus, allowing global audiences to tune in. Positioned just ahead of CES, the event is expected to offer a broader view into Samsung’s consumer technology roadmap.
One of the key highlights anticipated at the event is the Galaxy Z TriFold, which recently debuted in South Korea. The device is priced at KRW 3,594,000 for the 16GB and 512GB model, with expected pricing of 2,100 euros in Europe and $2,400 in the US.
The First Look could finally confirm global availability details after its initial launch. Samsung is also expected to showcase new TV technologies, upgraded smart home appliances and enhancements across its connected ecosystem, signalling a strong focus on AI integration.
Industry speculation suggests that Samsung might offer early teasers for the Galaxy S26 lineup, which is expected to launch in February. While these details remain unofficial, the timing of The First Look suggests that the company is ready to preview some of its most significant product developments ahead of the flagship Unpacked event.
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