In a New Year address, Samsung co-CEO and head of its semiconductor business, Jun Young-hyun, said customer reactions to the new memory technology suggested a turnaround for the South Korean tech giant amid intense competition in AI chips.
“On HBM4 in particular, customers have even stated that ‘Samsung is back,’” Jun said, according to remarks reviewed by Reuters. He added, however, that further work was still needed to strengthen the company’s overall competitiveness.
Samsung has been seeking to close the gap with rivals in the HBM segment, particularly SK Hynix, which has benefited from surging demand for AI chips. In October, Samsung disclosed it was in close discussions to supply HBM4 chips to U.S. AI leader Nvidia, a key potential customer in the global AI ecosystem.
SK Hynix CEO Kwak Noh-Jung, in his own New Year message, said the company had gained from favourable external conditions as AI chip demand materialised faster than expected. However, he warned that competition in the sector was intensifying and that the business environment in 2026 would be more challenging.
“AI demand is now a given rather than an upside surprise,” Kwak said, stressing the need for continued bold investment and preparation for future growth.
Data from Counterpoint Research showed SK Hynix leading the global HBM market in the third quarter of 2025 with a 53% share, followed by Samsung at 35% and Micron at 11%.
Investor optimism reflected the upbeat tone across the sector. On the first trading day of the year, shares of Samsung Electronics and SK Hynix rose 7.2% and 4% respectively, both hitting record highs and outperforming the benchmark KOSPI index, which gained 2.3%.
Beyond memory chips, Samsung also expressed confidence in its foundry business, which manufactures chips designed by external customers. Jun said recent supply agreements with major global clients had positioned the foundry unit for significant growth. One of the most notable deals was a $16.5 billion agreement signed with Tesla in July.
In a separate address, Samsung co-CEO TM Roh, who oversees the company’s mobile, TV and home appliance businesses, cautioned that 2026 could bring heightened uncertainty. He cited rising component costs and global tariff barriers as key risks.
“To maintain a competitive advantage in any situation, we will reinforce our core competitiveness through proactive supply chain diversification and optimisation of global operations,” Roh said, pointing to efforts to manage component sourcing, pricing pressures and tariff-related challenges.
Together, the remarks underscore Samsung’s ambition to regain momentum across its core businesses as global competition in AI, semiconductors and consumer electronics continues to intensify.