(C) The New Daily

SEOUL — Amid a significant rebound in semiconductor earnings, Samsung Electronics Chairman Lee Jae-yong has issued a stern warning to his leadership team, calling for a radical restoration of fundamental competitiveness and a heightened sense of crisis.

According to industry sources on January 25, 2026, the Samsung Group has been conducting a "Restoring Samsung-ness" value education seminar since last week, targeting approximately 2,000 executives across all affiliates. In a video message delivered to the group, Chairman Lee stated, "Now is not the time to be complacent just because the numbers have improved," adding, "This is the final opportunity to regain our competitive edge."

Beyond the Numbers: A Call for Structural Strength
Samsung Electronics' preliminary fourth-quarter results for 2025 showed a robust recovery, with revenue reaching 93 trillion KRW and operating profit hitting 20 trillion KRW. While these figures suggest an exit from a long period of stagnation, Chairman Lee cautioned that this performance relies heavily on external factors, such as the rising price of memory chips, rather than a fundamental leap in the company's own technological prowess.

The Chairman’s message underscores a demand for "Super-gap" technology—a level of innovation so advanced it remains unshakable regardless of market volatility. The intent is to move away from "rollercoaster" earnings and toward a stable, dominant market position.

The Return of the "Sandwich Crisis"
A notable highlight of the seminar was the revival of the "Sandwich Crisis" theory, originally coined by the late Chairman Lee Kun-hee in 2007. The theory posits that South Korean industry is trapped between a fast-following China and a leading Japan.

By invoking this legacy, Chairman Lee signaled that the current geopolitical climate—marked by the intensifying U.S.-China hegemony battle—presents an even more perilous landscape than two decades ago. To navigate this "polycrisis," Lee outlined three core strategic pillars:

AI-Centric Management: Seizing future markets through total integration of Artificial Intelligence.
Talent Acquisition: Securing world-class engineers to maintain the technological super-gap.
Cultural Innovation: Overhauling the corporate environment to foster flexibility and creativity.

A Mandate for "Samsung-ness"
This seminar, organized by the Samsung Leadership Development Institute, marks a concerted effort to tighten internal discipline and spread the core values of the group. Each attending executive was presented with a crystal plaque inscribed with the slogan: "Beyond Crisis, Toward a New Leap."

Industry analysts interpret the phrase "last chance" as an expression of Lee’s desperation. "It signifies a belief that if Samsung fails to capitalize on this current rebound to transform itself, a second chance for a major leap forward may never come," a business representative noted. "He is demanding that executives move beyond simple management and demonstrate powerful execution on the front lines."

Since resuming these large-scale executive seminars in 2023—after a hiatus beginning in 2016—Samsung has focused on internal realignment. The current initiative serves as a clear directive that the era of relying on past glory is over, and the era of "Samsung-ness" must be rebuilt through tangible results.

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