"More Excited Than Meeting Celebrities"... Lee Jae-yong Visits Southeast Asia's Largest Store

Visited Malaysia during the holiday to inspect battery business
Gained attention for frequently wearing company products during the trip

Samsung Electronics Chairman Lee Jae-yong, who returned from a business trip to Malaysia during the Lunar New Year holiday, has become a hot topic after being captured on camera by local Korean residents. A Mr. A, who identified himself as a local Korean resident, shared several photos of Chairman Lee along with an eyewitness account on his social media on the 10th, the day of the Lunar New Year. Mr. A spotted Chairman Lee at the 'Samsung Premium Experience Store' located on the first floor of the Four Seasons Hotel in Kuala Lumpur, the capital of Malaysia. This store is the largest in Southeast Asia, jointly established in 2022 by Samsung Electronics and Malaysian distribution company Senheng.

Samsung Electronics Chairman Lee Jae-yong is examining IT products at the 'Samsung Premium Experience Store' in Kuala Lumpur, the capital of Malaysia, on the 10th.
[Photo by Instagram]

Mr. A, who was out with his family and happened to follow Chairman Lee as he moved toward the store, said, "I was lucky to run into him, and it was more exciting and pleasant than meeting any celebrity. My heart was pounding." He added, "Chairman Lee asked me, 'Do you live here?' and we had a brief conversation."

The photos released by Mr. A show Chairman Lee wearing a short-sleeved shirt with a jacket draped over his shoulder, listening to explanations from local store staff. The store displays Samsung's AI smartphone 'Galaxy S24 series,' unveiled last month, and the tablet PC 'Galaxy Tab S9,' released in July last year. Chairman Lee appeared to willingly agree to Mr. A's photo request. A photo was also attached showing Chairman Lee posing with Mr. A's group inside the store, with a 'Galaxy S24 Ultra' screen advertisement in the background.

Malaysia is the number one country in Samsung smartphone shipments, and it is reported that Chairman Lee personally observed local consumer reactions to strategic IT products such as the Galaxy S24.

Subsidiary Fashion Products Spark Attention as 'Business Trip Look'

Earlier, Chairman Lee Jae-yong visited Seremban, Malaysia, during the Lunar New Year holiday to inspect the battery business. This was his first public appearance since the first trial verdict in the 'illegal management succession suspicion' case and his first overseas business trip of the year. After departing for the United Arab Emirates (UAE) on the 6th, Chairman Lee completed a private schedule there before moving to Malaysia on the 9th and returning on the 11th.

At the time of departure, Chairman Lee attracted attention by wearing a padded vest from Samsung C&T Fashion's premium clothing brand 'Ransmere Golf' on his business trip to the United Arab Emirates (UAE).
[Photo by Yonhap News]

At the time of departure, Chairman Lee attracted attention by wearing a padded vest from 'Lansmere Golf,' a premium clothing brand under Samsung C&T Fashion, as his business trip outfit. He appeared wearing the padded vest over a suit. The vest was confirmed to be a cashmere vest in gray from Lansmere Golf, Samsung C&T Fashion's high-end golf wear brand, with a retail price of 990,000 KRW.

Besides this trip, Chairman Lee has recently been noted for frequently wearing Samsung C&T Fashion products during business trips. In December 2022, during a business trip to Vietnam, he wore a 'Men's Ash Corduroy Down Vest' from Beanpole, a traditional (TD) fashion brand operated by Samsung C&T Fashion. At that time, it was the first time Chairman Lee appeared in front of the press wearing his company's brand since joining the company, drawing attention.