[New Year Message] Samsung SDI President Choi Juseon: "The Starting Point for a New Leap... Become Pessimistic Optimists"

Emphasizing Choice and Focus, Speed, and the Spirit of Survival
Securing Future Technological Capabilities Through Innovation and Challenge

On January 2, Choi Juseon, President of Samsung SDI, delivered his New Year’s address, stating, “This year must be the starting point for a new leap forward,” and urged, “I hope you will become pessimistic optimists.”

Profile photo of Choi Juseon, President of Samsung SDI. Samsung SDI

In his “2026 New Year Message” announced to employees in Korea and abroad, President Choi emphasized, “There is nowhere left to retreat. Now we must move forward,” and presented the “3S” as the way to achieve this. The “3S,” which President Choi recently introduced as the company’s New Year’s direction during a staff meeting, stands for Select (choice and focus), Speed (speed in responding to customers and the market), and Survival (fighting spirit for survival).

President Choi particularly stressed, “In the end, we must return to the essence, which is ‘technology,’” and urged, “For this, all of us must move in the same direction.”

Referring to the term “Pessimistic Optimism,” President Choi asserted, “The situation we are facing is not simple, but if we build technological competitiveness and move together toward the supercycle, we will soon be able to welcome an inspiring future.” “Pessimistic optimism” refers to an attitude that acknowledges the risks and limitations of reality, prepares thoroughly for the worst-case scenario, and at the same time expects positive outcomes.

President Choi went on to reflect on last year’s business environment and performance, saying, “Every day was a challenge, and uncertainty was constant,” but added, “There were also significant achievements,” expressing his gratitude to the employees.

He reiterated the importance of “technology” and “communication,” which he has continuously emphasized since taking office, and said, “If we continue to communicate with an open mind and hold to the belief that ‘technology is hope,’ the future we dream of will eventually become reality.”

Finally, President Choi encouraged employees, saying, “I hope the path we walk this year will become the starting point for a new leap forward,” and once again called for renewed effort.

In his first New Year’s message after taking office early last year, President Choi declared, “Technology is hope. We must proactively discover technologies that will change the world, prepare for the supercycle, and ride it.” Since then, he has consistently emphasized to employees that “securing future technological capabilities through continuous innovation and challenge” is the core management principle.