Samsung SDI CEO Calls for 'Pessimistic Optimism' in Year of New Leap Forward

CEO Joo Sun Choi Highlights '3S Principles (Select, Speed and Survival)' in 2026 New Year's message
Reaffirms his commitment to securing future technology capabilities through innovation and challenges

Samsung SDI President & CEO Joo Sun Choi called for 'pessimistic optimism' in a push for renewed growth, stressing that this year should be the year to leap forward again.

"There is nowhere to step back anymore. We must move forward now," Choi said in his New Year’s message delivered to executives and employees at home and abroad.

CEO Choi highlighted '3S' as guiding principles for the new year.

The 3S reflects Samsung SDI's strategic direction, as outlined by Choi during a recent town hall meeting with employees. It stands for Select, emphasizing focus and prioritization; Speed, calling for faster responses to customers and the market; and Survival, highlighting dedication to ensuring the company's continued competitiveness.

"Ultimately, the answer lies in our essence - technology," Choi stressed, adding "To that end, we must move forward as one through alignment."

Citing 'pessimistic optimism,' the CEO said, "Despite the complex situations we're facing, if we secure technological competitiveness and move toward a supercycle in a united direction, I believe we will soon welcome the breathtaking future."

Pessimistic optimism refers to an attitude that acknowledges real-world risks and limitations, prepares thoroughly for the worst, and expects positive outcomes.

Reflecting on last year's business environment and performance, Choi said, "Each and every day presented a new challenge, and uncertainty remained as a constant presence." He added that there were nonetheless few significant achievements during the year and expressed his appreciation to employees for their dedication and efforts.

The CEO reiterated the importance of technology and communication, which he has consistently emphasized since taking office. "If we continue to hold the belief that technology is hope and communicate with open hearts, the breathtaking future we envision will soon become our reality," he said.

"I hope that our journey this year marks the starting point of our new leap forward,” the CEO said as he concluded the message.

In his first New Year’s message last year, Choi stated, "Technology is our hope, and we must prepare for and build on the supercycle by proactively discovering technologies that can change the world." Under his leadership, securing future technological capabilities through continuous innovation and bold challenges has served as a core management principle.