New RX division signals strategic shift as tech giant joins global race, with plans to set up an R&D center in China
Samsung Electronics (005930.KS) has formally entered the humanoid robotics race, establishing a dedicated business unit to consolidate its fragmented R&D efforts and pursue what it sees as the next major growth engine.
On July 21, the South Korean conglomerate announced the creation of the RX (Robotics eXperience) division, which will unify robotics development previously scattered across different business lines. The new unit will focus on humanoid robots and physical AI, reporting directly to TM Roh, Samsung Electronics CEO and head of its device eXperience division — a clear indication of the strategic weight the company now attaches to the business.
The announcement triggered an immediate reaction from capital markets. Samsung Electronics shares rose around 6.8% on the day, while South Korea’s KOSPI index gained about 4%.
Global R&D push
According to Samsung, the RX division will take charge of the company’s mid- to long-term robotics strategy, covering everything from foundational core technology R&D to commercial product rollout.
At the same time, the company plans to establish robotics research centers in the U.S., China and Japan, tapping into local talent pools, industrial ecosystems and innovation capabilities to accelerate technology development and market positioning.
Heading the new unit is Lee Dongkun, who recently joined Samsung after serving as robotics strategy head at Hyundai Motor Group, where he oversaw Boston Dynamics-related operations. Lee brings extensive experience in the robotics industry.
With TM Roh personally overseeing the RX division, robotics has effectively been elevated to Samsung Group’s most strategic tier.
From factory to home
Samsung has set out a clear roadmap for its humanoid ambitions. The company said humanoid robots will form the core of its future robotics business, with plans to leverage rapidly advancing physical AI technologies to enter industrial manufacturing first – improving production efficiency and enhancing end-user experiences – before gradually expanding into consumer-facing scenarios such as homes and retail.
The company believes that as physical AI matures, the commercial viability of humanoid robots has improved significantly, a key factor behind its decision to double down on the sector.
The formation of the RX division is only the latest step in Samsung’s broader robotics push. Earlier this month, TM Roh publicly stated that Samsung plans to invest about 60 trillion won ($40.7 billion) in South Korea’s Yeongnam region. Of that total, 19 trillion won will go toward a new project in the city of Gumi, where Samsung will build physical AI infrastructure and a humanoid robot manufacturing base in partnership with Samsung SDS.
Late last year, Samsung increased its stake in Korean robotics firm Rainbow Robotics, becoming its largest shareholder and securing core technological capabilities ahead of the humanoid push.
During a January earnings call, Samsung management told investors that the company would demonstrate meaningful humanoid robotics achievements before the end of the year. In April, the company also indicated it would not rule out acquisitions, investments or partnerships with domestic Korean firms to accelerate its robotics expansion.
Taken together, these moves suggest Samsung’s humanoid strategy has shifted from early-stage planning to full-scale execution.
The race intensifies
With OpenAI, Meta, Apple, Tesla and other global tech giants already staking claims in the robotics space, Samsung’s formal entry with a dedicated unit marks another significant shift in the competitive landscape.
Unlike many companies still stuck in the product-development phase, Samsung has not only restructured its organization but simultaneously laid out R&D centers, manufacturing bases and a global talent network – all while placing robotics directly under CEO-level oversight. The strategic signal could hardly be clearer.
In the coming years, humanoid robotics will cease to be a startup-dominated arena and become a sustained contest among the world’s largest technology companies. Samsung’s official entry signals that this contest has entered a new phase.
Source:
Robox
