Samsung has announced a new event called ‘The First Look’, which will take place at the upcoming Consumer Electronics (CES) event in Las Vegas on January 4th. This particular event will take place two days before the opening of CES 2026 in the Latour Ballroom at the Wynn Las Vegas. Here, Samsung plans to showcase its vision for the DX (Device eXperience) Division in 2026. It will also showcase new AI-driven customer experiences during this event.
Samsung’s The First Look event will include TM Roh, CEO and Head of Device eXperience (DX) Division, as the keynote speaker. SW Yong, President and Head of the Visual Display (VD) Business, and Cheolgi Kim, Executive Vice President and Head of Digital Appliances (DA) Business, will also share more about the division’s plans for the upcoming year. The First Look event can be livestreamed on Samsung Newsroom, Samsung’s YouTube channel, Samsung TV Plus, and the company’s FAST streaming service.
Samsung hasn’t revealed details about what it plans to announce at this event, but one of the announcements could be the Galaxy Z TriFold’s pricing details. Samsung unveiled its first tri-folding phone, the Galaxy Z TriFold, earlier this week. It did reveal that the TriFold is expected to go on sale in South Korea on December 12th, and more countries, including China, Taiwan, Singapore, and the UAE. It also plans to launch the Galaxy Z TriFold in the US later this year. However, Samsung has yet to reveal the exact pricing of its TriFold.
The company is also expected to unveil new smart TVs, smart home products, and other smart appliances at The First Look event. In addition to this event, Samsung will also have its exclusive CES exhibition at the Wynn Las Vegas through January 7th.
