Samsung SDI CEO Choi Joo-sun on Thursday issued a 2026 New Year message and presented a “3S” strategy of choice and focus, speed and fighting spirit. “This year must be the first year of a rebound,” Choi said.

To that end, he set out the 3S strategy: Select, Speed in responding to customers and markets, and Survival as a fighting spirit for survival. “There is no longer any room to retreat,” Choi said, adding, “Now we must move forward.”

3S is the new-year direction Choi recently laid out at a meeting with employees. “In the end, the answer is that we must return to the essence that technology is the answer,” Choi said. He urged everyone to move in one direction.

Choi also mentioned the expression “Pessimistic Optimism”. Pessimistic optimism is an attitude of acknowledging real-world risks and limits, preparing thoroughly for the worst-case scenario, and at the same time expecting a positive outcome. “The situation we face is not simple, but if we build technological competitiveness and move in one direction toward a supercycle, we will be able to meet an exciting future before long,” Choi said.

Choi, referring to last year’s business environment and results, said “every day was a challenge” and “uncertainty never ceased,” adding, “the results were not small.” He expressed thanks to employees.

Choi again stressed technology and communication, which he has continuously emphasized since taking office. “If we continue to believe that technology is hope and communicate with an open mind, the future we dream of will eventually become reality,” Choi said. He encouraged employees, saying he hopes “the path we will walk this year becomes the starting point of a new leap forward.”