Samsung Electronics is kicking off 2026 with a bold message: they are back in the game. In a recent New Year’s address, the company’s chip boss, Jun Young-hyun, told employees that customers are finally praising Samsung’s newest AI memory chips. He noted that people in the industry are starting to say “Samsung is back” as the company rolls out its next-generation HBM4 chips.
This news gave the company’s stock a nice boost. Samsung shares rose 4.5%, while its main rival, SK Hynix, jumped 3.1%. Investors are watching closely because Samsung is currently in deep talks to supply these chips to Nvidia, the world’s leader in AI hardware. For a while, Samsung trailed other manufacturers, but it is now working hard to close that gap and regain its lead.
Even with this newfound confidence, the road ahead looks bumpy. SK Hynix still holds the crown for now, owning about 53% of the high-end memory market, while Samsung follows with 35%. SK Hynix CEO Kwak Noh-Jung warned that 2026 will be much tougher than last year. He believes the initial “surprise” of AI demand has worn off. Now, every company is fighting tooth and nail for the same customers, making the market much more crowded.
Samsung isn’t just relying on memory chips to stay ahead. Their factory business, which builds custom chips for other firms, is also gaining ground. They recently landed a massive $16.5 billion deal with Tesla. Jun believes this partnership puts the company in a perfect position to make a “great leap forward” this year.
However, another top Samsung executive, TM Roh, warned of looming risks. He oversees the division that sells phones and TVs. Roh expects 2026 to bring higher component prices and more complex global trade tariffs. To handle these headaches, Samsung plans to shake up its supply chain and find smarter ways to manage costs. The company knows it has the momentum, but it must stay lean to survive a shifting global economy.
