Samsung Electronics Philippines (SEPCO) announced that they have appointed a new president to manage the country’s operations with Minsu Chu.

Chu have over two decades of experience, with 11 years of them with Samsung. Prior to his appointment as President of Samsung Electronics Philippines, he was formerly the President for Samsung Electronics New Zealand, and was the business director for Mobile Business in the Philippines from 2014 to 2018.

 “I am very pleased to return to the Philippines, which I have long considered as my second home. This country has immense potential with its dynamic economy and a large and young population,” Chu said. “Even with the unprecedented global crisis, the country has remained resilient and has already shown signs of strong recovery, putting economic growth back on track.”

As the new President for SEPCO, Chu aims for a stronger synergy between the Mobile, Visual Display, and Digital Appliances business units to reflect the company’s ongoing commitment to creating new and meaningful experiences for customers. “We need to strengthen our capabilities and operations to be more responsive to the changing consumer sentiments and habits in order to cement our leadership in the local consumer electronics industry,” Chu adds.

Aside from Chu’s appointment, Samsung Electronics announced a new Device eXperience (DX) division, which consists of Visual Display Business, Digital Appliances Business, Health & Medical Equipment Business, Mobile eXperience (MX) Business, and Networks Business.