Leadership Overhaul at Samsung SDI and Samsung Display: Choi Joo-sun Takes Charge

Samsung SDI has appointed Choi Joo-sun, former CEO of Samsung Display, as its new CEO, signaling a strategic shift aimed at overcoming the ongoing slump in battery demand. The company announced that Choi, aged 61, officially assumed his new role on Thursday.

Choi, a seasoned professional with a career spanning both technology and management, began as a semiconductor engineer. His extensive background includes key roles at Samsung Electronics and Samsung Display. After earning a degree in electrical engineering from Seoul National University, Choi pursued advanced studies, completing a master’s and Ph.D. at KAIST.

His early career included a stint at Hynix Semiconductor, now SK Hynix, where he worked on dynamic random-access memory (DRAM) design. He also spent time at Micron Technology before joining Samsung Electronics in 2004 as a DRAM engineer. Choi climbed the ranks, becoming vice president in 2014, where he oversaw strategic marketing. In 2017, he transitioned to the Device Solutions division and later led Samsung’s U.S. operations as vice president. Choi had been serving as CEO of Samsung Display since 2021.

Samsung SDI emphasized in a statement that Choi’s leadership and accumulated expertise would drive innovation and boost the company’s value in his new role.

Meanwhile, Choi Yoon-ho, the outgoing CEO of Samsung SDI, has been reassigned to lead the newly established business consultation division at Samsung Global Research, a think tank that supports Samsung affiliates in navigating internal and external challenges.

In a parallel development, Yi Chung, a seasoned developer of organic light-emitting diodes (OLED), was promoted to CEO of Samsung Display. Yi’s tenure at Samsung began in the liquid crystal display business, and he transitioned to Samsung Display in 2014 as an OLED developer. Since late 2020, he has been vice president, overseeing the development and sales of small- and medium-sized panels.

Samsung’s leadership shuffle reflects its strategic focus on strengthening its core businesses while adapting to industry shifts and uncertainties.

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