A large Samsung smartphone billboard on the streets of Moscow, Russia. (Captured image from X (previously Twitter)
MOSCOW, Feb. 24 (Korea Bizwire) – Samsung Electronics has resumed marketing activities in Russia, a significant move following its suspension of operations in response to Russia’s invasion of Ukraine in 2022, according to a recent report by Russian daily Kommersant.
Citing data from market analytics firm Telecom Daily, Kommersant reported that Samsung’s marketing activities in Russia increased by 30% in January and February of this year compared to the same period in the previous year. Additionally, Samsung’s advertisements saw a 10% rise compared to November and December 2024.
Denis Kuskov, CEO of Telecom Daily, noted that Samsung is collaborating closely with Russian telecom provider MTS, launching new products in Russia a few days ahead of markets in Europe and the United States.
This development occurs amid ongoing peace negotiations between Russia and the U.S. over Ukraine, prompting speculation in Russian media that Western companies that had previously exited the Russian market might be exploring re-entry.
Kommersant highlighted that international electronics brands began gradually resuming marketing in Russia as early as spring 2024, with Samsung Electronics relatively late to the trend.
However, Samsung Electronics responded cautiously to these reports, stating, “Exports to Russia remain suspended, and no decision has been made regarding a resumption of business operations there.”
Samsung originally opened its factory in Kaluga near Moscow in 2008, producing TVs, refrigerators, and washing machines. Production ceased in March 2022 due to logistical issues and Western sanctions following Russia’s military actions in Ukraine.
Currently, Samsung’s Russian retail outlets remain operational, sourcing products via parallel import channels.
An anonymous source within a Russian electronics distributor indicated to Kommersant that Samsung had intensified marketing strategies through partnerships in CIS countries, introducing aggressive discounting, installment plans, and trade-in programs.
Kommersant also reported on February 18 that Russian electronics distributor VVP Group planned to lease Samsung’s Kaluga facility to manufacture its own smartphones. Industry analysts speculate this move may facilitate local production of Samsung smartphones if the company decides to fully re-enter the Russian market.
Previously, in January 2024, VVP Group was rumored to be considering using Samsung’s facilities for manufacturing televisions and washing machines.
Kevin Lee (kevinlee@koreabizwire.com)
