Samsung Electronics took center stage at the ASHRAE Region XIII Chapters Regional Conference 2025, held on August 15 and 16 at the Suwon Convention Center, unveiling its latest advancements in HVAC (Heating, Ventilation, and Air Conditioning) technology to an international audience. The conference, hosted by the American Society of Heating, Refrigerating and Air-Conditioning Engineers (ASHRAE), is widely regarded as the world’s leading air conditioning event and this year marked over a century of its storied history, according to reporting from Joongboo Ilbo and TF Media.
This year’s event brought together participants from 11 countries, including Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines. The gathering provided a platform for industry leaders and experts to showcase and discuss the very latest in air conditioning technology and solutions. Samsung Electronics, a major player in the global HVAC market, seized the opportunity to highlight its commitment to innovation and sustainability.
At the heart of Samsung’s exhibition were two standout products: the 1Way Cassette system air conditioner and the DVM (Digital Variable Multi) high-efficiency system air conditioner. Both products were designed with energy efficiency, user convenience, and environmental responsibility in mind. The 1Way Cassette, in particular, drew attention for its built-in Wi-Fi capability and compact, dust-tight design, eliminating the need for a separate Wi-Fi kit. This means that users can enjoy seamless connectivity right out of the box, making integration with smart home systems like SmartThings and the AI voice assistant Bixby a breeze, as noted by Web Economy.
But what really set the 1Way Cassette apart was its embrace of artificial intelligence. The unit features an AI-powered energy-saving mode that can reduce energy consumption by up to 20%. This is achieved through smart sensors and the AI sound detection module, dubbed ‘Vibesbee’, which not only detects and adjusts to ambient conditions but also helps minimize operational noise. According to TF Media, this technology is part of Samsung’s broader push to make air conditioning smarter, quieter, and more efficient for modern households and businesses alike.
Samsung’s focus on environmental responsibility was also on display with its decision to use the refrigerant R32 in these new models, replacing the older R410A. R32 boasts a Global Warming Potential (GWP) roughly 32% lower than its predecessor, reflecting the company’s commitment to reducing its carbon footprint while maintaining high performance. This move aligns with growing industry and regulatory pressure to adopt greener refrigerants and more sustainable practices in HVAC manufacturing and operation.
The 1Way Cassette’s debut in Southeast Asian markets such as Thailand, Vietnam, and the Philippines was highlighted as a strategic move. These regions have seen rapid growth in demand for residential and commercial air conditioning solutions, driven by urbanization and rising temperatures. According to Samsung, the product’s built-in Wi-Fi and support for SmartThings and Bixby allow users in these markets to control indoor temperature and humidity with ease, without the need for additional hardware. The company’s efforts seem to be paying off: sales of Samsung’s system air conditioners in Southeast Asia jumped by more than 20% compared to the previous year, with the 1Way Cassette model alone seeing a sales increase of approximately 35%.
Samsung Electronics’ DA business division manager, Baek Hye-seong, spoke with pride about the company’s participation in the prestigious ASHRAE conference. “We are honored to join the Asian HVAC conference hosted by the American Society of Heating, Refrigerating and Air-Conditioning Engineers, which boasts over 100 years of tradition,” Baek said, as reported by Joongboo Ilbo. “We will continue to strengthen our global HVAC business with smart connectivity experiences and unrivaled technology.” The company’s long-term vision, Baek emphasized, is to expand its presence not only in Southeast Asia but across the globe, leveraging advanced research and practical technological solutions.
Samsung isn’t just targeting residential customers. The company is also actively expanding its B2B (business-to-business) HVAC operations, focusing on large-scale installations for residential complexes, public facilities, luxury resorts, and hotels. This strategic emphasis on commercial and institutional markets is part of Samsung’s broader ambition to lead the HVAC industry in both innovation and market share. The company is also increasing its efforts in the noise reduction commercial air conditioning repair business, reportedly boosting sales by more than 10% through its Samsung Store and Samsung Service channels.
In addition to product innovation, Samsung is working to promote the adoption of energy-efficient appliances through consumer incentives. The company has ramped up its efforts to inform customers about the government-backed “Excellence Efficiency Appliance Rebate Program,” which offers up to a 10% rebate on the purchase of top-rated energy-efficient products. Customers can apply for these rebates online through dedicated portals, with reimbursements distributed starting August 20. This initiative is designed to both encourage the purchase of high-efficiency appliances and help consumers save on energy costs—a win-win that supports national energy conservation goals.
Samsung’s participation in the ASHRAE Region XIII Chapters Regional Conference 2025 was more than just a product showcase—it was a statement of intent. By marrying AI-driven features, eco-friendly refrigerants, and smart connectivity, the company aims to set new standards in the HVAC sector. The strong sales growth in Southeast Asia, especially for the 1Way Cassette model, is evidence that the market is responding positively to these innovations.
As the global demand for heating and cooling solutions continues to rise, the challenge for manufacturers will be to balance comfort, convenience, and sustainability. Samsung’s latest offerings suggest that the company is not only up for the challenge but is eager to lead the way. With the backing of industry giants like ASHRAE and a growing footprint in key international markets, Samsung Electronics is positioning itself at the forefront of the next generation of HVAC technology—where efficiency, intelligence, and environmental stewardship go hand in hand.
