• Ancient Cultural Heritage Meets
    Cutting Edge Economics, Welcome to China
    At the cusp of tradition and change, the entire world is focusing on the tenacity of this nation and how they will emerge. Not only the rapid economic growth but the unique regional and cultural characteristics of China are of great interest to the entire world. Here at the heart of the dragon, Samsung Design China (SDC) in Beijing and Shanghai seek the best in design performance as well as competing with other global design companies.
  • SDC Fuses China’s Unique Culture with
    a Cutting Edge Eye for Design
    New market trends, cultural or regional policies, user feedback and recommendations as well as insights are all our agenda as we reach out to universities, research firms and design agencies for a collaborative effort to better understand China. Never with an outside-in perspective but as an insider on the ground who knows what and when things happen. Here at the SDC office, we’ve been tailoring smartphones, home appliance products, computers, wearable smart devices and IoT products to compliment this unique and bustling part of the world.
  • Bringing the Future Today through Our Products, Starting Successful Business Opportunities
    The potential market value of China is still unmeasured. To succeed in such a climate, staying ahead of the trends of the market as well as design is a must. We strive to become a company that the people of China will grow to love.


  • 2 0 0 4
    Samsung Design China founded
    (Located in Shanghai)
  • 2 0 1 3
    Beijing UX Lab founded
  • 2 0 1 6
    SDC Beijing Office established and merged UX lab (Previous Shanghai office operates as a branch)


  • 2014
    Pentawards Bronze Winner
  • 2015
    Pentawards-sliver Award Winner
  • 2016
    iF Design Awards Winner
  • 2019
    IDEA Finalist Winner
    iF Design Awards Winner
和爲貴 | Cherish Harmony
Nearly a quarter of the world’s population lives in China. With the rapid growth in their share of the global market, everyone’s attention is focused on China, and China’s vision is fixed on the future.
China is changing rapidly by incorporating cutting-edge technology directly into everyday life. SDC works to discover various insights and actively communicates with experts in diverse fields to bring innovation in this dynamic era.
Sungho Lee,
SDC Head of office


SDC - Beijing Office

  • Design Innovation Team
    SDC leads various activities contributing to the business, such as proposing innovative designs that target the global market based on local insight and facilitating close collaboration between SDC, Seoul Office, and local teams to enhance consumer satisfaction.
    In addition, projects on securing solutions for innovative design proposals as well as advanced development, research, and sensing are carried out in Shenzhen.
  • UX Innovation Team
    The UX Design team includes User Interface (UI) and Graphic User Interface (GUI). Based on the needs and behavior of the local user, we devise useful UI implementation while working closely with the local R&D center to better equip the Galaxy series products to the China market.

SDC - Shanghai Lab.

  • Digital Appliance Design Team
    The Digital Appliance (DA) Design team located in Shanghai branch is immersed in research for cultural and lifestyle trends. We look for meaningful insights that may lay the groundwork for new innovations and creative direction. We also seek to take those insights and apply them to our home appliance product design.


  • Samsung Wallet
    Samsung Wallet
    Samsung Wallet combines the functions of a bank card, electronic payment accounts (WeChat Pay, Alipay, JD Flash Pay), a transit card and a smart access card into one, providing a wide range of safe and convenient mobile payment experiences. It is very convenient to swipe up from the bottom of the screen to quickly launch the payment interface and select the card for payment under the statuses of AOD, lock screen, or home screen.
  • Samsung Smart Manager
    Samsung Smart Manager
    Samsung Smart Manager is a systematic application that aims to take care of any device problem and provides a smooth and enduring device experience for Galaxy customers. With innovative products as its basis, Samsung Smart Manager will maximize and utilize the powerful ability of Galaxy devices as a personal intelligent advisor for users.
  • W24 Fold wallpaper
    W24 Fold wallpaper
    Ginkgo leaves symbolize health, longevity, happiness, and fulfillment in Chinese culture. The W24 Fold wallpaper design uses symmetrical but distinct fan-shaped ginkgo leaves to express the unity of opposites and harmony in all things, such as the balance in the juxtaposition of even and odd numbers or spring and autumn. The saying "a true gentleman is like jade" alludes to the qualities of jade to be akin to the qualities in “gentleness and integrity”. Multiple ginkgo-shaped jade stones and gold pieces are combined to convey oriental charm that gently blooms into a magnificent form. The visual balance between the softness in leaves and the solidity of jade and gold materials echo the harmony of all things, achieving equilibrium.
  • W24 Flip wallpaper
    W24 Flip wallpaper
    The overall layered shape of the W24 Flip wallpaper is gracefully formed with jade-textured silk fabrics, symbolizing a bold and carefree spirit. The synthesized materials combining metal, jade, gauze, and silk accentuate intricate details of the form, conveying a sense of luxury and grandeur in line with local Chinese aesthetic. Multiple circular surfaces twist, cascade, and grow outward to the screen, eventually scattering gold dust, highlighting the fusion of strength and gentleness while capturing the beautiful moment of blossoming dreams. The golden border and fabric texture enhance the wallpaper’s richness, pairing with the dispersing particles at the end, symbolizing a carefree and unrestrained attitude toward everything.
  • A8S Product Design
    A8S Product Design
    The A8S features a unique and differentiated design that utilizes a gradient-based CMF combination along with the industry’s first HID display equipped with a posterior triple camera. The 6.39-inch FHD frontal display and a thickness of only 7.39mm create a singular design that provides a comfortable grip. The design, development, and manufacturing of this product all took place in China, and is wholly representative of the design trends and consumers needs of the local region.
  • 24’ New REF CMF for Chinese Market
    24’ New REF CMF for Chinese Market
    When it comes to purchasing refrigerators, interior décor is top of mind for Chinese consumers. This is why the CMF that goes into new refrigerators in the Chinese market should reflect emerging home decoration trends. To better meet the aesthetic needs of Chinese consumers, SDC supported the development of a new line of refrigerator CMF based on the latest interior decoration trends observed among Chinese consumers. SDC worked with the digital appliance design team, developing 13 sets of new refrigerator CMF archetypes and conducted extensive user surveys. As a result, Shimmer Charcoal, Cotta White, Vibe Dark Metal have been selected for next year’s operation plans.
  • China Lifestyle Insight Report
    China DA Product & Tech Trend Report
    To maintain competitive edge in the global home appliance market, Samsung needs to leverage the latest technology in all of its product categories. As the overall capabilities of China’s manufacturing sector continues to grow, the technological prowess of China’s domestic companies have been greatly enhanced. The annual sensing report delivered insightful content on digital appliances in China, including market landscape, product trends, consumption motivators, future design strategy, and new techs and solutions. This report informs design functions at HQ to fully grasp the market situation and ongoing trends in the China market.
  • Global Millennial Design Language Study
    Global Millennial Design Language Study
    This project is a transnational cooperative research project aiming to forecast design trends and design languages for 2021 and 2022 home appliances, with a focus on Millennial lifestyles. Based on a rigorous trends study, the research has analyzed and mapped home appliances’ evolution for ten years, and identified strategic design themes from both global and local sides by forecasting emerging trends of 2021 and 2022 for Millennials. The results will be used to verify and guide basic designs for future digital home appliances.
21F, AVIC capital building,building 2,
west side of Dawangjing Park,