In the pocket, in the house, in the city, Samsung is everywhere. The South Korean brand’s cellphones are among the most popular in Cuba. Meanwhile, TVs, washing machines and air conditioners have earn the trust of Cubans, because “they are very good”.

Now, the brand can also be seen on the screens that in different parts of the city give a modern look to Havana, and there will even be an impressive electronic board in the popular Latinoamericano Stadium.

The technological giant has found a receptive market in the Greater Antilles, and to secure the land opened in May 2017 “Havana’s Samsung House”. The store in the Cuban capital comes when the brand already has a strong presence on the Island, acknowledged the director of Marketing for Latin America, Claudia Aguilar, during the opening of the space.

The conglomerate of multinational companies based in Seoul, South Korea, is presented as a company that “inspires the world and shapes the future with transformative ideas and technologies”. That’s exactly what it wants to do in the Caribbean country.

Aguilar referred to the new establishment as a “dream come true” and added that it’s a great pleasure to bring Samsung’s technology and innovation to Cuba to improve people’s life quality.

The store, located in the Market of 3^rd and 70, in Miramar, is a joint project of Samsung Electronics for Latin America division and TRD Caribe, which represents more than 50 percent of sales in the electronic products market on the Island.

In addition, it’s the first showcase for the brand’s premium products in the Caribbean, and was inaugurated as one of the most modern in Latin America.

After five years being ecstatic with Samsung products at the Havana’s International Fair (FIHAV), one of its doors of entry, now Cubans can take home some of them; although prices have been criticized for not being in line with the international market, or competing with the alternative market.

Samsung Latin America and TRD Caribe expect this to be a significant boost for the commercialization of Korean technology in the country, particularly mobile phones, and they hope that Cuba will be one of the first countries in the region to launch new products on the market.

The Latino screen, it’s coming

The sport is once again a gateway and a promotion opportunity for Samsung, which since 2016 has sponsored Havana’s triathlon. The company also donated to Cuba a modern electronic board that will be installed in the Latinoamericano Stadium.

According to what the National Sports, Physical Education and Recreation Institute (INDER) said to Prensa Latina, the entire structure will weigh 80 tons, and the screen’s base construction, which is 24 meters long and 18 meters wide, has already begun.

The commerce of electronic products begins to expand in Cuba and Samsung, in correspondence with its policy of venturing into emerging markets, arrives at the Island to put its flag.

Samsung’s figures

The Samsung group consists of more than 80 companies among affiliates, subsidiaries and participating firms. It has more than 500 thousand employees.

2017:

First trimester. Net profit: 6.217 billion euros

Income: 40.927 billion euros

Second quarter. Net profit: 10.618 billion euros.

Income: 45.506 billion euros.

Third quarter: Net profit: 8.587 billion euros.

Income: 47.618 billion euros.

Beyond speculation, it seems that Samsung Electronics is doing very well. According to official figures, the company has achieved record results throughout the year and in the third quarter obtained a net benefit that represents an increase of 146.5% over the same period of 2016.