Lee Jae-yong, executive chairman of Samsung Electronics, has moved to bolster morale among employees stationed in the Middle East, offering high-end Galaxy devices to staff and their families as regional tensions escalate.
The gesture, which includes a choice between a premium laptop or a bundle of flagship smartphone and tablet products, comes as Samsung scales back its physical presence in parts of the region amid rising security risks.
The company has already relocated most nonessential personnel, leaving only a core group of employees to maintain key operations. The timing underscores a broader challenge for multinational companies operating in geopolitically sensitive regions: how to sustain workforce stability while managing escalating risks.
Samsung’s remaining staff are concentrated in relatively stable markets such as Saudi Arabia, United Arab Emirates and Qatar, where they are involved in strategic projects tied to artificial intelligence, energy infrastructure and large-scale technology deployments.
These initiatives are seen as central to the company’s long-term growth outside its core semiconductor and consumer electronics businesses.
People familiar with the matter say the decision to send gifts was aimed not only at expressing appreciation but also at reinforcing loyalty and continuity among employees working under uncertain conditions.
By extending the program to family members, Samsung is also acknowledging the broader personal impact of geopolitical instability.
The move highlights how corporate responses to geopolitical risk are evolving.
Beyond evacuations and contingency planning, companies are increasingly focusing on softer measures—such as employee support and engagement—to maintain operational resilience. For Samsung, the Middle East remains a strategically important region despite the risks.
Governments there are investing heavily in next-generation infrastructure, from AI data centers to smart-city projects, offering opportunities for technology providers with global scale.
Lee’s outreach suggests that even as Samsung reduces its on-the-ground footprint, it is seeking to preserve its human capital and long-term positioning in the region. In an environment where uncertainty is rising, retaining experienced personnel may prove as critical as managing physical assets.
