Samsung’s push into HBM4 memory chips signals a potential comeback in the AI semiconductor race, even as competition from SK Hynix intensifies and market risks grow.
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| From HBM4 optimism to foundry ambitions and tariff risks, Samsung and SK Hynix outline diverging strategies as the AI chip boom enters a more competitive phase. Image: CH |
Seoul, South Korea — January 2, 2026:
Samsung Electronics has opened the year projecting renewed confidence in its semiconductor business, particularly in high-bandwidth memory (HBM), a cornerstone technology for artificial intelligence computing. In a New Year address, co-CEO and semiconductor chief Jun Young-hyun said customers had praised the competitiveness of Samsung’s next-generation HBM4 chips, with some remarking that “Samsung is back.”
The comments reflect Samsung’s determination to claw back ground in an AI memory market where it has trailed domestic rival SK Hynix. SK Hynix emerged as the clear leader during the AI demand surge, holding a 53 percent share of the global HBM market in the third quarter of 2025, compared with Samsung’s 35 percent. That dominance was built on early customer wins and faster-than-expected uptake of AI accelerators.
Samsung’s HBM4 push is therefore more than a product upgrade—it is a strategic attempt to reinsert itself at the center of the AI supply chain. Its disclosure last October that it was in close discussions to supply HBM4 chips to Nvidia, the dominant force in AI processors, underscored the stakes. Yet Jun’s caution that Samsung still has work to do suggests that technical validation, production scale and customer trust remain critical tests before any decisive turnaround.
SK Hynix, meanwhile, is signaling a shift in tone from celebration to vigilance. CEO Kwak Noh-jung acknowledged that the company benefited from favorable external conditions as AI demand materialized faster than expected, but warned that competition is intensifying rapidly. By saying AI demand is now “a given rather than an upside surprise,” Kwak implied that future growth will depend less on market momentum and more on sustained investment and execution, especially as 2026 approaches with a tougher business outlook.
Investor sentiment, however, remains upbeat. Shares of both Samsung Electronics and SK Hynix surged to record highs on the first trading day of the year, comfortably outperforming South Korea’s benchmark KOSPI index. The rally suggests confidence that the AI-driven memory cycle still has room to run, even as pricing pressures and rivalry increase.
Beyond memory chips, Samsung is also spotlighting progress in its foundry business, long overshadowed by Taiwan Semiconductor Manufacturing Co. Jun said recent supply agreements with major global clients have left the unit “primed for a great leap forward,” highlighting a $16.5 billion chip supply deal with Tesla signed last July. The move aligns with a broader push by global customers to diversify manufacturing away from single-region dependence.
Still, caution tempers the optimism. In a separate address, Samsung co-CEO TM Roh warned that 2026 could bring heightened uncertainty due to rising component costs and global tariff barriers. His call for proactive supply chain diversification and optimization reflects wider industry concerns about geopolitics, trade frictions and cost inflation.
Taken together, the messages from Samsung and SK Hynix suggest the AI semiconductor boom is entering a new phase. Early demand shocks have validated massive investments, but the next stage will reward companies that can combine technological leadership with resilience against macroeconomic and geopolitical risks. For Samsung, claims of being “back” resonate—but the real verdict will come as HBM4 moves from customer praise to sustained market share gains.