Samsung sneaks binto Russia as US joins Ukraine talks

Samsung seems to be quietly stepping back into Russia with fresh marketing moves. The tech giant had previously shut down its factory and stopped sending products there after the Russia-Ukraine war broke out.

Reports show that from January to February, Samsung boosted its marketing in Russia by 30% compared to last year. Ads also jumped by 10% during this time, up from late last year’s November-to-December stretch.

Russian news outlets are buzzing about this shift. Many think Western companies, like Samsung, which left Russia earlier, are now eyeing a comeback. This follows whispers of peace talks between the US and Russia over Ukraine.

Samsung set up a plant in Kaluga, near Moscow, back in 2008. But in March 2022, it paused making TVs, fridges, and washing machines there due to tough Western sanctions tied to the war. Denis Kuskov from TelecomDaily suggests Samsung is teaming up with MTS, a local telecom company, to run its ads. Interestingly, new Samsung gadgets are popping up in Russia a few days before they hit stores in Europe or the US.

Another report says foreign companies that pulled back last year started reviving their marketing in Russia around spring. Samsung, though, kicked off its efforts a bit later than others. Samsung Russia has said there’s no official word yet on fully restarting business or exports. For now, shipments remain on hold. Samsung Stores are still open across the country, but they’re getting products through unofficial imports.

According to Kommersant, Samsung is rolling out deals like discounts, payment plans, and trade-ins in Russia. They’re working with partners in nearby countries, part of the Commonwealth of Independent States (CIS), to make this happen.