Samsung Electronics Chairman Lee Jae-yong continued his sports diplomacy by meeting with heads of state and global business leaders on the occasion of the Winter Olympics held in Italy. This move is interpreted as an effort to strengthen the company's global network, given that Samsung Electronics serves as a top-tier sponsor of the International Olympic Committee (IOC).

Chairman Lee visited the Milan-Cortina d'Ampezzo Winter Olympics, which opened on the 6th (local time), and interacted with key figures. Earlier on the 5th, he attended the IOC-hosted gala dinner held to commemorate the opening of the Olympics as a representative of Samsung Electronics.

Heads of state from various countries attended the gala dinner, including IOC President Kirsty Coventry and Italian President Sergio Mattarella, as well as U.S. Vice President J.D. Vance, U.S. Secretary of State Marco Rubio, King Willem-Alexander of the Netherlands, and Emir Tamim bin Hamad Al Thani of Qatar.

Global business leaders who also attended included TCL Chairman Li Dongsheng, Allianz Chairman Oliver Bate, Omega CEO Reynald Ashleymann, Anheuser-Busch InBev Chairman Michele Duqueris, Airbnb CEO Brian Chesky, and Coca-Cola Chairman James Quincey.

"The IOC Gala Dinner is an informal diplomatic venue where global affairs and business issues are discussed," a business insider stated. "Chairman Lee's attendance is an example that simultaneously demonstrates Samsung Electronics' global standing and Korea's sports diplomacy capabilities."

Chairman Lee also visited Paris last year during the 2024 Summer Olympics to engage in sports diplomacy. At the time, he attended a luncheon for global business leaders held at the Élysée Palace at the invitation of French President Emmanuel Macron and interacted with key global executives.

Samsung Electronics provided the Galaxy Z Flip 6 Olympic Edition to participating athletes at the Paris Olympics through the 'Victory Selfie' program. The product garnered attention as selfies taken by the athletes with the device were released. It was reported that Chairman Lee reacted positively to the results of the Olympic marketing upon his return.

Samsung has been sponsoring the Olympics since the time of the late Chairman Lee Kun-hee. Chairman Lee extended the sponsorship contract until the 2028 Los Angeles Olympics through consultations with the IOC in 2018.

The late Chairman served as an IOC member from 1996 to 2017, contributing to Korea's sports diplomacy and is credited with playing a role in the bid for the PyeongChang Winter Olympics.

Samsung Electronics has been a top sponsor of the IOC since 1997 and continues its Olympic sponsorship for the 30th year this year. An industry insider commented, “Samsung’s Olympic sponsorship is an example of a combination of long-term brand strategy and sports diplomacy.”