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The Samsung Display exhibition booth at AWE USA 2026. / Photo courtesy of Samsung Display

Samsung Display has mounted a full-scale push to capture the next-generation extended reality (XR) market.

The company announced on June 17 that it is participating in "AWE USA 2026," the world's largest XR exhibition, held from June 16 to 18 (local time) at the Long Beach Convention and Entertainment Center in California. At the event, Samsung Display showcased its latest RGB OLEDoS (OLED on Silicon) technology tailored specifically for XR devices.

To provide visitors with a firsthand experience of the exceptional visual quality of its RGB OLEDoS panels, the display maker designed a variety of immersive, hands-on exhibits. These include a darkroom designed to highlight the ultra-high brightness of its 40,000-nit 1.3-inch RGB OLEDoS display, augmented reality (AR) content capturing the scenery of Long Beach, and a mixed reality (MR) headset demonstration featuring K-Pop idol performances.

Most notably, the company constructed a darkroom installation named "The Big Dipper," arranging seven display panels to form the shape of the Ursa Major constellation. By applying the 40,000-nit RGB OLEDoS technology to only two of the panels, Samsung Display starkly illustrated the contrast in brightness. A company official explained that the exhibit was curated to allow visitors to witness the breathtaking beauty of the vast universe in high definition.

In the "Connected Vision Zone," attendees could preview the enhanced picture quality and usability achieved when RGB OLEDoS is integrated into smart glasses. Meanwhile, the "MR Experience Zone" featured prototype MR headsets equipped with RGB OLEDoS technology, allowing international visitors to watch K-Pop idol stages as if the performers were standing right in front of them.

In addition, Samsung Display introduced next-generation concept products that merge with AI technology, demonstrating the potential of displays to evolve into spatial interfaces.

"Leveraging our participation in this exhibition, we plan to expand collaborations with global leaders driving the XR industry, thereby cementing our leadership in the market," a Samsung Display representative said.

                                                                                                             Choi In-kyu