The Donghaeng Labor Union of Samsung Electronics, primarily representing the Device eXperience (DX) division overseeing finished product businesses, posted an advertisement on a digital billboard in New York's Times Square on September 5 (local time) opposing workforce reductions.

Broadcast every hour at the 35-minute mark starting at midnight that day, the 15-second video carries the messages, "GREAT PRODUCTS BEGIN WITH PEOPLE" and "WE ARE STILL HERE."

Regarding this, the Donghaeng Union stated, "Under the guise of artificial intelligence transformation (AX), the company is fragmenting tasks, measuring efficiency, and calculating necessary personnel," adding, "If workforce efficiency means reducing people under the pretext of AX, it must stop."

Additionally, following an incident where the Samsung Electronics branch of the Samsung Group's supra-corporate labor union allegedly created a "blacklist" containing the union membership status of some 100,000 executives and employees, the Donghaeng Union demanded confirmation of whether its members suffered personal information leaks.

Recently, the Donghaeng Union has argued that the DX division was marginalized during wage negotiations agreed upon by Samsung Electronics management and labor, and that the compensation gap with the Device Solutions (DS) division, which is in charge of the semiconductor business, is excessive.

On August 21, the union held a rally demanding communication with management, claiming that management failure was the cause of the deteriorating profitability in the DX division.

Starting on September 18, the union plans to hold rallies and one-person protests near the residence of Samsung Electronics Chairman Lee Jae-yong located in Yongsan-gu, Seoul.