Homeowners in Southeast Asia today are paying greater attention to creating modern living spaces of their very own. With increasing interest in both form and function, they are making design choices that more closely intertwine with technology, comfort, and seamless connectivity.
Cooling is one such aspect, which is fundamental to many Southeast Asian homes located in humid tropical climates – for instance, 2025 has been Malaysia’s hottest year in its modern history, with extreme temperatures ranging from 40°C to 45°C[1]. Meanwhile, Northern Vietnam experienced record high temperatures in August 2025, with Hanoi hitting peak temperature at 40.3°C[2]. Naturally, air-conditioners play a critical role in the modern home, providing not only essential comfort but also offering the potential to enhance design harmony and lifestyles through effortless connection, customization, and control.
Shifting Home Design and Interior Aesthetics
When it comes to home design, minimalist, open-plan homes with full-height windows and panoramic glass walls are gaining popularity amongst Southeast Asian consumers. However, these homes often feature square-shaped living areas, making it challenging to identify a suitable wall space for air conditioners without compromising on interior design.
Ceiling-mounted air conditioners are easily incorporated into ceilings, without disrupting design aesthetics
Traditional wall-mounted air conditioners often disrupt intended aesthetics, requiring large sections of uninterrupted wall space, resulting in inflexible interior and potential clash with modern décor. It is no surprise then, that ceiling-mounted system air conditioners (SACs) are emerging as the preferred alternative.
As Jenny Baek, Vice-President and Head of the Air Solution Business Group at Samsung Electronics, explains: “Even if someone isn’t installing floor-to-ceiling glass, they may still want to keep their walls flexible, and system air conditioners give them that freedom”.
In fact, in a recent survey[3], 84% of Thai system air conditioner users expressed high satisfaction, citing effective cooling for large areas and less impact on interior aesthetics as the main benefits.
With flexible installation, WindFree™ cooling and an intelligent AI system, the WindFree 1Way Cassette is built to meet the demands of stylish, comfortable living.
Samsung’s WindFree 1Way Cassette is an ideal choice to meet such needs. Featuring WindFree™ technology to effectively maintain a comfortable level of coolness without any unpleasant cold drafts, the air-conditioner disperses cool air through 10,000 micro air holes. Meanwhile its ultra-slim silhouette fits seamlessly into ceiling and blends effortlessly into modern interiors – freeing up walls for art, shelves or curtains and delivering clean, quiet and sleek comfort.
It’s evident that comfort and style are rising priorities for consumers in the region. In 2024, Samsung’s system air conditioner sales in Southeast Asia rose by over 20% from the previous year, with sales of the one-way cassette model alone jumping more than 35%.
Powering Effortless and Smart Living
Beyond design, intuitiveness, adaptiveness, and sustainable use are key for homeowners, with consumers in the Philippines citing energy efficiency and upgraded features as the two most important factors for consideration when purchasing new air-conditioners[4].
Effortlessly control the WindFree 1Way Cassette with Samsung SmartThings App
Equipped with built-in Wi-Fi, the WindFree 1Way Cassette works seamlessly with SmartThings to enable all-day comfort, offering centralized control over settings and performance. Working in the background, features like SmartThings Al Energy Mode can automatically adjust settings to reduce energy use by up to 20%[5] for cost and energy savings. Meanwhile, Comfort Humidity Control monitors temperature and humidity to maintain a steady indoor climate.
Designed to offer convenience and effortless support for daily life, the WindFree 1Way Cassette can be configured to switch on automatically when one is on the way home with Welcome Cooling[6]. It can also connect seamlessly to wearable devices like Samsung’s Galaxy Watch or Ring, to track sleep cycles and optimize room temperatures with the AI-powered Good Sleep Mode[7].
In-store Experiences to Make Informed Choices
Traditionally, system air conditioners (SACs) were installed primarily in commercial spaces such as offices, hotels, or large stores, and therefore promoted through specialized distributors or catalogues rather than in general retail environments. However, in the same Samsung research survey[8], customers – for example, those in Thailand – who expressed an intention to purchase system air conditioners also wanted the ability to see and compare them in person, at general electronics stores or large supermarkets, not just through catalogues or installers.
Responding to this shift, Samsung introduced in-store displays for its system air conditioners in Southeast Asia starting in June earlier this year. Shoppers can now view, compare, and purchase models directly at large electronics retailers and supermarkets. The pilot program launched in select locations in Thailand, including Siam Paragon mall, generated overwhelming consumer response.
In-store display of WindFree 1Way Cassette at Siam Paragon Mall
More Southeast Asian consumers can look forward to new opportunities to explore the product portfolio, with Samsung expanding in-store SAC displays to six Southeast Asian markets including Vietnam, Indonesia, Thailand, Philippines and Malaysia this year. Interested consumers are now able to pop into participating stores to experience the technology firsthand and enjoy greater flexibility in how they cool their homes.
For more information, please visit: https://news.samsung.com/my/