"I should buy this for my daughter" — The Samsung product coveted by LG Uplus chief Hong Beom-sik [MWC 2026]

BARCELONA, Spain — On the opening day of "Mobile World Congress (MWC) 2026" on March 2 (local time), Hong Beom-sik, president of LG Uplus, visited the Samsung Electronics exhibition booth in Barcelona and experienced the Galaxy Ecosystem firsthand.
Guided by Roh Tae-moon, president and Head of the Device eXperience (DX) Division at Samsung Electronics, Hong toured the booth and tried on the Samsung Galaxy Buds4 Pro himself. Putting them in his ears, he remarked, "The sound is amazing. I should buy one for my daughter," expressing his satisfaction.
Hong also tested the Galaxy XR device. Wearing the headset, he said, "Take me to the Basílica i Temple Expiatori de la Sagrada Família," then turned his head from side to side and moved his hands as he explored the virtual environment. "This is much better than I expected," he said, adding, "It also feels much lighter. There are so many things here I’d love to have."
First unveiled at Galaxy Unpacked in February, the Galaxy Buds4 series offers the highest level of hi-fi sound ever in the lineup. With components such as a tweeter—a dedicated speaker unit that reproduces high-frequency sounds—it delivers rich bass and clear treble, providing hi-fi sound that preserves the original audio. The Galaxy Buds4 series also supports a personalized listening experience through adaptive Active Noise Cancellation (ANC). In particular, the Pro model features enhanced adaptive ANC that analyzes the user’s fit in real time to deliver optimal noise-blocking performance.
The "Super Clear Call" feature for high-quality calls uses a finely trained machine-learning model to analyze the user’s voice patterns and surrounding noise, removing unwanted background sounds. Thanks to seamless connectivity with other Galaxy devices, users can take fuller advantage of Galaxy AI features. With the buds on, they can simply use voice commands to easily launch AI agents such as Bixby and Google Gemini.
mkchang@fnnews.com Jang Min-kwon Reporter