Samsung chair’s son being groomed for top spot?

Lee Jae-yong, explaining Samsung's products to Rupert Murdoch

Observers chart Lee Kun-hee’s ’strategic emergence’ into the public eye

Samsung Electronics Vice President Lee Jae-yong, the only son of Chairman Lee Kun-hee, continues to grab media attention. Currently, he is actively participating in this year’s Consumer Electronics Show (CES) in Las Vegas, and has been holding meetings with Samsung’s business partners. People who meet Lee increasingly treat him as the "firm successor" of his father’s company.

Moreover, Samsung Electronics has been trying to raise his profile by providing photos of Lee Jae-yong’s activities to the media. Until recently, Lee had refrained from making public appearances and shunned the media spotlight.

On January 9, the younger Lee played host to U.S. media tycoon Rupert Murdoch, chairman and CEO of News Corporation, who visited the Samsung booth at the CES. Lee explained Samsung’s state-of-the-art products to Murdoch, with several Samsung executives in tow.

While stationed at the Samsung booth, Lee has been taking part in every gathering with distributors of major foreign electronics goods. He has maintained an unexpectedly packed schedule, surprising workers of his company used to his shying away from public appearances.

While at the Vegas show, Lee has also visited the LG Electronics booth to meet Nam Yong, vice chairman and CEO of LG Electronics. The meeting was reportedly at the suggestion of Nam, meaning that a rival company considers Lee a "top executive" of Samsung Electronics.

Lee is paving his way to become CEO through the expo, sources say. His father also gave a hint about his son’s impending promotion at a press conference held in Seoul on January 8. Some observers have raised the possibility that Lee may soon be promoted to senior vice president of Samsung.

His appearance at the Las Vegas show was a "surprise debut" for the media, but Samsung Electronics has apparently been prepared for it for a long time. At a press round table on January 7, Lee said, "For the company and myself, I should try to develop my career."

Please direct questions or comments to [[e-mail]]