Samsung Display targets China's 700 million gamers with OLED debut at Asia's largest subculture expo

Samsung Display is making its debut at Bilibili World 2026, Asia's largest animation, comics and gaming expo, as it steps up its push into the world's biggest gaming market. The company plans to showcase OLED and QD-OLED technology to connect with local gamers and deepen partnerships with Chinese IT manufacturers.

Samsung Display set up a large exhibition space spanning about 297 square meters at the National Exhibition and Convention Center in Shanghai for Bilibili World 2026, which runs Friday through Sunday. Bilibili World is Asia's largest animation, comics and gaming expo, organized by Chinese content platform Bilibili. Last year, more than 400,000 visitors from over 20 countries attended; this year, more than 700 companies are participating, making it the largest edition to date.

At the event, Samsung Display is partnering with Tencent, the world's largest gaming company, to run an experiential booth centered on the new title "Honor of Kings: World." The booth is designed in a circular layout inspired by "Zhixia Square," a key in-game setting, where visitors can play the game on more than 50 devices — including OLED smartphones, OLED laptops and QD-OLED monitors.

The booth features 20 QD-OLED monitors, 12 OLED laptops and 16 gaming smartphones, with 12 global IT partners — including Acer, ASUS, Lenovo, MSI and BenQ — providing a range of products for visitors to experience OLED image quality firsthand. OLED and LCD displays are placed side by side so visitors can directly compare performance in low-grayscale rendering, response time and color reproduction.

Samsung Display is also unveiling OBLYX, its new OLED brand for gaming laptops, for the first time at the event. The name draws on "obsidian," reflecting OLED's signature deep blacks, gaming performance and design appeal. The company plans to strengthen its presence in the gaming laptop market with a lineup spanning 14-inch, 16-inch and 18-inch screen sizes at refresh rates of 120Hz, 165Hz and 240Hz.

Samsung Display is also watching the rapid growth of China's gaming device market. According to market research firm IDC, China's gaming OLED monitor market posted a compound annual growth rate of 378 percent from 2023 to 2025, far exceeding the global average of 146 percent. Over the same period, China's share of global gaming OLED monitor sales expanded from 6 percent in 2023 to 24 percent last year. Data from Omdia show China's gaming OLED laptop market grew at a compound annual rate of 1,449 percent over the same period, also well above the global average of 405 percent.

China's gaming market has seen rapidly rising demand for high-spec games and premium gaming devices, driving broader adoption of OLED displays. Samsung Display said it intends to use the expo as a springboard to expand direct engagement with local consumers while strengthening ties with Chinese IT manufacturers, accelerating its push to lead the gaming display market.

"Growing demand for differentiated gaming displays is being driven by the expansion of China's gaming industry and the spread of high-spec content," said Jeong Yong-wook, vice president and head of Samsung Display's IT strategy marketing team. "Through exhibitions like Bilibili World, we will communicate directly with Chinese gamers and deepen cooperation with Chinese-speaking IT customers to further strengthen our position in the market."