JBL, the flagship brand of Harman, the automotive electronics and audio subsidiary of Samsung Electronics (005930.KS), will publicly unveil for the first time a limited-edition speaker commemorating the brand's 80th anniversary, along with a new microphone equipped with on-device artificial intelligence (AI) technology. The plan is to establish an experiential space in Seoul's Seongsu-dong, where trendsetters gather, and solidify its brand leadership in the global premium audio market.
According to industry sources Tuesday, Harman's JBL will operate a pop-up store at "Teal Table" in Seoul's Seongsu-dong for two days from June 19 to 20 to mark the launch of its new products. The pop-up will run from 11 a.m. to 8 p.m., offering visitors the opportunity to directly listen to and experience JBL's latest audio lineup, which embodies the brand's heritage.
The centerpiece of the event is the "JBL L100 Classic 80," a limited-edition bookshelf loudspeaker that encapsulates JBL's 80-year history and technology. Designed for true audio collectors, the product is produced in a limited run of only 800 pairs worldwide. To maximize its rarity, each product features a special commemorative plate engraved with the handwritten signature of chief systems engineer Chris Hagen and a unique number, adding to its collectible value.
Alongside the speaker, JBL will also unveil two high-quality AI-based microphones (the JBL EasySing Mic and EasySing Mic Mini) aimed at the personal entertainment market.
These products are the first to feature JBL's newly developed "on-device AI vocal removal" technology. Without any separate server connection, the AI chipset built into the microphone itself identifies only the original singer's voice in any music in real time and reduces its volume. When linked with the existing "JBL PartyBox" speaker series, users can enjoy singing at home or outdoors with rich, vibrant sound comparable to that of a professional showroom.
The pocket-sized "EasySing Mic Mini" targets creators who enjoy broadcasting or content creation while on the move. Despite its compact design, it offers precise vocal separation as well as a "Voice Boost" function that smooths out the high frequencies to enhance audio quality, earning praise for capturing both portability and professional performance.
The market analyzes that this JBL product launch is part of Samsung Electronics' ongoing strategy to diversify its audio portfolio since acquiring Harman. Harman maintains a strong presence not only in automotive electronics businesses such as in-car infotainment but also in the premium B2C audio market through iconic brands such as JBL, Harman Kardon and AKG. The strategy is to combine its automotive electronics technology, currently installed in more than 50 million vehicles worldwide, with 80 years of accumulated professional sound expertise to lead the next-generation lifestyle audio market.
