With US President Donald Trump escalating threats of tariffs and trade restrictions, South Korean conglomerates are rushing to revamp their Washington offices to establish direct connections with the new administration.

Samsung Electronics, the world's leading smartphone and semiconductor maker, is considering appointing a new head for its US office and is actively seeking experts with strong ties to Trump.

"We are actively looking for the right person with close connections to Trump. Washington is hectic right now — it's not just us, but everyone is working to strengthen ties with the Trump administration," a Samsung Electronics official said.

Amid Korea’s leadership vacuum, ongoing political turmoil and the growing impact of US policies on their key businesses, it is becoming increasingly critical for these firms to bolster their influence with the Trump administration in the crucial American market.

Mark Lippert, former US ambassador to South Korea, currently serves as head of North American public affairs and chief risk officer for Samsung Electronics North America, based in Washington, DC. He previously held senior roles in the US Department of Defense during the Obama administration before joining Samsung in 2022.

Samsung has not confirmed whether it plans to replace Lippert, but industry insiders suggest the company is likely to bring in a new figure with closer ties to Trump. Sources indicate that Samsung is planning to dispatch an official from its Global Public Affairs division in its Suwon headquarters to lead government relations efforts in Washington while also recruiting local experts.

Samsung faces multiple challenges, including Trump’s threat to revoke federal subsidies for global chipmakers under the CHIPS and Science Act and the possibility of new tariffs on semiconductors. The company is investing $37 billion in cutting-edge semiconductor manufacturing facilities in Texas, and the $6.4 billion subsidy it secured under the Biden administration is seen as critical to keeping the project on track.

Trump’s unconventional and often erratic leadership strategy is reshaping Washington’s lobbying landscape, shifting from the traditional approach of hiring high-profile, reputable figures to case-by-case collaborations with lobbyists and government relations experts, according to industry officials.

“Trump’s unpredictable, maverick personality makes it difficult to forecast his next moves, forcing companies to adjust their lobbying strategies,” an official from a Washington-based strategic advisory firm said on condition of anonymity.

“His policies lack consistency, so it is crucial to have a quick and agile response from working-level teams, ensuring they receive real-time updates on key issues.”

Other Korean conglomerates that have recently set up Washington offices are also renewing their lobbying efforts and working behind the scenes to navigate Trump’s second term.

"It might seem like we are not taking action, but we are actively working behind the scenes. Trump's policies have not been fully revealed yet, so the best approach is to leverage local public affairs teams, lobbyists, and other channels for behind-the-scenes negotiations," said an industry official who also wished to be unnamed.

LG Group, Korea’s fourth-largest conglomerate, with businesses spanning electronics, batteries, and chemicals, has empowered its LG Global Strategy Development Center to support its Washington office. The US lobbying team is led by Joe Hagin, former White House deputy chief of staff under Trump (2017–2018).

Yoon Chang-ryul, director of LG’s strategy center, has been expanding his US network, representing LG Group in Korea’s business delegation last month. A government affairs expert, Yoon previously served as a presidential senior secretary of social affairs.

LG Electronics, a key affiliate, has recently hired new lobbying firms, Capitol Counsel and Public Strategies, in Washington to focus on trade and supply chain issues.

Meanwhile, SK Group, Korea’s second-largest conglomerate, appointed Paul Delaney, former deputy chief of staff for the US Trade Representative, as head of government relations at SK Americas, its newly established Washington headquarters, in December. SK On Vice Chair Yu Jeong-joon is leading SK Americas.

Both LG and SK have been expanding their battery manufacturing plants in the US and are striving to offset declining sales as Trump’s EV policies contribute to the global EV market slowdown.

By Jo He-rim (herim@heraldcorp.com)