Samsung Electronics co-CEO Han Jong-hee, who played a pivotal role in propelling the South Korean tech giant’s television business to global prominence, passed away on Tuesday at the age of 63 due to a heart attack, the company confirmed.

A Samsung spokesperson stated that Han died from cardiac arrest and is survived by his wife and three children.

Han, who joined Samsung in 1988, was instrumental in elevating the company’s high-end TVs to global recognition. He played a key role in the launch of Samsung`s world-class LED TVs, a milestone credited with reinforcing Samsung’s position as a leader in television technology.

His innovative contributions helped solidify Samsung’s place at the pinnacle of the global TV market, according to the company.

Although Han was not a member of the Samsung family, he was an influential figure at the company. Samsung Electronics is the flagship subsidiary of the Samsung Group, South Korea`s largest conglomerate, with Lee Jae-yong, the third-generation leader, currently heading the company.

Han’s death comes at a challenging time for Samsung, which is facing difficulties in keeping up with the demands of artificial intelligence (AI) technology, particularly in memory chip production. The company has struggled to meet the requirements of Nvidia, with SK hynix emerging as a key supplier of high-bandwidth memory (HBM) chips for AI graphics processing units.

Amid these challenges, Chairman Lee Jae-yong has called for a "do-or-die" mindset to address the obstacles posed by the AI industry. In October, Samsung admitted to facing a "crisis," acknowledging concerns about its technological competitiveness and its future.