Product innovation sits at the core of firm competitiveness. With all the existing studies on the topic, how to actually put product innovation into action awaits further elaboration. The present case introduces the VIP center of Samsung Electronics, where cost reduction and product innovation efforts are conducted. Specifically, the case reveals how Samsung Electronics runs the innovation center, what are the programs for innovation, and how it maintains innovation efforts on an on-going basis. Readers are invited to discuss the case to draw implications on how a company should manage product innovation in a more systematic and sustainable manner.