Roborock "Aware of Privacy Security Concerns in Korea... Reviewing Policy Wording Revisions" (Comprehensive)

Second New Product Launch Show Held in Korea
Security Awareness Highlighted Through Presentation and Q&A
"Will Strengthen Communication with Korea"... Determined to Expand Market
Robot Vacuum Cleaners such as 'S9 MaxV Ultra' Unveiled

Chinese robot vacuum cleaner company Roborock recently addressed concerns about personal information security, stating, "Consumers have no reason to worry about the concerns they have." However, the company explained that it is reviewing revisions to wording regarding the possibility of information leakage in its privacy policy.

Dan Cham, Roborock Asia-Pacific General Manager, made these remarks during a Q&A session with reporters after hosting the '2025 Roborock Launch Show' on the morning of the 20th at the Grand Ballroom of the Grand Intercontinental Seoul Parnas Hotel in Gangnam-gu, Seoul. He said, "We have also received feedback related to recent policies," adding, "We recognize that there may be different interpretations of the policy, and we are considering the possibility of revising and improving the wording and expressions."

(From left) Dan Cham, Roborock Asia Pacific Head, Nicole Han, Global Product Marketing Head, and Jang Yujeong, Korea Marketing Manager, are holding a press conference after hosting the '2025 Roborock Launch Show' on the morning of the 20th at the Grand Ballroom of the Grand Intercontinental Seoul Parnas Hotel in Gangnam-gu, Seoul. Photo by Park Joon-yi

The launch event took place amid concerns about personal information collection by Chinese companies, including Roborock. Among domestic consumers, worries about the wholesale collection and third-party transmission of personal information by DeepSeek have raised broader concerns about the sharing and dissemination of personal data by Chinese companies. In particular, anxiety has grown after it was confirmed that Roborock's privacy policy states that customer information may be shared with affiliates or other service providers. The Chinese Data Security Law enacted in 2021 stipulates that companies must cooperate with the government if data is collected for national security reasons, which leaves open the possibility of transmitting personal information to other affiliates. Last year, security issues were further highlighted when another Chinese company, Ecovacs, had its home robot vacuum cleaner hacked.

During the earlier launch show presentation, Roborock emphasized enhanced security features in its new products, seemingly in response to security concerns. Nicole Han, Global Head of Product Marketing, said, "We prioritize personal information protection and security," adding, "Both products unveiled today have received TUV certification and earned the highest IoT security rating, the Diamond level, from UL Solutions, a global certification body." TUV certification is a safety, quality, and security certification issued by the German Technical Inspection Association (TUV), indicating that the product's security meets global standards.

Jang Yujeong, Marketing Manager of Roborock Korea, also explained, "All Roborock robot vacuum cleaners strictly protect customer personal information," adding, "The cameras have enhanced security with dual hardware and app locks, and all data is encrypted. Unnecessary information is not transmitted externally, and data is stored encrypted within the device before being automatically deleted."

Roborock held the '2025 Roborock Launch Show' on the morning of the 20th at the Grand Ballroom of the Grand Intercontinental Seoul Parnas Hotel in Gangnam-gu, Seoul, unveiling the new products 'S9 MaxV Ultra' and 'S9 MaxV Slim'. Photo by Park Joon-yi

After the Q&A session, Manager Jang told reporters, "All products released since 2020 are managed by the U.S. internal branch," adding, "The information managed there is handled only within the United States." She also stated, "We will organize our position and communicate it soon."

At the launch show, Roborock unveiled the new products ‘S9 MaxV Ultra’ and ‘S9 MaxV Slim.’ Key executives, including General Manager Dan and Head Nicole, attended the event to announce this year’s new product lineup and domestic market strategy. Roborock CEO Kwon Kang said in a video congratulatory message, "Thanks to the interest and support from consumers, we have steadily established ourselves as a market-leading brand," adding, "Going forward, Roborock will continue to make consumers' lives more convenient with world-class technology and excellent quality, sustaining growth and development."

General Manager Dan emphasized, "Our influence continues to expand," stating, "Roborock has become the world's number one robot vacuum cleaner brand by sales. Thanks to you, we have also become the market leader in Korea." Regarding domestic companies such as Samsung Electronics and LG Electronics, which are fiercely competing in the Korean market, he said during the Q&A, "To create a healthy corporate environment, capable players must exist," adding, "Being recognized by consumers and being asked here if we are a strong player makes me proud of what we have achieved over the past few years."

Roborock expressed a desire to strengthen communication with the Korean market. Hundreds of industry insiders, influencers, and reporters attended the launch show. General Manager Dan said, "We arranged this session with journalists because we want to communicate directly with you," adding, "We hope for more interest and to expand opportunities for communication." This is the second time Roborock has held a new product launch show in Korea, following last year. In April last year, the flagship model ‘Roborock S8 MaxV Ultra’ was unveiled, and General Manager Dan visited Korea again this year after last year’s visit. As Roborock maintains the number one market share in the Korean robot vacuum cleaner market, this is interpreted as an effort to further strengthen its offensive in the Korean market.

Roborock held the '2025 Roborock Launch Show' on the morning of the 20th at the Grand Ballroom of the Grand InterContinental Seoul Parnas Hotel in Gangnam-gu, Seoul, unveiling the new products 'S9 MaxV Ultra' and 'S9 MaxV Slim.' Photo by Park Joon-yi

Roborock achieved a 25% market share in the Korean robot vacuum cleaner market two years after entering Korea in 2022, ranking first. Its market share increased to 46.5% in the first half of last year. Particularly, the premium line priced above 1.5 million KRW is estimated to hold a 65.7% share. Korean sales surged from 48 billion KRW in 2021 to 100 billion KRW in 2022 and 200 billion KRW in 2023. According to global market research firms, Korea accounted for 18% of the company’s total sales (142 billion KRW out of 806 billion KRW in the first half of last year).

The two new products unveiled on this day feature improved cleaning functions, navigation systems, and main body and dock (parking) functions compared to previous models. With a thickness of 7.98 cm, they have the slimmest design among all Roborock products, and for the first time, Roborock equipped them with the ‘RetractSense Navigation System,’ which automatically adjusts sensor height to easily pass through narrow spaces.

The S9 MaxV Ultra will be officially sold starting on the 21st, and the S9 MaxV Slim from the 23rd. Until February 28, they can be purchased at an average discount of 14% off the regular price, at 1.59 million KRW and 1.44 million KRW respectively for the standard versions.