China’s Ambition Driven by Robot Vacuums... Korea and China Face Off in Europe [IFA 2025]

China, the Powerhouse of Robot Vacuums, Unveils a Slew of New Products
LG Takes On the Challenge with Discreet, Space-Saving Innovations
China Bets on Mini LED, While Samsung Counters with RGB TV

'IFA 2025', Europe's largest home appliance exhibition, will open on September 5 (local time) in Berlin, Germany. Celebrating its 101st anniversary this year, the exhibition will feature more than 1,800 companies and organizations from 138 countries, running for five days. The theme is "Imagine the future," and the event is expected to showcase not only home appliances such as TVs and robot vacuum cleaners, but also future lifestyle technologies including humanoid robots, beauty, and mobility innovations.

Korea and China Face Off in TV and Robot Vacuum Cleaner Technologies

The main highlight of this year's IFA is the technological competition between Korea and China. In the TV sector, Samsung Electronics will unveil the world's first "Micro RGB TV," while Chinese companies Hisense and TCL will introduce RGB Mini LED TVs. Samsung emphasizes its ultra-small RGB LED chips, each less than 100 micrometers in size, and its artificial intelligence (AI)-powered image analysis and adjustment functions. Chinese companies are responding with product lines that combine local dimming technology and AI solutions. Sony from Japan is also set to reveal an RGB LED TV, raising the possibility of a three-way competition among Korea, China, and Japan.

The robot vacuum cleaner market is considered a "hot item." Samsung and LG will each introduce new models: Samsung with the automatic direct water supply and drainage "Bespoke AI Steam," and LG with the built-in "Hidden Station" and the freestanding "Objet Station." Samsung's model features an RGB camera and IR LED sensor, enabling it to detect both colored and transparent liquids, while LG highlights its air pressure-based wastewater discharge system and concealed built-in design. However, the global market is currently led by the so-called "three leaders" of Chinese robot vacuum cleaners: Roborock (19.3%), Ecovacs (13.6%), and Dreame (11.3%). According to market research firm IDC, three out of the top four global market share holders in the first quarter of this year were Chinese companies, and in the Korean market, their combined share exceeded 60%. These companies will unveil a wide range of new products and robotics showcases at the exhibition, including devices for floor, window, and lawn care.

Europe-Focused Strategies: AI and Energy Efficiency

Popup store commemorating the launch of Roborock's new product Saros Z70 held in June this year at Shinsegae Department Store Gangnam Branch Open Stage. Photo by Yonhap News

Europe is a major market for high-efficiency appliances due to electricity supply issues and high electricity prices. In response, global companies are adopting strategies that combine energy efficiency with AI technology. Samsung Electronics will introduce the "Infinite Line Hood-Integrated Induction Cooktop," which features a large turbo slim fan and meets the European A++ energy efficiency standard. LG Electronics will showcase 25 new products, including refrigerators and washing machines designed with energy efficiency in mind. Both companies will present AI-based "AI Home" solutions, offering lifestyle scenarios that include electricity bill reduction. German premium appliance manufacturer Miele is also joining the trend by unveiling AI-based smart cooking solutions.

Chinese companies will participate in this year's IFA at their largest scale ever. This shift is attributed to difficulties in expanding their share in the U.S. market, prompting a focus on Europe. Hisense and TCL will compete head-to-head with Korean companies in TVs, while Roborock, Ecovacs, and Dreame will do the same in robot vacuum cleaners. Notably, Roborock CEO Richard Kwon and Ecovacs CEO David Chen will take the stage as speakers. In this way, IFA 2025 serves as a condensed showcase of the global battle for dominance in the home appliance market. An industry official commented, "Europe is the main battleground for global premium appliances," adding, "Differentiation through AI technology and customized customer experiences will be key to countering China's aggressive low-price strategy."