Samsung Bets Big on 'AI Home', LG on 'Customization' in Bid for European Market [IFA 2025]

On September 5 (local time), Samsung Electronics and LG Electronics unveiled their strategies to target the European market at the Internationale Funkausstellung (IFA) 2025, Europe's largest home appliance exhibition, which opened in Berlin, Germany. Samsung Electronics announced its AI Home strategy, setting a goal to deploy 1 billion AI-powered home appliances, while LG Electronics declared its intention to double its sales in the European market within five years. As the United States, the world's largest market, raises tariff barriers, domestic home appliance companies are now staking their future on the European market. This exhibition features over 1,800 companies from 138 countries, showcasing products that emphasize AI and energy efficiency.

Ryu Jaecheol, President and Head of the Home Solutions Business Division at LG Electronics, said at a press conference held on September 4 at the IFA 2025 venue, "With a customized strategy that reflects the needs of European customers, we will double our sales and become the undisputed number one brand." LG plans to expand both sales volume and profitability by making B2B (business-to-business), D2C (direct-to-consumer), and software and service businesses new growth pillars. The company aims to increase its sales in the European built-in appliance market by more than tenfold by 2030 and to strengthen its dedicated organization.

Samsung Electronics unveiled its 'AI Home' strategy, spearheaded by AI-powered home appliances. Kim Cheolki, Executive Vice President and Head of the Digital Appliances (DA) Division at Samsung Electronics, stated locally on the same day, "Within the next three years, 1 billion Samsung AI devices will be present in households worldwide," presenting a vision for AI-based lifestyle innovation. Samsung introduced new high-efficiency products, including refrigerators, washing machines, and air conditioners that can reduce energy consumption by up to 70 percent, as well as new products such as the Bespoke AI robot vacuum cleaner and Micro RGB TV.

Europe, along with North America, is considered one of the world's largest premium home appliance markets, and competition in the local market is expected to intensify. Chinese companies are accelerating their push into the European market with mini LED TVs and next-generation robot vacuum cleaners. Companies such as Hisense and TCL have launched new TV models equipped with RGB local dimming technology and mini LED displays. Roborock and Ecovacs have also expanded their product lines beyond floor cleaning to include multifunctional robot vacuum cleaners capable of cleaning windows and managing lawns, thereby broadening their reach across various aspects of daily life.

Dyson did not participate in the main IFA exhibition but instead held an exclusive event in downtown Berlin, unveiling 11 new products across various categories, including vacuum cleaners, air purifiers, and beauty devices. According to global market research firm Statista, the European home appliance market is estimated to be worth approximately 150 trillion won this year and is projected to grow at an average annual rate of 4.1 percent through 2030.

Ryu Jaecheol, Head of LG Electronics Home Solutions Business Division, is explaining 'LG AI Home,' where the AI home hub 'ThinQ On' and home appliances connect to upgrade customers' daily lives at the LG Electronics booth at IFA 2025. LG Electronics