"Move Over, Samsung and Apple"... Xiaomi Abandons Value-for-Money to Invade Korean Market [China's Onslaught]

Korea Included as Initial Launch Country After Subsidiary Established Early This Year
Direct Challenge to the Samsung-Apple Duopoly
Accelerating Localization with Exclusive Service Centers and Store Expansion

On the 25th, the Xiaomi 15T Pro was displayed at the Xiaomi Store NC Eastpole Guui Branch in Gwangjin-gu, Seoul. 2025.9.25 Photo by Kang Jinhyung

On September 25, Chinese IT company Xiaomi officially unveiled its latest flagship smartphone, the "Xiaomi 15T Pro." Xiaomi, which has long been associated with value-for-money products, is now taking on the global market with a premium strategy. Notably, including South Korea as a first-wave launch country signals not just the release of a new product, but also Xiaomi's determination to directly challenge the domestic smartphone market dominated by Samsung and Apple. Industry analysts interpret this as Xiaomi using the Korean market as a testing ground for its global strategy, aiming both to enhance its brand image and to gauge consumer response.

At a press conference held at the Pullman Ambassador Seoul Eastpole in Gwangjin-gu, Seoul, Xiaomi introduced eight new products, including the global flagship smartphone "Xiaomi 15T Pro." For the first time since the launch of its Korean branch, "Xiaomi Korea," earlier this year, the company included Korea as a first-wave global launch country, underscoring its commitment to targeting the premium market.

The new products announced at the event include the 15T Pro, Xiaomi's first flagship mini tablet "Xiaomi Pad Mini," the "Xiaomi Openwear Stereo Pro" open-type earphones making their debut in Korea, the Xiaomi Watch S4 41mm, Xiaomi Smart Band 10 Glimmer Edition, two robot vacuum cleaners, and a smart camera, totaling eight products.

The flagship 15T Pro, the centerpiece of the lineup, features a 5x professional telephoto camera system developed in collaboration with renowned camera brand Leica. It will be released in Korea in two models: one with 12GB RAM and 256GB storage, and another with 12GB RAM and 512GB storage. The prices are set at 849,970 won (256GB) and 899,800 won (512GB), respectively. With its high-performance camera and enhanced display, Xiaomi aims to move beyond its value-for-money image and establish itself in the premium segment.

Building a robust service infrastructure is Xiaomi Korea's top priority in establishing itself in the Korean market. Xiaomi Korea announced plans to open an approximately 230-square-meter "Exclusive Service Center (ESC)" on Hangang-daero in Yongsan-gu, Seoul, in October. The new ESC is designed to handle both walk-in and courier repairs for all products, including not only smartphones but also home appliances such as robot vacuum cleaners.

The company is also actively expanding its offline network. On September 27, Xiaomi will open its second and third stores simultaneously near Guui Station and Magok Station in Seoul. These stores will allow customers to experience the full range of Xiaomi products in one place. Purchases over 15,000 won will qualify for free delivery, with a commitment to deliver within 48 hours in urban areas and within 72 hours in remote or island regions.

Johnny Woo, President of Xiaomi Korea, is attending the "Xiaomi Korea 2025 Second Half Press Conference" held on September 25 at the Pullman Ambassador Seoul Eastpole in Gwangjin-gu, Seoul, introducing new stores and service centers. 2025.9.25 Photo by Kang Jinhyung

Johnny Woo, President of Xiaomi Korea, stated, "We have been striving to fulfill our promise to meet the expectations of Korean consumers, and the opening of our second and third stores, along with the planned establishment of the Exclusive Service Center, are proof of Xiaomi Korea's efforts." He added, "We will continue to broaden the choices available to Korean consumers by offering high-quality products at reasonable prices, and we will keep innovating to ensure that customers feel trust in our brand throughout their entire experience with Xiaomi products."

Xiaomi's market share in Korea remains very low. According to StatCounter data from August 2025, Xiaomi's share of the domestic smartphone market is just 0.82%. Samsung maintains a dominant position with about 68.39%, while Apple holds 21.86%. The significant gap in market share highlights the challenging nature of Xiaomi's push in Korea.

However, the situation is different in the global market. According to market research firm IDC, Xiaomi achieved a 14.4% share of global smartphone shipments in the second quarter of this year, closely trailing Apple at 15.7%. Xiaomi's global monthly active users (MAU) number around 685.8 million, and approximately 861.4 million smart devices are connected to the Xiaomi platform.

Industry observers view this announcement as a strategic move targeting the Korean market. Korea is known for its high proportion of IT early adopters and the strong influence of product reviews and evaluations, making local reactions to new products likely to impact Xiaomi's global brand image. This suggests a deliberate strategy by Xiaomi to use Korea not just as a sales market, but as a stage for validating its brand value.

An industry official commented, "Xiaomi's choice of Korea as a strategic base reflects the high domestic preference for high-performance, high-priced products and the market's sensitivity to IT trends. The company's efforts to strengthen infrastructure, such as service centers, appear to be an attempt to match the 'accessibility' that has been a key strength of Samsung Galaxy." However, he added, "While more players may affect the competitive landscape, Galaxy has maintained its edge through proactive technological innovation, and Apple has secured loyal customers with its brand power, so their dominance is likely to continue."