South Korean tech giants like Samsung Electronics and LG Electronics need a clear long-term vision in the global market as they face fierce competition from rising Chinese rivals, according to the head of Europe's largest tech show.
Leif Lindner, CEO of IFA, said on June 18 that South Korean companies risk losing market trust if they alter or phase out their home appliance lineups purely based on short-term profitability. He stressed that building a sustainable business in the European market requires a patient, long-term approach.
Lindner brings a deep understanding of South Korean corporate culture to his current role, having previously served as a vice president at Samsung Electronics and spending more than 15 years at Samsung Electronics Germany until 2019. While he acknowledged that Korean tech companies are highly skilled at driving profitability and excel at swift decision-making, he noted that the European market--now rapidly shifting toward built-in appliances and smart home ecosystems--demands greater resilience. In essence, companies need to give themselves enough time to adapt to these shifting market dynamics.
Despite China's rapidly expanding presence fueled by fast-paced innovation, Lindner emphasized that Samsung and LG remain at the forefront of innovation in the home appliance sector. He urged the companies to bring their premium products to the forefront and maximize consumer touchpoints to boost visibility. Given that consumers in Europe have the purchasing power to match these premium, innovative products, he suggested that marketing strategies should be scaled up accordingly.
Reflecting broader shifts in consumer tech, IFA is expanding its programming this year around core themes such as AI-driven lifestyles, next-generation smart home technology, sustainability, digital health, content creation, and consumer tech experiences. The trade show is also broadening its target audience to include industries such as retail, lifestyle, marketing, gaming, and logistics--signaling its evolution from a traditional appliance show into a comprehensive tech exhibition.
Lindner highlighted South Korea's enduring status as one of the world's leading innovation hubs, shaping the future of consumer technology in areas including AI-powered appliances, connected devices, semiconductors, displays, and smart living solutions. He described IFA's role as providing a global platform to connect these breakthroughs with international consumers, retailers, and business partners.
He also pointed to the growing importance of the South Korea-EU Digital Trade Agreement and the broader economic partnership between the two regions. These regulatory and institutional developments are expected to lower barriers to digital commerce, technical cooperation, and market entry, helping South Korean companies expand their footprint and strengthen retail partnerships in Europe.
IFA 2026 is scheduled to take place in Berlin, Germany, from September 4 to 8, with official events set to begin on September 2.
