Samsung Offers 'AI Living' via TV & Mobile
Supports Content Viewing and Health Management
LG Puts 'Actionable AI' Front and Center
Connects Home Hubs and Energy Systems
China's Haier, Xiaomi, and Midea Target Europe
Deploys 'Full-Lineup Strategy' Across Categories
South Korean and Chinese home appliance companies are going head-to-head in the European market, deploying “Intelligent AI Home” and “Full-Lineup” strategies, respectively. As South Korean and Chinese firms begin reshaping the home appliance market landscape, IFA 2026, which opens on September 4 (local time) in Berlin, Germany, is expected to serve as the first testbed for their European strategies.
At IFA 2026, Samsung Electronics Co., Ltd. and LG Electronics Inc. will intensively highlight how AI changes daily life and makes it more convenient through “AI Home,” which integrates AI appliances, smartphones, energy, and various services into one. Chinese companies such as Haier Group and Midea Group will feature a full-lineup strategy spanning refrigerators, washing machines, electric vehicles, and robots.
Prior to the official opening, Samsung Electronics set up an exhibition hall at Humboldt Carre in downtown Berlin and brought “AI Living” to the forefront. Going beyond the AI home that connects appliances, Samsung presented an AI lifestyle experience that supports content viewing and health management through TVs, mobile devices, and wearables.
LG Electronics will showcases an “Actionable AI” home at its Messe Berlin exhibition hall that understands user living patterns and performs necessary functions in advance. LG implements a connected experience tailored to living spaces and lifestyles by linking AI appliances, home hubs, and energy management systems.
China's Haier and Midea will put forward full lineups encompassing refrigerators, washing machines, and kitchen appliances. Their goal is to occupy the entire living space of European households by expanding their product ranges from major appliances to small appliances and mobility.
Xiaomi Corp., participating in IFA for the first time, is taking the same approach. Xu Fei, chief marketing officer at Xiaomi, stated at a pre-event press conference, “Our capabilities, which expanded from smartphones into smart homes and electric vehicles, are connecting into a 'Human x Car x Home' ecosystem,” adding, “Starting with our participation in IFA 2026, we plan to target the global market on a massive scale.”
Xiaomi also announced global launch plans for “Mijia.” Mijia is Xiaomi's smart home brand, featuring over 130 product categories and more than 2,000 types of products. This marks a declaration of a complete transformation into a comprehensive home appliance company.
In addition, Dreame, which grew through robot vacuum cleaners, will significantly expand its scope at IFA 2026 into TVs, kitchen and home appliances, and lawn care products.
An official from the home appliance industry analyzed, “While Chinese home appliance companies previously penetrated niche European markets based on price competitiveness, they are now trying to change the market landscape itself through appliances, smartphones, electric vehicles, and robots.”
Chinese home appliance companies showcasing their largest-ever lineup of humanoid products at IFA 2026 is part of the exact same strategy.
IFA 2026 will run for five days through September 8 under the theme “The Future is Now,” with over 1,900 companies and brands from 49 countries participating to showcase advanced technologies and services.
