IFA: Samsung and LG Must Focus on Long-Term Growth in European Market

As China's home appliance sector experiences rapid growth, experts suggest that South Korean giants Samsung Electronics and LG Electronics should adopt a long-term strategy to penetrate the European market.

Ralf Lindner, CEO of IFA, emphasized during a media briefing at COEX in Gangnam, Seoul, on June 18, that "Samsung and LG are among the top innovators in global home appliances." He noted that competition has intensified with the recent introduction of innovative products by Chinese companies, stating that businesses in the European market must take a long-term approach.

IFA, held annually in Berlin every September, is recognized as one of the world's three major consumer electronics and IT exhibitions, alongside CES in Las Vegas and MWC in Barcelona. IFA 2026 will take place from September 4 to 8, with official media events starting on September 2.

Lindner, who previously served as a vice president at Samsung Electronics and worked for over 15 years at Samsung's German subsidiary until 2019, remarked, "While Chinese products are entering the market rapidly with innovation, Samsung and LG continue to maintain their position at the forefront of innovation in the home appliance sector." He added that as competition intensifies, companies must actively promote their products and increase consumer engagement.

He also highlighted that South Korea remains one of the most important innovation markets globally, stating, "From AI appliances and connected devices to semiconductors, displays, and smart living technologies, Korean brands are leading the future of global consumer tech."

This year, IFA plans to expand its focus on AI-driven lifestyles, next-generation smart home technologies, sustainability, digital health, content creation, and consumer tech experiences. The event aims to broaden its target audience across various industries, including retail, lifestyle, marketing, gaming, and logistics, aspiring to transform into a global tech exhibition that changes how people live, work, and consume entertainment.

Robotics will be a major highlight this year. Lindner announced plans for a new exhibition format called "Robots on the Runway," featuring humanoid robots instead of models, with around 20 humanoid robots expected to participate.

The importance of the Korea-EU digital trade agreement and extensive economic cooperation between the two regions was also underscored. Institutional advancements are anticipated to lower barriers to digital commerce, facilitate technology collaboration, and strengthen partnerships for Korean companies entering the European market.