[Berlin = E-Daily Reporter JAEMIN SONG ] Chinese home appliance and information technology (IT) companies are challenging Korean firms at “IFA 2026,” Europe’s largest home appliance trade show, by showcasing an artificial intelligence (AI) ecosystem that spans smartphones, home appliances, automobiles, and robots. SamsungElectronics and LGELECTRONICS are each promoting “AI Living” and “AI Home,” respectively, in an effort to maintain their leadership in the European market.

According to industry sources on the 3rd, IFA 2026 will open on the 4th (local time) in Berlin, Germany, and run through the 8th. Under the theme “The Future Is Now,” more than 1,900 companies and brands from 49 countries will participate to showcase AI home appliances, humanoid robots, smart glasses, and wearables.

This year, 932 Chinese companies have registered to participate, accounting for nearly half of all exhibitors. This marks the largest number on record, an increase of about 200 compared to last year. Beyond traditional TVs and robot vacuums, these companies are expanding their product lines to include home appliances, smart home devices, and humanoid robots as they seek to penetrate the European market.

Xiaomi Unveils 380 Models… China’s Push Extends from TVs to Cars and Robots

Xiaomi, participating in IFA for the first time this year, is at the forefront of China’s offensive. Xiaomi will showcase approximately 380 products—including smartphones, home appliances, and electric vehicles—in its largest-ever exhibition hall, spanning over 3,300 square meters. The company will focus on demonstrating how these products connect within a single ecosystem centered on “people × cars × homes.”

The number of devices connected to Xiaomi’s consumer AIoT platform exceeds 1.16 billion worldwide. MiJia, a smart home brand with over 2,000 products across more than 130 product lines, is also making its grand debut in Europe. The strategy is not to limit sales to inexpensive individual items but to encourage customers to use multiple products together, thereby keeping them locked into the company’s platform.

TCL and Hisense are also focusing on shedding their existing image as mere TV manufacturers. TCL will showcase a futuristic living space that combines Mini LED TVs, mobile devices, and smart glasses with air conditioners and washing machines. Hisense will unveil the “AI Companion Suite,” which integrates TVs with home appliances. Companies such as Bolak, Ecovacs, and Dreami are also expanding their smart home product lines beyond robot vacuums.

China’s reach is also expanding into physical AI. A large number of Chinese robotics companies—including Unitree, Agibot, Engine AI, Dobot, and Deep Robotics—are participating in “IFA Next,” an exhibition of future technologies. “Robots on the Runway,” where humanoids and quadruped robots walk and dance, is also being held for the first time this year.

China already accounts for an overwhelming share of the humanoid robot supply chain. According to Bank of America (BofA), Chinese companies accounted for 95% of the approximately 20,000 humanoid robots shipped worldwide last year. The Chinese government expects production to exceed 100,000 units this year.

Samsung and LG Corp. Enhance AI Home Connectivity and Execution Capabilities

SamsungElectronics has set up an exhibition hall at the Humboldt-Karree in downtown Berlin instead of Messe Berlin, where it will showcase “AI Living,” a connected ecosystem of TVs, home appliances, mobile devices, and wearables. The scope of AI has been expanded from household chores to leisure and health management—for example, refrigerators manage ingredients and energy consumption, while TVs recommend personalized content. Rather than a large-scale exhibition for the general public, the focus is on demonstrating real-world usage scenarios to European retailers and business-to-business (B2B) customers.

LGELECTRONICS has set up a 3,745-square-meter exhibition hall in Hall 18 at Messe Berlin to unveil an ecosystem encompassing AI home appliances, the AI home hub “ThinQ On,” and the AI home platform “ThinQ.” The company is showcasing a total of over 150 key products, with 46% of the total exhibition area dedicated to B2B consultation spaces.

“ThinQ Clo,” built into “ThinQ On,” analyzes users’ lifestyle patterns and situations to proactively suggest and execute necessary functions. The company will also showcase “ThinQ Pro,” which integrates the management of home appliances, heating, ventilation, and air conditioning (HVAC), and energy equipment in commercial spaces. The company will also demonstrate how the “Homi” smart home platform connects home appliances, HVAC systems, solar power, and energy storage systems (ESS) to manage energy flow within the home.

At the entrance to the exhibition hall, the home robot “LG Cloid” will lead the “LG AI Orchestra,” which coordinates home appliances, TVs, and HVAC products. Rather than having Cloid directly demonstrate household chores, this setup symbolically illustrates the future of the “Zero Labor Home,” where products, spaces, and services are interconnected to reduce the burden of housework.

An official from the home appliance industry stated, “Chinese companies are rapidly expanding beyond price competitiveness to include product lines, AI, and robotics technology,” adding, “Korean companies must differentiate themselves through the sophistication of device connectivity, high efficiency, and user experiences that are tangible in everyday life.”