Korea's robot vacuum market has entered maturity, expanding from about 200 billion won in 2021 to 1 trillion won this year. As core capabilities such as suction power and auto-wash have been leveled up across Korean and Chinese makers, the battleground is shifting from simple specs to after-sales service (AS) and security.
According to industry sources on the 9th, Chinese appliance brands including Roborock, Dreame and Ecovacs are staking everything on easing distrust over AS, a chronic weakness of foreign brands. Roborock, No. 1 by market share in Korea's robot vacuum market, has followed a five-year free quality warranty by moving its AS center opening time up to 8 a.m. and launching on-site repairs. A Roborock official said, "There has been continued positive feedback that customer convenience has improved regarding on-site repairs, which we have been expanding sequentially in recent months."
Ecovacs and Dreame are also taking an aggressive tack. Ecovacs recently rolled out an integrated care policy, "CareBot," deploying about 90 service centers nationwide and professional engineers, as it moves to dramatically expand its service network. Dreame likewise became one of the first among Chinese manufacturers to transfer Korean users' data to Korea to boost security trust, while expanding share with a focus on premium lines such as direct-drain models. According to market researcher IDC, the top three companies by global robot vacuum share last year were all Chinese, underscoring the intensity of their momentum.
Dyson, a British premium appliance brand that recently entered the Korean robot vacuum market, is pushing both technology and price offensives. Its newly launched "Spot & Scrub Ai" highlights contamination detection and customized wet cleaning, and through a "New Season Deal" promotion the company has implemented price cuts worth up to 500,000 won, joining the battle for market share.
Samsung Electronics and LG Electronics are countering by emphasizing security and hygiene. Samsung Electronics has equipped the 2026 Bespoke AI Steam with Qualcomm's next-generation industrial processor DragonWing and a physical security chip, Trusted Platform Module (TPM) Knox Vault. Knox Vault stores sensitive data such as passwords and authentication information in separate hardware isolated from the main processor, fundamentally blocking external hacking attempts. Building on this, Samsung Electronics has obtained five security certifications at home and abroad, including the highest grade for Internet of Things (IoT) security certification, bolstering its premium image.
The technical completeness is also seen as rising. Bespoke AI Steam introduced Korea's first mop steam sterilization to solve bacterial growth issues and, with AI-based object recognition, detects even transparent liquid contaminants. According to price comparison service DANAWA, by transaction value last month the Samsung Electronics Bespoke AI Steam model ranked second after Roborock. A Samsung Electronics official said, "We expect meaningful results once the full Bespoke AI Steam lineup is in place this year."
LG Electronics is seeking performance optimization by expanding the application of its self-designed, appliance-dedicated AI chip, DQ-C2, to robot vacuums. However, new product launches such as the Hidden Station unveiled last year have been somewhat delayed due to software optimization and other reasons, with the company now in the final stages aiming for a release within the first half of the year. Leveraging the 2 trillion won milestone in appliance subscription revenue, it is filling the gap by securing value-focused share through a subscription model that combines consumables management and professional care.
An appliance industry official said, "It is no longer easy to differentiate in the robot vacuum market with just suction power or driving method," adding, "With Chinese makers holding firm control, Korean companies emphasizing hygiene are set to mount a close chase starting with the April moving and newlywed season."