"Eight to nine years ago, a significant share of innovation in the global home appliance market came from Korea. Samsung Electronics and LG Electronics are still top-tier innovation corporations. But now Chinese corporations like Hisense, TCL, and Xiaomi are also actively showing the global market that they are innovators. Korean corporations need to explain more clearly to consumers 'why they should buy this product.'"
Leif Lindner, CEO of IFA Management, said this at the IFA 2026 Korea press briefing held on the 18th at Coex in Gangnam District, Seoul. As Chinese corporations expand their presence in the global home appliance market beyond price competitiveness with product innovation and aggressive marketing, he said it is not enough for Korean corporations to rely only on technological prowess and brand recognition. He said Korean home appliance corporations must more actively show what value their products bring to consumers' lives if they are not to be pushed aside by China.
IFA is Europe's largest home appliance and IT trade show, held every September in Berlin, Germany, since 1924. Along with the Consumer Electronics Show (CES) in the United States and Mobile World Congress (MWC) in Spain, it is considered one of the world's three major IT exhibitions. IFA 2026 will be held from Sept. 4 to 8 (local time).
CEO Lindner emphasized that IFA can be a platform to boost the global visibility of Korean corporations. "The country communicating most actively with IFA right now, after China, is Korea," he said, adding, "We see the confidence and capabilities of Korean corporations that they will not yield the way to Chinese corporations." He added, "IFA is not just an exhibition; it is a platform where distributors, retailers, media, consumers, and investors meet in one place," saying, "It will offer Korean corporations opportunities to meet partners in the global market and turn them into actual transactions."
CEO Lindner took office as CEO of IFA Management in Oct. 2023. He has worked in the exhibition and home appliance industry for more than 25 years and has experience overseeing the home appliance and consumer electronics institutional sector at the German unit of Samsung Electronics.
◇ "Consumers are becoming more rational… the reason to buy must be clear"
CEO Lindner assessed that global consumers have recently become more cautious about purchasing products. He believes it is no longer easy to boost a product's appeal simply by adding artificial intelligence (AI), automation, energy savings, or premium features. "Consumers now look more closely at what they get in return when they buy a product, so corporations must clearly present tangible utility," he said. "Corporations that show what new features mean in real life and why consumers should buy this product now will succeed going forward," he said.
He said the European market is also changing in line with this trend. "In Europe, there is a trend of consumers trying to cut spending due to energy prices and the cost of living burden," CEO Lindner said. "Major appliances are under pressure due to a decline in new dwellings construction, and TVs have shifted to a replacement-demand-centered market," he explained.
Reflecting these market changes, IFA 2026 will expand its programs around ▲ AI-based lifestyle ▲ next-generation smart home ▲ sustainability ▲ digital health ▲ content creation ▲ consumer tech experience.
A variety of events showcasing the latest technologies will also be held. In addition to a robot runway and RoboCup, new additions include indie games, a mobility track, a beauty hub, outdoor cooking and gardening, and a smart living forum. CEO Lindner said, "IFA's role is to connect product launches and demos, industry agenda setting, and distribution networks in one space."
CEO Lindner said IFA could be a catalyst for spreading the home appliance subscription model that is widely used in Korea. "In Europe, marketing still often focuses on cashbacks or price discounts, which can diminish the value of products and distribution," he said. "Korea's subscription model is a good example in that it focuses on the user experience and accessibility rather than price itself," he said. He added, "It will take time for Europe to adopt this, but Korea has shown that it can build a market with a subscription model."
◇ "IFA is an exhibition where transactions happen"… retail network stressed
CEO Lindner cited the retail network as the aspect that differentiates IFA from CES and MWC. Major distributors and retailers from about 100 countries around the world take part in IFA. Before the event opens, a retail summit is also held, inviting key retailers and industry figures.
"IFA is not just a place to look at products; it is an exhibition where actual sales and transactions happen," CEO Lindner said. "There are concrete discussions about what kind of distribution network is needed to deliver products within 24 hours in a market the size of 1.3 billion people like India, how to meet sustainability standards, and how to use Generative AI in retail," he said.
The scale of participation by Korean corporations is also expected to expand. "We expect about 120 to 140 Korean corporations to participate in IFA this year," CEO Lindner said. "Korea is leading the future of global consumer tech in AI home appliances, connected devices, semiconductors, displays, and smart living technologies," he said.
He also saw the Korea-EU digital trade agreement as a factor that could have a positive effect on the European expansion of Korean corporations. Concluded in Mar. last year by Korea and the EU, the agreement aims to reduce the online trade burden on corporations on both sides by establishing rules related to digital transactions and data flows. "It is creating positive pressure for Korean corporations not to yield the way to Chinese corporations," CEO Lindner said, adding, "Changes in the digital trade environment will also help Korean corporations strengthen distribution partnerships in Europe."