LG and Samsung aim at Europe with built-in kitchen appliances

LG Electronics Signature Kitchen Suite Showroom at Milan Design Week Exhibition [LG Electronics]

LG Electronics and Samsung Electronics have announced the latest integrated home appliances for the European market, a region dominated by Miele, Bosch and Siemens.

The Korean electronics manufacturer exhibited AI-powered refrigerators, induction cooktops, and dishwashers at the Milan Design Week exhibition, which runs until April 21.

Visitors browse the Samsung Electronics booth at the Milan Design Week exhibition. [Samsung Electronics]

Despite having high market shares in North America and Asian countries, these two technology giants lag behind in Europe.

LG Electronics President Ryu Jae-cheol has set a sales target of 1 trillion won ($723 million) in the global market by 2027, vowing to focus on key retail channels in France, Italy and Spain.

At a press event held on the sidelines of the trade show, Ryu said, “We will turn the embedded equipment business into a new driving force and aim for sales of over 1 trillion won in three years.''

The president named Haier, a low-cost Chinese manufacturer that is trying to develop a business strategy similar to that of South Korean companies, as his first choice.

He said, “The company I'm looking at is Haier, which has set up a booth right next to ours. They are following in the footsteps of LG and increasing their competitiveness.”

LG's built-in portfolio is centered around the Signature Kitchen Suite brand aimed at high-end consumers.

The exhibition booth displayed an under-counter drawer refrigerator created in collaboration with Spanish architect Patricia Urquiola.

In another collaboration, Dutch furniture maker Moooi joined in the production of air purifiers.

Samsung Electronics' AI-equipped refrigerator will be exhibited at the Milan Design Week exhibition. [SAMSUNG ELECTRONICS]

Samsung has also set up several experience zones featuring new refrigerators and other kitchen appliances with larger displays and AI-enabled features.

The Bespoke AI Family Hub has a 32-inch touch screen that allows you to stream content and view recipes from the Samsung Food app.

The refrigerator's built-in camera can also detect and track the import and export of food items and notify users when their “best before” date is approaching.

Written by Park Eun Ji [park.eunjee@joongang.co.kr]