Samsung Electronics and LG Electronics are showcasing their latest innovations at the Appliance and Electronics World Expo 2025, currently taking place at the Shanghai New International Expo Center. The event, running until Sunday, is regarded as one of the world's premier consumer electronics exhibitions, along with the US CES and Germany's IFA. This year's expo features approximately 1,000 companies and is anticipated to attract over 360,000 visitors.
Samsung has established a significant presence at the expo, with a 1,512-square-meter exhibition area dedicated to its vision of "AI for All". Among the featured products is the new Bespoke AI hybrid refrigerator, which incorporates a 9-inch interactive screen, enhancing user experience through AI technology. Additionally, the company is displaying the Bespoke AI combo washer-dryer, equipped with a 7-inch display to streamline laundry tasks.
Another highlight from Samsung is the kitchen fit max refrigerator, designed specifically for Chinese households. This appliance boasts a compact depth of just 600 mm while providing a substantial 501-liter storage capacity. Samsung is also promoting its Bespoke washing machine, which utilizes Space Max technology to minimize the width to 550 mm, allowing for a generous 12 kg load capacity. Other notable innovations include the Bespoke air dresser clothing care system, alongside the Bespoke AI steam, which is an advanced floor-cleaning solution.
In contrast, LG Electronics has set up a 1,104-square-meter exhibition space, themed "Affectionate Intelligence for Diverse Lifestyles." This area showcases LG's commitment to AI-driven home technology, featuring the LG ThinQ On home hub that can recognize user speech, actions, and environmental factors to manage connected devices seamlessly. Sensors throughout the home enable the hub to deliver an integrated AI experience.
Visitors to LG's pavilion can interact with a variety of AI-enhanced home appliances, such as washing machines powered by AI DD motors that automatically adjust washing cycles based on the fabric weight and type. Air conditioners equipped with smart sensors analyze room conditions to optimize temperature settings for maximum comfort.
With growing awareness of environmental concerns and rising living costs, LG is unveiling high-efficiency premium appliances tailored for diverse lifestyles. The exhibition provides glimpses into varying home setups like the premium home for families, the brilliant home for newlyweds, the comfortable home for senior couples, and the pet-loving home designed for single individuals with furry companions.
Arrow Home Group, a Chinese home furnishings manufacturer, has been making strides in expanding internationally, leveraging advancements in smart technology to meet consumer demands in global markets, including the United States, Europe, and Southeast Asia. The company's diverse product range includes smart toilets, high-end ceramic bathroom accessories, and customized whole-house furniture.
The smart toilet market, valued at $9.57 billion in 2023, is projected to grow at a compound annual growth rate (CAGR) of 12.6% through 2030, according to Grand View Research. As hygiene awareness increases, Arrow is carving out a niche in this lucrative market, featuring toilets with ergonomic designs, heated seats, and automatic flushing systems.
Xie Wei, the vice-president of Arrow Home Group, shared, "As a Chinese home brand, Arrow has built a strong foundation in the domestic market through superior quality, innovative design, and cutting-edge technology. Now, we are venturing into international markets with the vision of 'China Smart Manufacturing' — not only to bring reliable and user-friendly products to global consumers but also to showcase China's strength in intelligent and technology-driven home solutions."
To remain competitive, Arrow utilizes a dual-track strategy, focusing on global research and development while also fostering local innovation. The company operates eight global research centers dedicated to standardization and pioneering technologies like IoT. Concurrently, local teams adapt products to align with regional preferences, enhancing moisture-proof and anti-mold features for the humid climates in Southeast Asia, and prioritizing energy-saving designs for the European market.
Vietnam is a key territory in Arrow's global expansion plan, with new housing demand projected to surpass 800,000 units by 2025. In February 2025, Arrow launched its first flagship store in Ho Chi Minh City, covering 1,000 square meters. During the store opening, Arrow revealed its latest smart bathroom products, including the H2 ergonomic smart wall-hung toilet and the X7 ZOOM intelligent toilet appropriate for the local market. Xie noted, "Our research shows that Vietnamese consumers prioritize ergonomic comfort and smart usability in bathroom products."
While Arrow is scaling its international presence, the company is closely monitoring developments in China's domestic furnishings market, which is facing a transformation due to the slowdown in new home sales and an uptick in renovation projects. With estimates indicating that China’s renovation market will reach over 700 billion yuan (approximately $96.7 billion) by 2025, Arrow aims to tap into this growth potential through its Smart Home Renewal 3.0 service. This service offers comprehensive solutions from design to installation and after-sales support, minimizing disruption during home renovations.
Zhu Jun, vice-president of the China Household Electrical Appliances Association, pointed out that despite challenges in the real estate sector, there is optimism for market improvement driven by government initiatives to boost consumption, including a trade-in program for consumer goods. In 2023, China's production of smart toilets increased by 8.2% year-on-year, reaching over 12.65 million units, further establishing China as the leading global manufacturer of smart toilets with a 69% market share.
