'Miele Chairman: "Korea Is a Key Market in Asia" for German Premium Appliances'

126-Year Legacy of German Premium Appliance Brand Miele
"Realizing a Philosophy of Sustainability and Innovation"
"Korean Customers Have Discerning Taste, Feedback Is Essential"

German premium home appliance brand Miele is celebrating the 20th anniversary of its Korean subsidiary by presenting a lifestyle that reinterprets its unique philosophy of "Immer Besser" ("Forever Better") with a modern sensibility. Marcus Miele, co-chairman, emphasized, "Korea is a key market in Asia that will determine the future growth of Miele."

At the press conference marking the 20th anniversary of Miele Korea, held on October 22 at the Miele Experience Center in Gangnam-gu, Seoul, Marcus Miele stated, "Korean consumers possess discerning taste and a deep understanding of technology," adding, "The characteristics of Korean consumers align exactly with the values that Miele pursues today." He also highlighted the "uniqueness of Korea" by holding up the fountain pen he used to sign the documents when establishing Miele Korea 20 years ago.

Marcus Mille, co-chairman, is holding up the fountain pen he used on the documents when establishing Mille Korea at the press conference celebrating the 20th anniversary of Mille Korea, held on the 22nd at the Mille Experience Center in Gangnam-gu, Seoul. Photo by Jang Hee-jun

Co-chairman Miele presented three strategic pillars for continued growth: product innovation, market expansion, and sustainability. He said, "The fact that many companies are entering the premium segment where Miele is positioned means that the market is growing," and added, "Although Korea is not the largest market in our portfolio, it is extremely important because it is home to a customer base with exceptional taste."

Choi Moonseop, CEO of Miele Korea, emphasized that Miele has developed technology specifically for Korean customers. He explained, "Miele values customer feedback and has actively incorporated it to evolve our products. The 'Asian Basket' in our dishwashers, designed to thoroughly clean deep bowls such as rice bowls, is a result of our headquarters' development team reflecting the opinions of Korean customers."

Miele plans to continue pursuing its philosophy of "sustainable premium." CEO Choi stated, "If the past 20 years have been about challenges, learning, and meaningful growth, the next 20 years will be about realizing sustainable premium. Simply using Miele products, which are developed and tested based on a maximum durability of 20 years, for a long time can have a positive impact on the environment and embody sustainability itself."

Miele, a German premium home appliance brand founded in 1899, released a vacuum cleaner in its early days. Photo by Jang Heejun

When asked about intensifying competition in the "premium market" from Korean companies such as Samsung Electronics and LG Electronics, CEO Choi responded, "I actually see it as an opportunity for growth. As the market expands and consumers have more choices, it will also be a chance for Miele to get closer to customers."

Regarding what sets Miele apart, he confidently stated, "We consider ourselves our own competitors." He continued, "The average length of service for Miele engineers is 12 years. While it may take us a bit longer to reach out to customers compared to Korean companies, the satisfaction with our service, once delivered, is extremely high."

Co-chairman Miele also addressed Miele's strategy in response to the spread of artificial intelligence (AI) appliances, saying, "We are equipping and expanding AI features that reflect customer feedback," but also noted, "While AI technology is important, we must first consider what benefits it can provide to customers, rather than simply adding functions."

Choi Moonseop, CEO of Millet Korea, is answering questions at the press conference celebrating the 20th anniversary of Millet Korea, held on the 22nd at the Millet Experience Center in Gangnam-gu, Seoul. Photo by Jang Heejun

Starting today, Miele is hosting a four-day Brand Week event under the theme "With Miele, the Art of a Better Life." The company has created a special space that reinterprets Miele's 126-year history with a modern touch. The experience area is divided into three zones: the "Lifestyle Zone," which showcases the brand's history and philosophy; the "Kitchen Zone," which offers gourmet experiences in the Miele kitchen; and the "Oktoberfest Zone," where visitors can enjoy German culture and sensibilities. Visitors to the Miele Experience Center Gangnam can see everything from Miele's earliest products to its most innovative new releases in one place. The "Meteor" manual washing machine, first released in 1991 after Miele's founding in 1899, the washing machine equipped with an electric motor launched nine years later, and the latest model released this year are all on display together.

Recognized as a symbol of premium appliances, Miele pursues the philosophy of "making products to last for 20 years." It is known that Miele is the only company in the global home appliance industry to develop products based on a maximum durability cycle of 20 years and to keep key parts available for up to 15 years. CEO Choi highlighted Miele's value, saying, "Among the customers I have met, I have received feedback from those who have used their appliances for over 27 years without replacement."

A Miele Korea representative commented, "This 20th anniversary is a meaningful time to reflect on the trust Miele Korea has built in the Korean market. Through the Brand Week event, we hope visitors will experience Miele's products and spaces firsthand, and fully sense the lifestyle and 'Immer Besser' philosophy that the brand aspires to."

This content was produced with the assistance of AI translation services.