Korean Firms Re-enter Robot Vacuum Market with Security Focus... Samsung to Launch New Model in February

Samsung Set for February Launch
LG Targeting December Release
Will They Address 'Security Concerns'?

During the year-end and New Year season, domestic home appliance companies are launching new robot vacuum cleaners one after another to compete against Chinese manufacturers. Amid security concerns over Chinese-made products, Korean companies plan to re-enter the market by emphasizing enhanced security features.

According to the home appliance industry on November 14, Samsung Electronics and LG Electronics have each confirmed the release of new products for February next year and December this year, respectively, accelerating the competition in robot vacuum cleaners during the holiday season.

Recently, as overseas brands have expanded their presence in the mid- to low-priced market, domestic companies are seeking to regain balance through premiumization strategies. Industry insiders have noted that while demand for robot vacuum cleaners has grown significantly, the proliferation of competitively priced Chinese products has weakened the presence of Korean firms. Although domestic companies have maintained their market share with high-end lineups, Chinese products with comparable real-world performance have quickly caught up, making it difficult to defend demand based on brand recognition alone.

In response, Samsung Electronics and LG Electronics are moving to recover their position in the premium market by highlighting differentiated technologies such as enhanced security and steam sterilization features. In particular, they intend to strengthen the "reliable premium" image by combining features and security, rather than competing solely on price.

Samsung Electronics unveiled a prototype of the Bespoke AI Jet Bot Steam Ultra at IFA 2025 in Berlin, Germany, in September. This model, which features a 100-degree steam-based sterilization function and a pop-out combo function that directly wipes dust from corners, demonstrates the company's premium-focused strategy. Samsung Electronics plans to expand its premium image, built through existing home appliances such as cordless vacuum cleaners and air purifiers, to robot vacuum cleaners, aiming to capture demand for a comprehensive "home cleaning" package that covers the entire living room.

LG Electronics showcased its Hidden Station and freestanding Objet Station at IFA. Both the main unit and the station are equipped with steam functions, enhancing both cleaning performance and hygiene management. Industry analysts note that the steam function is becoming a key competitive factor for next-generation robot vacuum cleaners. Both companies are combining high-temperature steam and automatic management functions with dust suction and mopping capabilities, pursuing a strategy to shift consumer perception to "self-managing appliances."

From September 5 to 9 (local time), at the Samsung Electronics exhibition hall in Berlin, Germany, where 'IFA 2025' is being held, a Samsung Electronics model is introducing the Bespoke AI Steam. Samsung Electronics.

As Chinese companies rapidly expand their presence in the Korean market, the performance of high-end product lines from domestic firms has stagnated. This year, the combined market share of Samsung Electronics and LG Electronics in the high-end segment is in the mid-20% range, significantly lagging behind Chinese companies, which account for nearly 70%. In the mid- to low-priced market, the share of Chinese brands has already increased substantially, making it a top priority for domestic companies to defend the relatively more profitable premium segment.

However, ongoing security concerns over Chinese-made products suggest there is a significant possibility that the market landscape could shift. Last month, a representative from Roborock appeared before the National Assembly's Political Affairs Committee to address concerns about personal data collection. After these discussions were made public during the audit, security issues surrounding robot vacuum cleaners have resurfaced on online communities and social networking services (SNS), which domestic companies see as an opportunity.

Domestic manufacturers launching new products at the end of this year are also expected to put security at the forefront. Samsung Electronics has highlighted its strengths by including its own security solution, Samsung Knox, with its new products. LG Electronics also plans to apply its proprietary security solution, LG Shield, to its upcoming models.

An industry official stated, "If domestic companies release properly developed products, it will become difficult for Chinese products to sell in Korea. They are expected to target service and security issues."