LG and Samsung Electronics Step Up Efforts to Target European Market with Built-in Appliances

LG Unveils Appliances Targeting Europe at MDW 2026
Samsung Hosts Home Appliance Technology Seminar for Major Media

LG Electronics and Samsung Electronics are targeting the European premium built-in kitchen appliance market, which boasts a 100-year history, by focusing on built-in appliances.

LG Electronics is participating in "EuroCucina," the kitchen appliance and furniture exhibition at "Milan Design Week 2026," the world's largest design exhibition held in Milan, Italy from April 20 to 26 (local time), where it is unveiling its "LG Built-in Package" for the first time.

Seungtae Baek, Executive Vice President and Head of the Home Systems Business Division at LG Electronics (far right in the photo), is explaining the LG Built-in Package to visitors. LG Electronics

Europe has established itself as the home of the global built-in appliance market since built-in kitchens began to be popularized in Frankfurt, Germany in the 1920s. According to market research firm Euromonitor, the global built-in appliance market is expected to reach approximately $64.5 billion (about 95 trillion won) in 2025, with Europe accounting for about 40% of the total market, making it the largest region.

LG Electronics has developed a built-in appliance package exclusively for Europe, reflecting the unique characteristics of the market and customer demands. The "LG Built-in Package" is a comprehensive kitchen appliance solution that combines an oven, induction cooktop, refrigerator, and dishwasher. Customers can achieve a unified design tailored to their kitchen layout and preferences. In addition, the package allows for flexible options—customers can purchase all items at once or replace them step by step when moving or remodeling.

The dishwasher features the "AI SenseClean" function. Artificial intelligence (AI) analyzes the level of residue on dishes across three stages—pre-wash, wash, and rinse—using a digital turbidity sensor, and automatically adjusts water temperature, rinse cycles, and detergent amount accordingly.

The refrigerator is equipped with the "AI Fresh" function. AI learns the user's usage patterns and proactively adjusts the temperature during periods of frequent use, thereby enhancing energy efficiency and helping to keep food fresher for longer.

In addition, both products offer performance exceeding the highest European energy efficiency grade of "A." The dishwasher and refrigerator achieve A-30% and A-10% ratings, respectively, meaning they are 30% and 10% more energy efficient than the A grade, securing industry-leading competitiveness.

Seungtae Baek, Vice President and Head of the Home Systems Business Division at LG Electronics, stated, "With built-in solutions that reflect the characteristics of European living spaces and customer lifestyles, we will further strengthen our position in the premium market."

On the 21st, attendees are experiencing the new "Hood-Integrated Induction" product at Samsung Electronics' home appliance technology seminar "The Brief Milan" held in Milan, Italy. Samsung Electronics

On April 21 (local time), Samsung Electronics hosted "The Brief Milan," a home appliance technology seminar for major media and influencers at its local subsidiary showroom in Milan, Italy.

At this event, Samsung introduced its new "hood-integrated induction" product, which supports the European A+ energy efficiency rating. This product features a hood built into the center of the induction cooktop, effectively removing smoke and odors generated during cooking.

The "Bespoke AI Dishwasher," also on display, saves an additional 20% more energy than the European A grade standard. This product features a built-in design that harmonizes seamlessly with kitchen spaces.

The "Built-in Bottom-Mount Freezer (BMF) Refrigerator" also offers a large capacity of up to 298 liters thanks to "SpaceMax" technology. When connected to SmartThings and used in "AI Energy Saving Mode," it can reduce energy consumption by up to 15%.

Jongseung Moon, Executive Vice President of the Digital Appliances Business Division at Samsung Electronics, said, "Samsung Electronics will strengthen its lineup of high-efficiency built-in AI appliances tailored to European lifestyles and actively target the European market."

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