"IFA 2026" Becomes a Humanoid Robot Showcase...900 Chinese Companies Target $300 Trillion European Market

Expansion of Robot Events Including "Robot on the Runway" and "RoboCup"

Chinese Participation Rises from 700 Companies Last Year to 900 This Year

Samsung and LG Focus on "AI Home and Living" While European Firms Defend Their Home Markets

At Europe's largest consumer electronics exhibition, robots will walk the runway. From September 4 to 8 (local time), "IFA 2026," held in Berlin, Germany, will host the biggest-ever exhibition of humanoid robots.

This year's IFA is expected to become a stage where artificial intelligence (AI) moves through appliances and robots in real-world spaces, embodying "physical AI." As domestic electronics companies such as Samsung Electronics and LG Electronics launch a competition for future appliances centered on AI, about 900 Chinese appliance and robotics companies will also participate, accelerating their efforts to penetrate the European market, which is valued at more than 300 trillion won.

From the 4th (local time) to the 8th, the largest consumer electronics and information technology (IT) exhibition in Europe, "IFA 2026," held in Berlin, Germany, will host the largest-ever humanoid exhibition event, including robot-related programs such as "Robot on the Runway" and "RoboCup." IFA promotional image.

With a history spanning over 100 years, IFA is recognized as one of the world’s top three electronics and IT exhibitions, alongside CES in the United States and MWC in Spain. This year, under the theme "The Future Is Now," more than 1,900 brands from 49 countries will showcase products that integrate AI, robotics, beauty tech, and more. While last year's focus was on "AI Home," this year the center of competition has shifted to "physical AI," where AI and robots interact with people in real-world environments.

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Visitors are entering the exhibition hall of 'IFA 2025,' Europe's largest home appliance and information technology (IT) fair, held from September 5 to 9 last year (local time) at Messe Berlin in Germany. Official IFA website.

This year’s IFA will feature more humanoid robots than ever before, centering around the innovative exhibition area "IFA NEXT." About 300 companies will participate in this space, unveiling robotics technologies that can be applied in home, service, medical, and industrial settings.

At "Robot on the Runway," humanoid robots will take to the stage instead of people, showcasing dance moves and various performances. At "RoboCup," robots will play actual soccer matches. Chinese companies such as Primebot, Dobot, Agilebot, and Unitree will also participate, revealing a variety of technologies including humanoid robots.

With the expansion of the robotics exhibition, the participation of Chinese companies is becoming even more prominent. While about 700 Chinese companies accounted for 37% of all exhibitors last year, that number will increase to around 900 this year, approaching half of the total participants. Leading appliance makers such as Hisense, Haier, and TCL, along with robot vacuum manufacturers such as Ecovacs and Roborock, will fill the exhibition halls. For the first time, Xiaomi will also participate in IFA, introducing AI-based robotics technology, smart home solutions, and AI glasses.

On September 5 last year (local time), the TCL booth was set up at IFA 2025, Europe's largest home appliance and information technology (IT) exhibition held in Berlin, Germany. Yonhap News.

Chinese companies are accelerating their efforts to enter the local appliance market, which has been traditionally led by companies such as Samsung Electronics, LG Electronics, BSH, and Electrolux. According to global market research firm Fortune Business Insights, the European home appliance market was valued at approximately 325 trillion won last year. Companies like Haier, Midea, and TCL are expanding their presence in the European market not only with mid- to low-priced products, but also by entering the premium segment.

As competition between Korean and Chinese companies spreads to areas such as TVs and robotics, tensions are rising. According to Reuters, on the 1st, TCL filed a lawsuit against Samsung Electronics in the U.S. District Court for the Central District of California, claiming that Samsung's "Mini LED" TV advertising was false and resulted in a loss of TCL’s market share.

Samsung and LG Counter with "AI Living"...Seeking to Defend Their Share in Europe

On September 5 last year (local time), visitors gathered at the LG Electronics booth at IFA 2025, Europe's largest home appliances and information technology (IT) exhibition held in Berlin, Germany. LG Electronics.

In the face of intensifying competition from Chinese companies, Samsung Electronics and LG Electronics are working to defend their share in the European market by leveraging their AI technologies. For the first time since participating in IFA in 1991, Samsung Electronics is moving outside the official Messe Berlin venue to host a separate exhibition at "Humboldt Carré" in downtown Berlin. From September 2 to 6, the exhibition will focus not only on the "AI Home," where appliances and smart devices are connected, but also on "AI Living," which emphasizes convenience across all aspects of daily life tailored to individual lifestyles and needs.

LG Electronics will further develop last year's "AI Appliance Orchestra" concept by expanding its AI-connected ecosystem. The company will debut the "ThinQ Claw"—a text-based interactive feature for AI Home that provides situational support—and the building management platform "ThinQ Pro" in the European market for the first time.

Additionally, 79 companies and organizations from Korea will participate, including Bodyfriend, Cuckoo, and AI semiconductor startups Rebellions and FuriosaAI.

Global big tech companies are also joining the AI competition. Nvidia will host a consumer tech demo showcase, unveiling the latest advancements in gaming, creative technology, and AI. From AMD, Jack Hu, Senior Vice President of Computing and Graphics Business, will deliver a keynote address themed on "The Age of Personalized AI."

German home appliance manufacturers such as Miele, Siemens, BSH, and Liebherr will defend their home markets with AI-driven innovative products and high-efficiency models. Miele plans to introduce products that enhance everyday convenience and energy efficiency, such as AI-powered dishwashers, cooking assistants, next-generation washing machines and dryers, and cordless vacuum cleaners.

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