Samsung, LG look to Europe with AI-powered built-in kitchen appliances

MILAN, ITALY – Samsung Electronics Co. and LG Electronics Inc. are big names in the US home appliances market. The two South Korean electronics makers, however, face an uphill battle in Europe, one of the world's biggest markets and often at the forefront of electronics goods trends.

To gain the upper hand in Europe, the two Korean tech giants are applying artificial intelligence to their new built-in products, showcasing flagship models at EuroCucina 2024, one of the world’s largest kitchen goods events held on the sidelines of Milan Design Week.

Some 2,300 companies around the world, including well-known European firms such as Miele, Bosch and Electrolux as well as Chinese companies such as Haier and TCL, are participating in this year’s event April 16-21.

Europe’s built-in home appliance market stood at $25 billion at the end of 2023, accounting for over a third of the $60 billion global market.

Samsung said on Monday it has set up a 964-square-meter booth at EuroCucina to showcase its latest built-in products, all linked to its SmartThings ecosystem to maximize connectivity and boost user conveniences.

The main zone inside Samsung’s booth consists of Samsung Bespoke AI and premium built-in Kitchen products.

Samsung said it unveiled three new built-in products packed with innovative features, including multiple screens, to fit European lifestyles.

Samsung’s Bespoke refrigerator, the AI Family Hub, is equipped with a 32-inch screen.

The Anyplace Induction, with a 7-inch touch screen, enables users to cook anywhere on the cooktop thanks to the 22 rectangular sheet coils that extend across the cooktop.

The product reduces dead zones on the cooktop, creating a larger cooking surface than a conventional four-ring induction cooktop, according to Samsung.

The Bespoke AI Laundry Combo is also equipped with a 7-inch touch screen, through which users can get useful information about laundry combo or get a hands-free phone call directly on the device while doing laundry.

The most important part, Samsung says, is that the screens on those AI-powered products enable the appliances to connect with and control other devices, allowing heightened convenience through the SmartThings ecosystem.

“We believe that connectivity between appliances will elevate consumers’ lives to a new level,” said Lee Moo-hyung, executive vice president of Samsung’s digital appliances business.

LG’S SIGNATRE KITCHEN SUITE

LG Electronics is targeting the European built-in appliance market with premium design and AI features at its 483-square-meter booth, decorated in the concept of a food lifestyle magazine.

LG’s booth features three zones, including one showcasing products under its premium brand “Signature Kitchen Suite.”

Among the products on display is an oven newly introduced with LG’s latest AI feature that identifies ingredients in the prepared dish and automatically adjusts the oven's cooking temperature, it said.

The company first tapped into the European built-in market in 2018 with its high-end Signature Kitchen Suite brand and introduced midrange models last year to target all market segments.

LG aims to double the sale of its premium products in Europe and raise its midrange brand products by 40% this year.

"We will expand our presence in Europe with both high-end products and mass-market products this year," said Lyu Jae-cheol, president and head of LG’s home appliance division.

Write to Chae-Yeon Kim at why29@hankyung.com

In-Soo Nam edited this article.