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Samsung, LG to display innovative appliances at IFA

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Samsung Electronics' washing machines that reduce microplastics generated during washing will be displayed at the IFA tech fair in Berlin. Courtesy of Samsung Electronics
Samsung Electronics' washing machines that reduce microplastics generated during washing will be displayed at the IFA tech fair in Berlin. Courtesy of Samsung Electronics

By Baek Byung-yeul

Samsung Electronics and LG Electronics will display their latest home appliances and IT gadgets at the IFA 2022 tech fair, which will be held in Berlin starting Friday, with an aim to introduce innovative technologies at a time when the COVID-19 pandemic is reaching its endemic stage, the companies said Tuesday.

The five-day event, which will take place at Berlin ExpoCenter City, will feature around 1,900 companies from around the world including 167 Korean companies. The tech fair is expected to draw around 240,000 visitors as this year's event is considered an opportunity to get a glimpse of tech trends for the endemic time.

"2022 will feature companies from various fields including home appliances, home entertainment, audio, telecommunications, computing and gaming. The 2021 event was canceled and only 150 companies installed offline booths in 2020 while the number of visitors was also limited to only 1,000. Compared to the 2020 event, this year's event is forecast to be expanded by more than 10 times," an official from a local IT company said on condition of anonymity.

Among the Korean companies, Samsung and LG are expected to draw the most attention with their new products. Both companies will hold press conferences on Thursday (local time), a day before the opening of the event, to introduce their booths.

For Samsung, Han Jong-hee, vice chairman and head of the company's DX Division, is expected to attend the event while Ryu Jae-cheol, head of LG's H&A Division, will attend on-site.

Samsung is expected to highlight its Bespoke home appliances such as refrigerators, ovens, dishwashers, washing machines and dryers. Under the brand that enables consumers to tailor the colors and designs of the appliance exteriors, Samsung is forecast to expand its presence in Europe's consumer device market.

In order to emphasize its global contributions to sustainability at the IFA event, the company will unveil a washing machine that is able to reduce microplastics generated during washing by up to 54 percent.

Samsung collaborated with U.S.-based outdoor clothing brand Patagonia for the eco-friendly washing machine. The company explained the gadget uses EcoBubble technology, developed to reduce friction among fabrics, which is a major cause of making microplastics.

LG Electronics' Styler ShoeCase and ShoeCare will be introduced at the IFA tech fair, which will take place in Berlin from Sept. 2 to 6. Courtesy of LG Electronics
LG Electronics' Styler ShoeCase and ShoeCare will be introduced at the IFA tech fair, which will take place in Berlin from Sept. 2 to 6. Courtesy of LG Electronics

LG will display various sizes of OLED TVs, taking the event as a chance to solidify its leadership in the premium TV market.

To wow visitors to its booth, the company said it will introduce its shoe care products the Styler ShoeCase and Styler ShoeCare, which are designed to offer innovative and customized shoe management.

Equipped with the company's hygiene-enhancing TrueSteam technology, LG said the products can refresh up to four pairs of shoes in only 37 minutes when using a standard course while operating at just 35 decibels, which ensures a quiet and efficient performance.


Baek Byung-yeul baekby@koreatimes.co.kr


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