Xiaomi opens first Korean store amid Chinese tech expansion

Xiaomi to offer sales and in-store service for smartphones and TVs as it expands nationwide

Around noon on June 25, the Xiaomi Store at IFC Mall in Seoul’s Yeouido district was packed with office workers browsing a broad lineup of products, ranging from smartphones and televisions to robot vacuum cleaners. The 200-square-meter space—approximately 60 pyeong—was already drawing crowds despite not yet being officially open. “I used to think Chinese products were cheap and low-quality, but now they seem not only affordable but also high-performing,” one office worker said.

Models browse products at Chinese tech company Xiaomi’s store in IFC Mall in Seoul’s Yeouido-gu on June 25. The location is Xiaomi’s first brick-and-mortar store in South Korea and is set to officially open on June 28. /Yonhap News

Chinese electronics giant Xiaomi is set to launch its first brick-and-mortar store in South Korea on June 28. Though not yet formally opened, the location is currently in trial operation and accessible to the public. Situated within IFC Mall—home to global tech brands such as Dyson and Apple and located near a Samsung Electronics store—the new outlet marks Xiaomi’s formal entry into the South Korean market, following the establishment of its Korean subsidiary in January.

“We plan to expand stores throughout the country, including in the Gyeonggi region,” said Johnny Wu, president of Xiaomi Korea.

On the same day, the company rolled out its latest devices in the domestic market: the Xiaomi 15 smartphone and the Smart Band 10. Notably, South Korea is one of the initial countries included in the first global release wave for the Smart Band 10.

Xiaomi is not alone in its shift toward physical retail. Chinese companies are increasingly expanding their presence from online platforms to offline retail spaces across South Korea. Chinese television manufacturer TCL, which launched its Korean subsidiary in 2023, now sells products both online and through major brick-and-mortar retailers such as Lotte Himart, Electromart and Costco. Hisense, another Chinese home appliance firm, sells its TVs through Coupang and offers local after-sales service.

Chinese electric vehicle manufacturer BYD introduced its passenger EV, the Atto 3, to the South Korean market for the first time this year. BYD Korea plans to expand its service network from the current 12 locations to more than 25 by year’s end, and more than double its number of showrooms. The company also plans to release the Seal, a midsize electric sedan, in the second half of the year.

Chinese firms are also targeting South Korea’s premium product segment, traditionally dominated by local brands. Some robot vacuum models from Chinese brand Roborock are priced higher than comparable devices from Samsung Electronics and LG Electronics. Roborock has already launched 12 new products in South Korea this year alone and holds a dominant position in the domestic robot vacuum cleaner market, with a market share in the mid-40% range.