Samsung, LG's belated robot vacuum entries aim to counter Chinese dominance

Samsung Electronics and LG Electronics, however, have launched their first all-in-one robot vacuums this year.

Samsung Electronics' all-in-one robot vacuum Bespoke AI Steam [NEWS1]

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From refrigerators to televisions, Korean appliances are dominated by household names Samsung Electronics and LG Electronics, but there is one product where these manufacturers lag behind: the robot vacuum.

The robot vacuum market has been a rare stronghold for Chinese players, represented by Roborock, despite Korea being the home turf of Samsung and LG. Roborock has held onto the top spot in the segment for three consecutive years since 2022. The Xiaomi-backed brand accounted for 46.5 percent of the domestic robot cleaner market in the first half of the year, according to industry data.

With double-digit growth seen for all-in-one robot vacuums, Samsung Electronics and LG Electronics threw the gauntlet down rather belatedly this year.

The two electronics makers have been reluctant to develop a vacuum and mop combo due to sanitation issues and opted to produce separate products dedicated to vacuuming and mopping over the past 20 years.

Samsung Electronics and LG Electronics, however, have launched their first all-in-one robot vacuums this year, taking a hard aim at eliminating the odors of used mops — which have been pointed out as a pain point of the Chinese products.

Roborock's S8 Max Ultra

Samsung Electronics in April launched the Bespoke AI Steam, which is armed with industry-quality steam-backed sterilization and deodorization features, the first combo of its type since it entered the robot vacuum market in 2006.

The product, which costs 1.8 million won ($1,373), automatically cleans the mop after use with high-temperature steam and water. Then it sterilizes the mop with steam at 100 degrees Celsius (212 degrees Fahrenheit) to eliminate 99.99 percent of viruses and 95 percent of the odor, according to Samsung — citing certification from Intertek. It then ends the process with hot air to dry it.

Upon receiving positive responses regarding the steam feature, Samsung recently updated the steaming time from 160 seconds to 240 seconds.

"As consumers expressed concerns about the hygiene and smell of the mop in the hot, humid summer, we updated the steam mode to sterilize and eliminate the odor without a cleaner," an official from Samsung Electronics said.

Its AI features are another strength that Samsung's Bespoke AI Steam has over Chinese products.

It has studied 1.7 million objects to detect obstacles when making its way around to clean the floor. It can even identify thin cables and matte, according to the company. Utilizing five ultrasonic sensors, the round-shaped robot can identify if the floor is wooden or carpeted to decide whether or not to lift its mop.

Going further, the appliance is getting yet another AI upgrade in the fourth quarter, allowing it to detect a fallen person and send alerts to family members.

LG Roboking AI All-In-One

LG Electronics, which launched the LG Roboking AI All-In-One in early August, has pushed the hassle-free aspect of the robot to its limit.

This enabled the 2.2-million-won appliance to be connected to a drainpipe so that it empties the dirty water from cleaning the mop and fills it with clean water. Before, users needed to clean out the water container, which was considered an unpleasant hassle.

The container, which was picked as another main culprit of bad odors, can be cleaned out with a dedicated cleaner developed by LG Electronics. It has been certified by Intertek to reduce the unpleasant smell by 30 percent, the company said.

The electronics maker did not forget to focus on the basics, as its vacuum's suction function boasts 10,000 pascal compared to Samsung's 6,000 pascal.

Korea's robot vacuum market has shown a twofold growth, from 210 billion won in 2021 to 427 billion won in 2023, according to data from GfK.

Roborock is also ramping up its efforts to defend its market share in Korea's robot vacuum market. Its flagship model is the S8 MaxV Ultra, which launched in April with a price tag of 1.8 million won.

Determined to supplement its weak point as a foreign brand, Roborock opened its first Korean flagship store in Starfield Hanam in July to meet more consumers in person. It also expanded its after-sales service centers to 352 locations this year from 18, joining forces with local retailers.

BY JIN EUN-SOO [jin.eunsoo@joongang.co.kr]