A fierce battle is unfolding between Dyson, Samsung Electronics, and LG Electronics in South Korea’s competitive wireless vacuum cleaner market. Each company is racing to gain an edge with powerful suction, advanced AI features, and slimmer, lighter designs.
On June 18, the home appliance industry reported that Dyson had chosen Korea as the first market to launch its new DS60 Piston Animal cordless vacuum. It boasts Dyson’s highest-ever suction power at 315 air watts (AW). The motor, spinning at up to 140,000 RPM, delivers 50% more output density than the previous model.
The vacuum also features a new cleaner head that adjusts automatically to different floor types. It changes suction power and brush bar speed based on the floor material, allowing users to clean seamlessly without switching heads at the cradle.
Last month, Dyson also released what it calls the world’s thinnest cordless vacuum, featuring a 38mm handle and weighing just 1.8kg. These back-to-back launches aim to help Dyson reclaim its dominance in Korea, a market it once led with a 70–80% share, but where it now holds only around 10%, largely due to Samsung and LG’s rise.
To protect their home turf, Samsung and LG are also rolling out next-gen models packed with AI and performance upgrades.
Samsung’s Bespoke AI Jet 400W, introduced this spring, offers the world’s strongest suction power at 400W, using a motor built with its patented “chain core” technology. Despite the power boost—about 29% stronger than previous versions—the motor remains ultra-light at just 148g. Its standout feature is AI that recognizes floor types (wood, carpet, mat) and even room shapes (corners, walls), automatically adjusting suction to save battery life.
LG’s Code Zero A9 AI Object Collection is also equipped with intelligent features. It adapts its suction strength based on the user’s cleaning patterns, battery level, and cleaning time, allowing for more personalized and efficient cleaning sessions.
As the wireless vacuum cleaner market evolves, Korean consumers are seeing a wave of smarter, more powerful, and more convenient products. With Dyson aiming to regain lost ground and domestic brands defending their lead, the competition is only expected to intensify.
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