On September 4, Midea Group celebrated the grand opening of its first retail store in partnership with E-Mart, Korea's leading retail chain, at Treads, an E-Mart sub-brand located in Sinwol, Seoul. This marks Midea Group's official entry into Korea's mainstream retail channels, representing a major step forward in its local market strategy.
As one of Korea's largest and most influential retail groups, E-Mart operates 154 stores nationwide, covering key metropolitan areas and regional hubs. With a strong brand reputation and extensive distribution network, E-Mart plays a central role in shaping the country's retail landscape. Through this collaboration, Midea Group and E-Mart will jointly explore new models for home appliance retailing in Korea.
Looking ahead, Midea Group plans to establish at least 20 branded stores or shop-in-shops across Korea by 2026, further expanding its retail footprint, strengthening brand presence, and delivering a more immersive and intelligent shopping experience for local consumers. This strategic expansion will lay the foundation for Midea's long-term growth and brand ecosystem in the Korean market.
The first Treads location features a modern, minimalistic, and smart design concept, showcasing Midea's best-selling refrigerators, washing machines, and kitchen appliances. The store also introduces interactive product zones and smart home experience areas, allowing customers to engage directly with Midea's latest technologies and lifestyle solutions.
A representative from Midea Korea stated: "We are delighted to partner with E-Mart to bring Midea's innovative products closer to Korean consumers. This collaboration goes beyond retail—it marks a significant step in our brand localization strategy. Midea will continue to deliver cutting-edge products and premium services to meet the growing demand for high-quality, smart home appliances in Korea."
As one of the world's leading home appliance and consumer electronics brands, Midea Group has been accelerating its global expansion in recent years. With operations in over 200 countries and regions, Midea continues to win the trust of millions of consumers worldwide. In Korea, Midea is executing a multi-dimensional strategy combining localized R&D, retail partnerships, and brand marketing, while building a seamless omni-channel presence both online and offline.
The collaboration with E-Mart not only provides Korean consumers with greater access to Midea's premium products but also marks a significant milestone in the company's global strategy of "Global Operation, Local Innovation." Moving forward, Midea Group will continue to work closely with local partners to promote smart, sustainable, and comfortable lifestyles for Korean households.