Midea Invests USD 10 Million in Thailand, Launches Full Range of AI Smart Master Home Appliances, Expands Distribution and Services
Midea, a global leader in innovation and one of the world’s largest home appliance manufacturers, announced an additional USD 10 million investment in Thailand, reinforcing its leadership in the global smart home appliance market. The company unveiled more than 50 new home appliance products, offering intelligent innovations designed to meet the demands of modern digital lifestyles.
Midea is expanding its distribution network through strategic partnerships and plans to increase the number of Midea Pro Shop outlets nationwide to 130 branches within 2025. The company also introduced popular Thai artist Ink Waruntorn as its new brand presenter, alongside the campaign “Midea Care – Your Trusted Companion in Every Moment,” aimed at strengthening brand engagement with younger consumers.
Mr. Seale Jiang, President of Midea Asia-Pacific Region, stated that Thailand remains a key strategic market with strong growth potential driven by rapid digital adoption and increasing demand for high-quality, innovative products from trusted brands. Midea’s additional investment will support long-term growth across all home appliance categories, backed by advanced manufacturing, global service standards, and expanded distribution channels.
Mr. Thanawat Wongcharnwut, Assistant General Manager of Midea Thailand, said that in 2025 Midea will place greater emphasis on its home appliance portfolio, which now includes more than 100 products covering air conditioners and the AI Smart Master category. The product lineup includes refrigerators and freezers, washing machines, cooking appliances and microwave ovens, vacuum cleaners, water heaters, range hoods, air purifiers, and small home appliances—designed to meet the needs of today’s digital lifestyle.
AI Smart Master Innovations
The AI Smart Master range is equipped with AI Smart Sensor technology and can be seamlessly controlled via the SmartHome application, delivering precise and intelligent performance. Key highlights include smart refrigerators with advanced temperature sensors, inverter microwave ovens with five cooking functions, air purifiers with automatic PM2.5 detection, and washing machines featuring INSTANT IMPELLER technology for enhanced cleaning efficiency without detergent residue.
In the air conditioner segment, Midea introduced the Celest model featuring AI ECOMASTER technology, offering temperature precision of ±0.3°C and up to 30% energy savings. The unit also incorporates Prime Guard, Midea’s proprietary technology that enhances long-term cooling performance, air quality, durability, and product lifespan, with SmartHome application connectivity.
To strengthen brand relevance among Millennials and Gen Z, Midea is shifting its communication strategy toward emotional benefits and lifestyle-driven experiences. Through its latest presenter, Ink Waruntorn Paonil, the brand aims to reflect care, understanding, and modern living—positioning Midea as more than a home appliance brand, but a trusted companion under the concept “Midea Care – Your Trusted Companion in Every Moment.”
Midea continues to expand its presence in the modern trade channel, including Makro and Lotus’s under CP Axtra Group, covering 187 branches nationwide. The company also plans to expand partnerships with other major retailers, increase its online sales channels, and develop exclusive products for e-commerce platforms.
On the service front, Midea has extended its warranty for general spare parts in home appliance products from one year to three years and is expanding Midea Pro Shop service centers nationwide to provide comprehensive sales, installation, and after-sales services.
Recently, Midea hosted Midea Convention 2026, bringing together more than 500 partners nationwide to announce business achievements and strategic plans for the year. With strong partner support and comprehensive capabilities, Midea is confident in becoming one of Thailand’s leading home appliance brands.
For more information, consumers can purchase Midea home appliances through authorized dealers nationwide, contact the Call Center at 02-107-7799, or follow updates on Facebook: Midea.com/TH.
