In an effort to fend off competition from Chinese rivals like Haier Group and the Midea Group, Japan’s Panasonic Corporation is embracing a minimalist design philosophy inspired by China. Masahiro Shinada, President and CEO of Panasonic Corp., emphasized the need to focus on specific product capabilities while eliminating unnecessary features.

Shinada revealed that Panasonic’s Chinese division has already achieved cost savings by adopting this approach. Going forward, the company plans to increase the number of products designed in China and shipped to Southeast Asia. Additionally, Panasonic aims to enhance collaboration among its design teams across China, Japan, and Vietnam, with a focus on creating “shared models” for different Asian markets. By September 2026, approximately half of the products sold in Vietnam and Malaysia are expected to be these shared models, resulting in increased shipments from China.

This strategic shift represents a departure from Panasonic’s traditional emphasis on local manufacturing and sales. As Chinese and South Korean manufacturers optimize production efficiency and global distribution, Panasonic seeks to adapt and remain competitive.

Despite losing ground in the Japanese market for refrigerators and microwaves due to strong sales of Chinese-made models from rivals like Toshiba (which sold its consumer electronics brand to Midea Group in 2016), Panasonic has found success with its minimalist designs. For instance, the compact Solota personal dishwasher, tailored for young individuals living alone, exceeded its 2023 sales target by 40%. With limited functions, Solota efficiently handles up to six pieces of tableware at a time