For decades, the battle between Samsung and LG took place in your kitchen and laundry room. They fought over who had the smartest refrigerator, the quietest washing machine, or the sleekest air conditioner.
But the rivalry just breached a massive new frontier. They aren’t just trying to sell you the appliances anymore—they want to build the entire house.
With the rise of “workcations” and people looking for weekend getaways, the modular housing market is absolutely exploding. It’s projected to hit a massive 4.4 trillion won (around $3.2 billion USD) by 2030. Now, Korea’s tech titans are racing to drop fully built, AI-powered smart homes straight onto your empty plot of land.
LG’s Play: The Affordably Luxury “Smart Cottage”
LG struck first with its LG Smart Cottage, a modular home packed to the brim with their premium appliances and high-tech heating, ventilation, and air conditioning (HVAC) systems.
Recognizing that cost is the biggest barrier for people wanting a second home, LG just changed the game. They launched the MONO Core 27, a 27-square-meter (about 290 sq. ft.) open-plan, single-story layout featuring a living room, bedroom, kitchen, and bathroom.
The kicker? It costs 100 million won (roughly $72,000 USD)—slashing the price of their previous model exactly in half. It’s essentially a plug-and-play designer tiny home backed by one of the biggest tech brands on earth.
Samsung Fires Back: The Factory-Integrated AI Home
Not one to be outdone, Samsung just announced its official entry into the market, partnering with wooden modular housing specialist Gongganjegaeso to launch the Samsung AI Modular Home.
While LG is focusing on lowering the price barrier, Samsung is flexing its SmartThings ecosystem ecosystem.
When you order a Samsung modular home, over 20 smart devices—including heat pump boilers, refrigerators, TVs, smart lighting, and security cameras—arrive pre-installed and pre-registered directly from the factory floor. You don’t have to spend days setting up Wi-Fi, pairing devices, or hiring installers. You just turn the key, and your entire house is alive and connected.
Samsung has opened massive showrooms in South Korea ranging from tiny-home scale up to a sprawling 330-square-meter luxury layout, and they are already planning to scale this tech up to four-story apartment buildings.
The Big Picture: Why You Should Care
We are moving past the era of the “smart appliance” and entering the era of the “native smart home.” Instead of buying a house and trying to make it smart with aftermarket gadgets, tech companies are building homes from scratch where the walls, the air, the security, and the appliances act as a single, unified machine
Tag Archives: LG
LG’s new built‑in products
LG’s new built‑in products were developed specifically for European homes, with a focus on platforms, user experience, and seamless integration.
Highlights include:
– Minimalist exteriors with reduced parting lines
– Matte finishes designed to harmonise with European cabinetry
– Top‑mounted freezer refrigerators, redesigned with multi‑level shelving and easy‑clean drawers
– Fit&Max design philosophy — optimising space and usability (Fit) while maximising smart functionality and efficiency (Max)
This approach positions LG to compete more directly with established European built‑in specialists.
LG Unveils New Dishwasher Lineup with One‑Hour Wash & Dry at EuroCucina 2026
LG Electronics is set to debut its next‑generation dishwasher lineup at EuroCucina 2026, headlined by a new one‑hour wash‑and‑dry cycle engineered to boost everyday kitchen efficiency without sacrificing cleaning performance.
The platform brings together LG’s core technologies — QuadWash Pro, Dynamic Heat Dry+ and TrueSteam — to deliver stronger soil removal, improved drying and more consistent results across a range of load types.
A key upgrade is AI SenseClean, an intelligent wash system that detects soiling levels and automatically adjusts water pressure, cycle time and temperature for more tailored, resource‑efficient operation.
Developed specifically for European households, the new lineup achieves A‑grade energy efficiency across major models, spanning both premium and high‑volume segments. LG positions the range as a meaningful step forward in performance, sustainability and real‑world usability for the modern European kitchen
LG EuroCucina 2026
LG showcases new built‑ins, AI‑enhanced dishwashing and energy‑efficient kitchen solutions at EuroCucina 2026
LG Introduces Fit & Max: A New Generation of Space‑Smart, Style‑Driven Fridge-Freezers
LG is expanding its refrigerator-freezer lineup with the launch of the new Fit & Max series, designed to combine generous capacity with a sleek, built‑in look. The range comes in 60 cm and 70 cm widths, each available in 2 m and 1.8 m heights, and offered in a selection of modern colours to suit different kitchen styles.
Clean Lines, Smarter Design
A standout feature of the Fit & Max collection is its flush-fit installation, which creates a seamless, minimalist aesthetic. LG’s Zero Clearance hinges allow the doors to open up to 110° without requiring extra side space—eliminating the typical gap between the appliance and the wall. Thanks to a double-hinge system, the doors stay perfectly aligned with the fridge body even when fully open. The look is completed with refined Metal Fresh interior finishes.
More Space Than Meets the Eye
Despite their standard footprint, the Fit & Max models offer impressive storage capacity:
- 465 litres in the 70 cm versions
- 375 litres in the 60 cm versions
Inside, the layout is flexible and thoughtfully organised. Adjustable shelves accommodate larger containers, while a bottle rack, space‑saving drawers, and My Box—a retractable, anti‑odor drawer ideal for cheese—add practical versatility.
AI‑Driven Efficiency
LG equips the range with its AI Inverter Compressor, which learns daily usage patterns to maintain stable cooling performance while reducing energy consumption. Smart features such as AI Fresh and AI Saving Mode automatically adjust the temperature by 1°C depending on how frequently the doors are opened, helping optimise efficiency throughout the day.
Freshness Technologies Working Together
The Fit & Max series integrates LG’s signature freshness systems:
- Door Cooling+ rapidly cools the door area to prevent cold air loss.
- Linear Cooling minimizes temperature fluctuations inside the fridge.
- Fresh Balancer and Fresh Converter drawers fine‑tune humidity and temperature based on the type of food stored.
Energy Performance and Smart Control
Throughout the year, models in the Fit & Max lineup will reach high energy ratings, up to A‑40%. For added convenience, the entire range supports remote control and monitoring via the LG ThinQ app, allowing users to manage settings and receive alerts directly from their smartphone.
LG’s CLOiD Robot Promises a “Zero Labor Home” at CES 2026
CLOiD is expected to integrate seamlessly with LG’s broader smart home ecosystem, including ThinQ-enabled appliances. Imagine a home where your robot communicates with your smart fridge, oven, and washer to anticipate your needs and act on them autonomously. That’s the future LG is betting on—and showcasing at CES.
🔍 Why It Matters for the Appliance Industry
For appliance manufacturers and retailers, CLOiD signals a shift in consumer expectations. It’s no longer just about smart features—it’s about full-service automation. As AI and robotics become more sophisticated, the line between appliances and assistants continues to blur.
At WhiteGoodsNow, we’ll be watching closely as LG reveals more about CLOiD’s capabilities, pricing, and availability. One thing’s clear: the race toward the zero labor home is officially on.
LG’s profits rise, but sales decline in Q3
LG Electronics today announced its global financial results for the third quarter of 2025, reporting consolidated revenue of €13.2 billion and operating profit of €420 million. In the third quarter of 2024, sales were €14.76 billion. However, profit was significantly lower: in euros, it was only €50 million.
The Home Appliance Solution (HS) and Vehicle Solution (VS) divisions posted particularly strong performances, despite external challenges posed by U.S. tariffs and the slowdown in the electric vehicle market. The results reflect the ongoing transformation of LG’s business portfolio and commitment to qualitative growth, which includes B2B solutions such as vehicle and HVAC systems, the expansion of non-hardware businesses such as subscription services and the webOS platform and new direct-to-consumer business models.LG Home Appliance Solution (HS) Company
The HS division posted revenues equivalent to €4 billion and an operating profit of €220 million. This division also reported a decline in sales, which had been 8,340 billion won compared to 6,580 billion won in 2025, and profits fell from 527 billion to 366 billion won. Optimization of production sites and improved operational efficiency largely absorbed the impact of the U.S. tariffs, ensuring higher profitability than the previous year.
For the fourth quarter, the global home appliances market remains challenging, with demand recovery still weak and competition increasing. The division aims to continue expanding its subscription and digital businesses, strengthen qualitative growth, and improve profitability through cost review and fixed expense reduction
Whirlpool seeks investigation into alleged tariff evasion by competitors
A dramatic drop in the price of imported washing machines from South Korea has sparked concern among U.S. appliance giant Whirlpool. Recent data reveals that units once priced at nearly $840 are now entering the market at just $73—a staggering decline that has Whirlpool questioning the fairness of global competition.
🗣️ In a statement released Monday, Whirlpool confirmed it has “shared its concerns about this data with the administration at various levels.” The company has also taken its grievances directly to foreign competitors, including Samsung, LG, and the owner of GE Appliances. Whirlpool emphasized that “recent trade policies can only help level the playing field for U.S. manufacturers if foreign-owned companies play by the rules.”
🇺🇸 With more than a century of manufacturing history in the U.S., Whirlpool says it remains committed to defending its workforce of approximately 20,000 American employees. The company’s message is clear: fair trade isn’t just about policy—it’s about accountability.
Whirlpool Accuses Samsung and LG of Dodging Tariffs via Transfer Pricing
Whirlpool has filed a complaint with U.S. authorities, alleging that Samsung and LG’s American subsidiaries manipulated internal “transfer pricing” to lower tariffs on imported appliances. By undervaluing goods shipped from overseas units, Whirlpool claims the companies reduced their tax burden unfairly.
The complaint was submitted to the White House and U.S. Customs in August, reigniting tensions in a market where Samsung and LG now hold a combined 36% share, compared to Whirlpool’s 20%.
Both Korean firms deny wrongdoing, citing compliance with U.S. tax laws and highlighting their investments in domestic manufacturing.
Whirlpool’s move could influence future tariff policies and intensify scrutiny of multinational pricing strategies.
LG Unveils Sleek, Energy-Saving Refrigerators Tailored for European Homes at IFA 2025
🧊 Smart design meets sustainable living: LG Electronics is showcasing its latest refrigerator lineup at IFA 2025, engineered specifically for European lifestyles. The new Fit & Max series—featuring French door and bottom-freezer models—delivers cutting-edge energy efficiency, intelligent features, and space-conscious styling for modern kitchens.
🌍 Designed for Europe, Built for Efficiency
Responding to growing demand for eco-friendly appliances, LG’s new models meet—and in some cases exceed—the EU’s top-tier “A” energy rating. The bottom-freezer model surpasses the standard, while the French door variant earns an impressive A rating, a rare feat in its category.
This performance is powered by LG’s advanced insulation and AI-driven energy-saving technologies. By learning household usage patterns, the refrigerators optimize compressor activity during low-demand periods, reducing electricity consumption without compromising freshness.
🧠 Smart Features for Smarter Living
The Fit & Max lineup is packed with intelligent innovations:
- AI Fresh: Tracks door-opening habits and pre-adjusts cooling to maintain consistent temperatures.
- AI Saving Mode: Automatically reduces energy use during off-peak hours.
- Linear Cooling™ & Door Cooling+™: Minimize temperature fluctuations and deliver fast, even cooling.
- Fresh Converter+™: Customizable compartments for meat, fish, and produce.
🏡 Space-Savvy Design for Compact Kitchens
European kitchens often demand clever use of space—and LG delivers. The Zero Clearance Hinge allows doors to open fully even when placed flush against walls, while the Premium Flat Door design offers a sleek, built-in aesthetic.
Inside, storage is maximized with:
- Retractable Shelves for tall items
- Deeper Shelving for added capacity
- Soft Closing Doors for quiet, smooth operation
❄️ French Door Model: Slim, Stylish, and Functional
LG’s new French door refrigerator debuts a Thin Door design with integrated ice and water dispensers. The Ultra Slim In-Door Ice Maker frees up shelf space while ensuring a steady supply of ice. Enhanced basket design prevents bottle tipping, and flexible shelving adapts to diverse storage needs.
🧊 Bottom-Freezer Model: Flexible and Family-Friendly
The bottom-freezer series offers multiple size options and customizable compartments:
- Adjustable Shelf with seven height settings
- Retractable Shelves for bulky items
- Movable Bucket, My Box, and Mini Door Basket for personalized organization
💬 A Vision for the Future
“LG’s new refrigerator lineup reflects our commitment to meaningful innovation—combining energy efficiency, smart technology, and space-conscious design,” said Lyu Jae-cheol, President of LG Home Appliance Solution Company. “We’re focused on making everyday life easier, more sustainable, and beautifully integrated into the modern home.”
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