Nam Hyun-woo has worked as a staff writer at The Korea Times since 2013, mostly covering business and politics. He currently belongs to the Business Desk where he covers topics such as emerging tech, AI, ICT and Korea's chaebol community. Prior to joining the team, he was the paper's correspondent for the presidential office of Korea during the Yoon Suk Yeol and Moon Jae-in administrations.
Miele chief stresses fundamentals of home appliances
Markus Miele, executive director and co-proprietor of home appliance brand Miele, poses for photo at Miele Korea's headquarters in Seoul, Wednesday. Courtesy of Miele Korea
By Nam Hyun-woo
Miele Korea celebrates 20th anniversary
Markus Miele, executive director and co-proprietor of home appliance brand Miele, speaks during an interview with The Korea Times at Miele Korea's headquarters in Seoul, Wednesday. Courtesy of Miele Korea
Markus Miele, executive director and co-proprietor of Miele, a German premium home appliance brand, stressed the importance of the fundamental functions of appliances, Wednesday, questioning whether rivals’ moves to realize an artificial intelligence (AI)-powered smart home can truly create user benefits.
During an interview with The Korea Times in Seoul, the executive director noted that AI smart home solutions now available on the market are “not evolved as much as we think,” and that Miele is focusing on “real user benefits” that advanced technologies can offer.
“So, coming to smart home and integration (of home appliances), we ask ourselves the question: what’s the user benefit?” Miele said. “We monitor what is happening all around the world. But it is still not evolved as much as we think because people use the appliances in the physical space — you have to load the dishwasher. A consistent smart home, that’s not so easy to create user benefit.”
Miele is one of the best-known premium home appliance brands, specializing in washers, dishwashers and cooktops. Though the company has been incorporating AI functions into its appliances since 2015 — introducing temperature control for cooktops, installing internal cameras to let users monitor cooking via smartphone, and adding auto-dispensing functions for dishwashers — the executive director expressed skepticism about Miele joining the "smart home" trend, which is being led by Korean electronics giants such as Samsung Electronics and LG Electronics.
“We are not the largest one in this field and we have to [be] compatible with many systems around the world including, those by Korean appliance makers,” Miele said. “But still, what is the main customer benefit? As long as we don’t see a real good answer for that, then the question is what is the next step.”
He said that Miele has around 200 test homes, but there are not many use cases where customers fully utilize smart home features. He added that improving the fundamental functions of each appliance and creating real user benefits is Miele’s ultimate goal.
Miele Executive Director Markus Miele, left, and Miele Korea CEO Choi Moon-sup hold a press conference on Miele Korea's 20th anniversary at the company's store in Gangnam District, Seoul, Wednesday. Korea Times photo by Nam Hyun-woo
The executive director visited Seoul to celebrate the 20th anniversary of Miele Korea’s establishment in 2005. At a press conference held at the Miele Experience Center Gangnam, which also serves as the brand’s Korean headquarters, the director said Korean consumers’ appreciation for quality and design has inspired the company, prompting Miele to actively incorporate Korean users’ feedback in developing new products.
He said that the company will focus on three key growth pillars in the Korean market: product innovation, expansion of the built-in appliance segment and sustainability.
The executive director said U.S. tariffs are affecting Miele’s exports despite its local production sites. He noted that the tariffs have forced not only Miele but also rivals such as Samsung and LG to raise prices, adding that the essence of the new competitive landscape is "who sources what from where."
“And now the question is who is affected on what scale — how much steel do they import, how much aluminum and so on … This is shifting the landscape of competition, and that is why I describe we are now looking what is the new playing field,” he said.
Miele was established in 1899 and has remained family-owned, with the Miele and Zinkann families holding 51 percent and 49 percent stakes, respectively. Currently, Markus Miele and Reinhard Zinkann Jr. are co-executive directors and co-proprietors.
During the press conference, Miele Korea Managing Director Choi Moon-sup said the Korean unit has maintained steady profitability over the past 20 years, with sales reaching around 55 billion won ($38.48 million) in 2024. Miele Korea now operates stores in major department stores across the country and has three standalone showrooms in Gangnam, Cheongdam and Hannam.