Indonesia
Midea Group once again reaffirmed its position as a global leader in the smart home appliances industry by recording its strongest global performance in the first half of 2025.
Jakarta – Midea Group once again reaffirmed its position as a global leader in the smart home appliances industry by recording its strongest global performance in the first half of 2025. This achievement reflects Midea’s solid business strategy, continuous innovation, and its ability to respond to the evolving needs of modern consumers who increasingly prioritize comfort, efficiency, and smart living.
Based on global OBM sales volume in 2024, Midea was recognized as the No.1 Smart Home Appliances Brand in the world. This leadership is further reinforced by Midea’s dominance across multiple major global categories, including No.1 Microwave Company, No.1 Air Treatment Brand for five consecutive years, No.1 Small Cooking Appliances Brand for eight consecutive years, as well as No.1 Residential Inverter AC Company and No.1 R290 Air Conditioner Company, each for two consecutive years.
In Indonesia, these global achievements have further strengthened the trust of consumers and business partners in Midea as a brand that excels not only in technology, but also in addressing the lifestyle needs of today’s urban society.
For the domestic market, Midea offers a comprehensive range of products designed to support modern household needs. Midea’s main product categories in Indonesia include air conditioners (AC), refrigerators, washing machines, microwaves, rice cookers, small cooking appliances, air treatment solutions such as air purifiers and dehumidifiers, as well as built-in kitchen appliances.
Key Midea products in Indonesia include energy-efficient Inverter ACs, large-capacity refrigerators with stable cooling technology, front-load and top-load washing machines with water- and energy-saving features, along with microwaves and practical kitchen appliances designed to support the active lifestyles of urban consumers.
“Midea’s strong global performance provides a solid foundation for us in Indonesia to continue delivering innovative, affordable smart home appliances that align with the lifestyles of Indonesian consumers,” said Hafizh Maulana, Head of Marketing of Midea Electronics Indonesia, during Midea’s Year End Media Gathering themed “From Connection to Collaboration” in Jakarta, Friday, December 19, 2025.
As part of its strategic initiatives, Midea also announced a strategic partnership with the Asian Football Confederation (AFC). This collaboration marks an important momentum for expanding Midea’s engagement across Asia by leveraging the universal appeal of football as a platform closely connected to people’s daily lives and passions.
“The partnership with AFC is a strategic step for Midea to build a deeper emotional connection with Asian consumers, including in Indonesia. Football has extraordinary reach and relevance, aligning with Midea’s spirit of being closer to the everyday lives of modern families,” he added.
The partnership with AFC will become a key highlight of Midea’s marketing campaigns throughout 2025, combining business and lifestyle approaches to strengthen Midea’s positioning as a global brand that is innovative, dynamic, and relevant across generations.
Meanwhile, as part of the Midea Group, Toshiba Lifestyle Indonesia continues to strengthen Midea’s global brand portfolio with a strong position in the premium home appliance segment, known for advanced technology and elegant design. In Indonesia, Toshiba actively builds close relationships with consumers through various brand and engagement activities, including mall exhibitions, product launches, and community collaborations. The synergy between Midea and Toshiba reflects the group’s commitment to delivering diverse, innovative, and lifestyle-relevant home appliance solutions, while expanding market reach and strengthening the smart home ecosystem in Indonesia.
Through strong performance achievements and strategic collaborations, Midea remains optimistic about continuing to expand its market share and reinforcing its role in delivering smart home appliance solutions that enhance productivity and quality of life for consumers.