Press Conference Midea Paling Ideal #JujurSebagusItu

Jakarta, October 1, 2026 – Midea Electronics Indonesia reaffirms its commitment to strengthening its business in Indonesia through local manufacturing development, an increasingly comprehensive product portfolio, smart technology-based innovation, expanded sales and after-sales service networks, and marketing strategies that bring the brand closer to consumers.

This commitment was highlighted at a press conference titled Midea Paling Ideal #JujurSebagusItu, held at Mövenpick Hotel Jakarta on Thursday, October 1, 2026.

Through this initiative, Midea introduces the concept of “ideal,” which is not represented by a single product or technology, but by the overall consumer experience—from how products are manufactured and used to how they are discovered and supported through Midea’s after-sales commitment.

Strengthening the Business through Local Production and Wider Reach

As part of its long-term business development, Midea continues to strengthen its manufacturing base in Indonesia.

Midea currently operates production facilities in Indonesia, with air conditioner and washing machine factories in Cikarang and a refrigerator factory in Karawang, all of which were established starting in 2024. Strengthening local manufacturing enables Midea to bring production closer to domestic market needs while enhancing product availability.

Michael Adisuhanto, Vice President of Midea Electronics Indonesia, said that Indonesia is one of Midea’s strategic markets for business development. “Indonesia has significant potential, both in terms of market growth and evolving consumer needs. Therefore, we continue to strengthen our business foundation here, from manufacturing investment and product portfolio to distribution and after-sales services,” said Michael.

In addition to production, Midea continues to expand consumer access to its products. Midea currently reaches more than 470 areas and is available at more than 1,700 stores across Indonesia.

On the after-sales service side, Midea is also supported by more than 310 service points and over 500 professional technicians across various regions.

Technology Developed from Real Consumer Needs

Alongside strengthening its business, Midea continues to develop innovations based on consumers’ everyday needs. One of Midea’s key development focuses is the AI SMART MASTER ecosystem, which integrates smart technology into a range of home appliances.

The range includes the Celest AC with AI Ecomaster, refrigerators with Smart+ Sensor technology, washing machines, vacuum cleaners, cooker hoods, and air purifiers, all of which can be connected through the Midea SmartHome App.

Hendry Wijaya, Product Management Head of Midea Electronics Indonesia, explained that Midea’s products are specifically designed to meet consumer needs. “We see that consumers are becoming increasingly discerning when choosing products. They are not only looking at features, but also considering whether the technology truly helps and simplifies their daily activities, improves efficiency, and suits their needs,” said Hendry.

In the AC category, for example, Midea offers technologies designed to improve energy efficiency, product durability, and ease of maintenance. Washing machines feature dedicated programs for caring for different types of clothing, while vacuum cleaners are designed to make cleaning more practical and thorough.

In the refrigerator category, Midea combines large capacity, inverter technology, and digital controls. Meanwhile, its water heater range is developed with a focus on safety, ease of control, and connectivity.

Global Collaborations to Build a Brand Closer to Consumers

Midea is also strengthening its position in Indonesia through its global marketing strategy. This includes Midea’s global partnership with FC Barcelona and its involvement in Asian Football Confederation (AFC) football.

Hafizh Maulana, Marketing Communication Head of Midea Electronics Indonesia, said that global partnerships play an important role in strengthening Midea’s brand image while creating new ways to engage with consumers.

“Collaborations with FC Barcelona and AFC give us an opportunity to introduce Midea in a context that is closer to consumers’ passions. Football has a very large and highly engaged audience, making these collaborations a