Chinese tech giant sets up Korean unit with plans for numerous product launches

Chinese smartphone-maker Xiaomi said Monday it has established a Korean subsidiary, Xiaomi Korea, signaling its full-scale entry into the home turf of Samsung Electronics, the No. 1 smartphone-maker, and LG Electronics, the home appliances giant.
“We aim to connect more closely with consumers through the establishment of our Korean subsidiary,” a Xiaomi Korea official said. “By delivering localized products and services, we will offer differentiated value to our customers.”
Xiaomi will host a press briefing on Jan. 15 to unveil a range of new smart devices. The lineup will span five product categories, including smartphones, wearable devices, TVs, robot vacuum cleaners and portable chargers, the company said.
In the smartphone segment, Xiaomi will introduce the premium Xiaomi 14T model and a new addition to its budget-friendly Redmi Note 14 series.
The Xiaomi 14T marks the company’s first Leica co-engineered smartphone to be launched in Korea. Equipped with Leica’s Summilux optical lens, the camera offers four focal lengths, ranging from 15 millimeters to 100 mm, enabling users to capture high-quality images of landscapes and portraits.
The smartphone also integrates cutting-edge artificial intelligence capabilities. Google’s AI assistant, Gemini, allows users to control the device through natural conversations, while Circle to Search provides intuitive in-screen content search.
Its 6.67-inch AMOLED display delivers vivid visuals with a maximum brightness of 4,000 nits and a 144-hertz refresh rate.
The Redmi Note 14 series, a staple in Xiaomi's midrange portfolio, focuses on durability. Featuring Corning Gorilla Glass Victus 2 and an IP68 rating for water and dust resistance, the device is built to withstand shocks and scratches.
The flagship-grade 200-megapixel main camera captures sharp images even in low-light conditions and supports up to 30 times zoom.
Following its global release to come on Friday, Xiaomi Korea will debut a model from the Redmi Note 14 series in the domestic market on Jan. 15. Its predecessor, the Redmi Note 13 series, sold 410,000 units within an hour of its launch.
Along with the product launch, Xiaomi Korea will unveil a new official online store, offering various promotional events. Users who sign up for a Mi account and complete objectives can earn up to 30,000 won ($20.40) in points, while a raffle will grant some customers 50 percent discount coupons. New products will be available for purchase starting Jan. 15.
Meanwhile, industry sources predict that the establishment of Xiaomi’s Seoul office along with its brand new online store could lead to increased customer purchases. However, concerns over the security and reliability of Chinese smartphone-makers will likely limit the growth, they said.
“Xiaomi’s products are more price-competitive compared to Samsung Electronics and Apple for sure. But this makes them appealing as second phones or devices for children,” said an industry source, who asked for anonymity.
By Jie Ye-eun (yeeun@heraldcorp.com)