South Korean technology giant Samsung Electronics is reportedly withdrawing from parts of Hong Kong’s home appliance market after pulling out of mainland China’s home appliance market in May, highlighting the pressures facing international appliance manufacturers amid intensifying competition.
According to a report by The Korea Economic Broadcasting on Tuesday (27 October), Samsung’s Hong Kong online store has stopped selling major home appliances, including refrigerators, washing machines, air conditioners and vacuum cleaners.
A Samsung Hong Kong customer service representative said sales of some appliances had been suspended because of temporary stock shortages, and that they had received no formal notice of any business withdrawal. However, an electronics industry source said Samsung’s Hong Kong subsidiary had begun preparing for a withdrawal about one to two months ago.
Hong Kong’s home appliance market is estimated to be worth 2.7 trillion won (S$2.587 billion). With local GDP per capita exceeding US$50,000 (S$64,063), demand for imported premium appliances has traditionally been strong. In 2025, Samsung ranked third in Hong Kong’s refrigerator market with a 15% share, behind Japan’s Hitachi and US brand Whirlpool.
The report said Samsung’s partial withdrawal from the Hong Kong market highlighted intensifying competition across price segments, making it increasingly difficult for international appliance brands to maintain their market share.
In the premium home appliance segment, Samsung faces fierce competition from established Japanese and US appliance brands. Meanwhile, Chinese manufacturers have intensified price wars in the mid-range and entry-level segments, further squeezing Samsung’s market position.
According to HK01, Samsung said in response to queries that its Hong Kong business remained sound and that it continually reviewed and adjusted its product portfolio to meet changing market conditions and consumer preferences.
Samsung said it was focusing its resources in Hong Kong on televisions, monitors, audio products, commercial displays and mobile communications devices. It also emphasised that it would maintain after-sales services for products already sold.
Samsung had announced in May that it was withdrawing from mainland China’s home appliance market, halting sales of all home appliances, including televisions, monitors, air conditioners and refrigerators. Its mobile phone business was not affected.
China Economic Weekly previously quoted a home appliance industry analyst as saying that domestic brands now almost entirely dominated China’s home appliance market, leaving little room for foreign brands to survive. “Withdrawing is a rational choice [for Samsung].”
