urbanization

The small home appliance market in Southeast Asia is thriving, with a revenue of $18 billion in 2025 and an expected annual growth rate of 4.68% from 2025 to 2030. Driven by the increase in income, changes in lifestyle, and accelerated urbanization in emerging economies, the market has experienced significant growth even during the pandemic. ​ Many brands are seizing opportunities here. In 2022, the growth rate of Dreame, a smart home cleaning equipment brand, in Southeast Asia exceeded 450%. Global high-end smart home appliance brand MOVA held its first overseas offline press conference in Singapore, launching flagship products such as Z50 Ultra robot vacuum cleaner and X4 Pro floor cleaning machine, and has entered more than 30 countries and regions including Southeast Asia. ​ The habits of local consumers have also become targets. For example, considering the hot and humid climate in Southeast Asia, some brands have developed products such as smart air conditioners equipped with ultraviolet radiation to solve the problem of mold growth. With the continuous expansion of the Southeast Asian e-commerce market, more and more small home appliance brands are using e-commerce platforms to expand their market share.