HAIER Microwaves Refrigerator Expands into Southeast Asia After Dominating Top Spot

Southeast Asia, with its population exceeding 600 million, is a key battleground in the global refrigerator market. Haier fridges have firmly established a strong presence in this region. As of the first half of 2025, Haier holds the top spot in market share across Southeast Asia. The brand has seen growth of over 50% in the large refrigerator segment, with countries like Thailand, Vietnam, and the Philippines experiencing growth exceeding 40%, outpacing local market averages.

Leveraging this momentum, Haier is accelerating its expansion. In August, the Haier Wave Series refrigerator officially launched in Southeast Asia. Domestically, the Wave Series has achieved remarkable success, selling over 700,000 units in under nine months, representing a growth rate of over 50%. During the 618 shopping festival, it was a top-selling model in the 8K+ price segment, demonstrating its popularity among younger consumers.

While already a “phenomenal hit” in China, the Haier Wave Series has been meticulously adapted to cater to the specific needs of Southeast Asian consumers before its regional launch. For example, rising living standards in Southeast Asia have led to a more diverse range of culinary preferences and ingredient consumption. From a practicality standpoint, the Haier Wave Series features a sophisticated, multi-door design optimized for organized food storage.

Regarding preservation, the series utilizes core full-space preservation technology. This not only keeps fruits and vegetables fresh for up to seven days, rivaling just-picked quality, but also innovates with variable temperature zones for precise storage: 0 degrees Celsius for fresh meat and seafood, 2 degrees for cold beverages, and 4 degrees for dairy products. Multiple adjustable settings ensure optimal nutritional retention and flavor for various ingredients.

Space optimization is also critical, as residences in Southeast Asia tend to be smaller. In markets like Singapore and Malaysia, apartment kitchens often average just 3-4 square meters, driving demand for built-in refrigerators. The Haier Wave Series boasts a 594mm professional ultra-thin, zero-clearance design, combined with bottom heat dissipation and specialized built-in hinges. This configuration maximizes capacity within a compact footprint and allows for seamless integration with existing decor. The refrigerator’s cream white and sun gold color scheme also adds a warm and inviting touch to the kitchen.

Furthermore, recognizing the region’s hot climate and preference for chilled beverages, the Wave Series offers “ice-cold beverage freedom.” It incorporates Smart Ice technology, featuring a fully automatic in-refrigerator ice maker for rapid ice production. The open-concept beverage area is 230mm high, accommodating 95% of beverage containers, ensuring convenient access for both daily consumption and entertaining guests.

With its proven domestic popularity and a keen understanding of Southeast Asian consumer preferences, the Haier Wave Series refrigerator is poised to replicate its success in the region and continue its compelling growth story.