Coway breathes fresh air into IFA 2022 with its latest range of ‘Noble’ purifiers

The international manufacturer from South Korea, is looking to conquer the European market with its wide range of home health appliances

Conall Lee, Senior Vice President, Product Strategy and Global Business, talked about the company’s latest innovations and plans for the European market in an interview with the IFA International.

Can you tell us a little about your latest water and air purifiers?
Coway is showcasing a total of 23 home health appliances, including new products with improvements in performance, design, and ease-of-use aimed at targeting our European market. The focus are our premium appliances, ‘Noble Collection’, the ‘Icon Water Purifier Series’ equipped with AI function, and the all-new air purifier ‘Art Columbia’. We will also introduce new additions for Airmega, our air purifier lineup, which will be featured to launch in Europe in Q2 2022. We are especially excited for our ‘Noble Collection’, which foster flawless hygiene and a self-maintenance function meant to improve the quality of life for our European consumers.

What are the health and wellness benefits of using these?
According to EFA(European Federation of Allergy and Airways Diseases Patients’ associations), Europeans spend approximately 90% of their time indoors. However, it has been discovered that indoor air can be 70% more polluted than outdoor air. Moreover, ceaseless pollutants such as dust, pollen, and pet allergens anywhere have recently threatened the minimal standard of European health criteria. I reckon Coway’s HyperCaptive™ air filtration system is a great solution to protect from those harmful contaminants.

What makes Coway’s products stand out compared to the competition?
Coway has tirelessly refined its expertise in the home appliance industry-since our founding back in 1989. We leverage our expertise in all facets of our business, such as research and development of products, production, quality assurance testing, quality management and distribution, to preemptively discern consumer needs and potential issues to address them promptly.

How will the market for these evolve over the next few years?
Nowadays, consumers have a growing interest in air quality since they have begun spending more time at home thanks to the covid-pandemic. Most Europeans suffer from indoor air pollution, such as carpet dust, pet dander, and mold. In addition, CO2 (Carbon dioxide) emissions due to wildfires caused by Climate change, allergies and asthma caused by pollen and VOCs threaten public health. For those reasons, I anticipate European consumers will have a growing concern for “Clean air” as demand for air purifiers continues to grow.

How important are events like IFA for the industry? 
It has been difficult to express the differentiations in our products in only virtual spaces. However, with the return of IFA events, we can now return to conversing with our potential customers to ascertain their evolving needs and new opinions.

Hall 5.1 / Stand 108
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