Southeast Asia

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.

Walking into any Southeast Asian household, you may find that a core set of basic kitchen appliances will bring you various flavors. Although the flavors vary from region to region, some key players have always dominated the table. The undisputed champion is the rice cooker. It is far more than just a simple appliance; It is the cornerstone of culture. From bustling city apartments to rural areas, almost every household has this type of rice, and its ability to produce perfectly fluffy rice is non-negotiable, which is the absolute cornerstone of most Southeast Asian cuisine. Modern multifunctional models can steam vegetables, cook soup, and even bake cakes, making them indispensable multitasking processors for busy families. Following closely behind are mixers or food processors. The abundant tropical fruits in the region make milkshakes and juices a daily staple. In addition to beverages, these utensils are crucial for preparing the foundation of countless dishes: grinding spices for complex curry, mixing spices for paste like Thai curry sauce or Indonesian pudding, and crushing ice cubes for refreshing food. Their versatility makes them a daily necessity. Air fryers quickly gained tremendous popularity. Its appeal lies in its perfect fit with modern demands: convenient, fast, and healthier cooking. It is good at frying popular street food such as Spring rolls, chicken wings and tofu until crisp without adding too much oil, mimicking the taste of fried food, which makes people feel guilty. Its compact size is also very suitable for small city kitchens commonly found in large cities in the region. Finally, induction cookers are becoming increasingly popular, especially in modern apartments. Induction cookers provide precise temperature control, faster cooking times, higher safety (no open flames), and cooler kitchens - a significant advantage in tropical regions - providing a clean and efficient alternative to traditional gas stoves. These appliances - faithful rice cookers, multifunctional mixers, stylish air fryers, and efficient induction cookers - make up essential tools for Southeast Asia's vibrant and popular kitchens, blending traditional and modern convenience.