Samsung’s closest rival in the Android smartphone market, Xiaomi, has started doing business in Samsung’s home country, South Korea, taking its rival head-on.

Xiaomi has opened a subsidiary in South Korea and launched an online store in the country, where it has started selling phones, wearables, and smart home products.

According to local media, the Chinese brand will also open an offline store in the country. It will come up in South Korea’s capital, Seoul. However, there are no details about when Xiaomi will cut the ribbon at the store. Xiaomi is going to hold a press conference on 15 January 2025 in South Korea, where the company might reveal more details about its expansion in the country.

Experts have concerns over Xiaomi's success in South Korea

Xiaomi’s smartphones (and other products) usually have a higher value-for-money factor than the ones from Samsung. As such, the products from the Chinese brand might get plenty of buyers in South Korea. However, sources in the industry predict that people there might be concerned over the security and reliability of Chinese smartphones, which might limit the brand’s growth.

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Another source in the industry said “Xiaomi’s products are more price-competitive compared to Samsung Electronics and Apple for sure. But this makes them appealing as second phones or devices for children.” It will be interesting to see how people there respond to Xiaomi. It is worth pointing out that Samsung already has its presence in Xiaomi’s home country, China.

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