On December 17, Haier Smart Home officially kicked off its 7th Global Fans Festival in Malaysia. This five-day immersive pop-up experience was designed to connect with fans worldwide and celebrate the brand’s global reach. At the heart of the event was the debut of Haier’s MultiWash washing machine, which captured significant attention and is set for a full market launch in January next year. Following its earlier introductions in Vietnam and Italy, this marks another strategic move by Haier in the segmented fabric care market.
MultiWash washing machine Debuts in Malaysia, Filling a Gap in Segmented Fabric Care
Targeting football fans, sports enthusiasts, and Haier’s loyal user base, the event featured dedicated product demonstration zones, interactive workshops, and a range of fun mini sports experiences—including badminton, football, and tennis. These activities allowed participants to engage firsthand with the “champion spirit” behind the brand.
Consumers had the opportunity to explore and experience Haier’s cutting-edge technology up close, while also redeeming limited-edition Liverpool FC jerseys. The interactive setup and exclusive perks kept the on-site energy high and the crowd continuously engaged.
As the Star Attraction, Haier’s MultiWash washing machine Directly Addresses Southeast Asia’s Laundry Needs
Haier’s MultiWash washing machine emerged as a major highlight of the event, precisely targeting key consumer pain points in the Southeast Asian market. The region is currently undergoing a significant structural shift in consumption: over 60% of the population is under the age of 35, with younger generations increasingly driving demand for a “quality lifestyle.” In the laundry sector, the rise of multi-generational and baby-focused households has made “segmented washing” a pressing necessity—yet such products remain rare in the market.
Haier’s MultiWash washing machine fills this gap with its innovative design featuring three independently operated drums. This allows for physical separation of outerwear, underwear, and baby clothing, effectively preventing cross-contamination from mixed washing. Moreover, the three drums can operate simultaneously, cutting wash time by 50% compared to conventional machines—an ideal solution for households seeking high-efficiency, high-quality laundry care.
Localization-Driven Innovation Anchors Haier’s Steady Growth in Malaysia
Beyond the MultiWash washing machine, the event also showcased a range of washing machines tailored to Malaysian lifestyles. The Laundry Center washing machine, with its seamless flat-embedded design, integrates naturally into various home decor styles. The X Series washer features Air Wash technology that tackles mold issues during drying at the root. The L+heat-pump washer-dryer offers an all-in-one solution for convenient and time-saving laundry care.
Through these immersive, scenario-based demonstrations, Haier transformed the idea of a “smart lifestyle” from a concept into a tangible, real-world experience—reinforcing its commitment to localized innovation and strengthening its presence in the Malaysian market.
Behind These Product Successes Lies Haier Smart Home’s Global Strategy in Action
Haier’s international expansion has never been about simply exporting products. Instead, it leverages its global R&D resources and manufacturing network to conduct in-depth research into regional lifestyles, living environments, and consumer needs—enabling highly targeted, customized product development.
This capability for localized innovation is what has allowed Haier to establish a strong and steadily growing presence in the Malaysian market. From January to October this year, Haier Malaysia’s washing machine retail sales increased by 31% year-over-year—outpacing the industry growth rate—with a continued rise in the share of mid-to-high-end models.
Looking ahead, Haier Smart Home will remain focused on the core needs of Southeast Asian households, launching more products and solutions precisely tailored to the region. The goal: to bring smart, healthy living into even more homes across Southeast Asia.
Media Contact
Company Name: Haier Smart Home
Contact Person: James Liu
Email: Send Email
City: Qingdao
Country: China
Website: http://www.haier.com/
