Visitors take a look at Coway's air and water purifiers at the company's booth during the IFA tech fair in Berlin, Friday. Korea Times photo by Baek Byung-yeul

By Baek Byung-yeul

BERLIN ― Coway said Friday that it is seeking to expand its presence in the European market as the Korean home appliance maker showcased its latest air and water purifiers at the IFA tech fair in Germany.

"We are focusing on the European market as one of our major markets along with Korea, the United States, Thailand and Malaysia," Alex Shin, general manager of Coway's global marketing team, told The Korea Times at the company's booth.

"We estimate that demand for our air and water purifiers will increase in this region as more consumers are interested in having clean water and air at home since the COVID-19 pandemic broke out and with natural disasters like wildfires caused by climate change," the general manager added.

At its booth, the company exhibited 22 home health appliances, including 14 kinds of air purifiers and eight water purifiers.

The company said its products are designed to be easy to install and maintain, enabling consumers conveniently to manage their products by themselves.

The main highlight of the exhibition, however, was the much-admired Coway Airmega air purifiers that are now available in Europe.

The company expects that its Airmega 250 model will be popular in the European market as the product offers automated functions, which adjust the fan speed automatically according to the room's air quality. The product is also recognized for having a superior design, having won awards from both the Red Dot Design Awards and the International Design Excellence Awards (IDEA) in 2021.

The Airmega Mighty, which won The New York Times Wirecutter's top pick for eight consecutive years until 2022, is also expected to be popular, the company said.

For water purifiers, the company displayed its Noble Collection products and Icon Water Purifier products, which are popular in Korea.

"We have been in the purifier business for almost 30 years. Based on our experience, we have the best-in-class capability in the purifier business. While we are currently selling our products via Amazon, we are trying to expand our sales channels in Europe by cooperating with more retailers in the region," the Coway official said.