Ahead of the IFA 2026 trade show, Xiaomi held a global launch event on the evening of September 3rd, where company president Lu Weibing outlined key international milestones. During his keynote, he highlighted that the smart home and appliance division has accelerated its overseas expansion over the past year, with a continued push into European markets.

At this year's IFA, Xiaomi's Mijia brand is making its formal, large-scale entry into Europe, showcasing a broad portfolio that includes major home appliances and hundreds of other products. Lu also confirmed that the company's electric vehicle arm will officially launch in Europe in 2027, marking a strategic shift from its current domestic focus.

This milestone coincides with the tenth anniversary of the Mijia brand. To date, Mijia has expanded to cover more than 130 product categories and over 2,000 SKUs, serving a global user base of 110 million. On the automotive side, three models—the Xiaomi SU7 Max, Xiaomi SU7 Ultra, and the Xiaomi Vision GT—were all on display at the IFA venue, signaling the brand's readiness for the European market.