A New Chapter in Xiaomi’s Global Expansion
South Korea has long been considered one of the most challenging markets for international smartphone manufacturers. Often referred to as the "graveyard for foreign smartphones," the country’s market is dominated by domestic giants Samsung and LG, with Apple also commanding a significant share. Consumer loyalty to local brands, coupled with the high standards of the tech-savvy South Korean audience, has deterred many foreign companies from making substantial inroads.
However, Xiaomi is undeterred. The establishment of its Seoul-based subsidiary signals the company’s intention to go beyond traditional methods of market entry. Unlike its operations in Brazil, where it relies on local distribution partnerships, Xiaomi plans to forge direct agreements with major telecom operators, including SK Telecom, KT, and LG Uplus. This strategic move is designed to ensure that its flagship devices, including the latest Xiaomi 15 series, gain wider visibility and accessibility.
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