Xiaomi is bringing MIJIA, its smart home sub-brand, to Europe in earnest. The stage is IFA 2026, the consumer electronics show running September 4–8 in Berlin, and it marks the company's first large-scale appearance at the event. A press conference is scheduled for 10:30 local time on September 3, ahead of the show floor opening, where the European rollout of MIJIA will be formally announced.
More than 130 categories and over 2,000 products
MIJIA is the brand under which Xiaomi has gathered its smart home products. It now spans more than 130 categories and over 2,000 products. The range is unusually wide, running from major appliances down to small household items, and all of it sits on the same app and the same design thinking.
The brand positions itself with the phrase "The Art of Smart Living." Three things are emphasized: design that starts from the person using it, durability that holds up over years, and shapes that do not shout once placed in a room. Smart home hardware tends to look more and more like equipment as features pile on, and MIJIA has deliberately pulled back from that, prioritizing products that blend in among furniture and everyday objects.
The key point this time is that the entire lineup is entering Europe at once. Rather than importing a single hit product, Xiaomi is moving the whole shelf across categories. It reads as an attempt to reproduce in Europe the structure the company built in Asia, where buying one device makes you want the next.
Three products on the show floor
At IFA 2026, MIJIA is showing working units that illustrate where the brand is heading. Three are highlighted.
The first is a washing machine with three separate tubs. The work of sorting clothes by color and fabric, and of setting aside items with stubborn stains, is handed over to the machine by dividing the drums.
The second is an air conditioner that uses millimeter-wave radar to read the state of the room. Once a sensor can tell whether anyone is present and where they are, there is no need to keep cooling the entire space uniformly. The design aims at comfort and lower power draw at the same time.
The third is a refrigerator carrying a freshness-preservation technology called Cryo Fresh. Food that lasts longer means fewer shopping trips and less waste, so it is the kind of improvement that shows up in daily life.
None of these is a flashy new category. All three take the basic motions of housework — washing, cooling, keeping — and shift a little more of the effort onto the machine. Smart home talk usually drifts toward voice control and interoperability, but what MIJIA put forward here is a reduction in the chores themselves.
"Human × Car × Home" in one hall
MIJIA's European rollout is one part of Xiaomi's wider presence at the show. The company is exhibiting under the theme "The Surging Wave of AI" with more than 380 products, its largest showcase to date. Smartphones, wearables, smart home devices and cars are laid out along a single path, presenting the current state of the ecosystem the company calls "Human × Car × Home."
In that context comes another announcement: Xiaomi's automotive business is heading to Europe, with plans to enter the region including Germany in 2027. Given that the appliances and the car are built on the assumption of a shared account and a shared app, bringing only one side to Europe would leave the picture incomplete. Announcing the full MIJIA rollout and the automotive plan on the same stage follows naturally.
Summary
The scale of MIJIA's European rollout lies in moving over 2,000 products across more than 130 categories at once. What IFA 2026 showed were products aimed at cutting steps out of housework: a three-tub washing machine, an air conditioner with millimeter-wave radar, a refrigerator with Cryo Fresh. In 2027 the cars arrive, completing the "Human × Car × Home" picture locally. Europe's smart home market is held by entrenched appliance makers and is not a place price alone wins. Whether the depth of the catalog and the ease of connecting it all can serve as weapons will decide how this goes.
