IFA Berlin unveiled the strategic direction and additional programs for 'IFA 2026', positioning itself as a gateway to support Korean brands' entry into the European market.
The plan is to expand the scope of visitors beyond home appliance and IT exhibitions to include daily life, work, and entertainment.

IFA Berlin announced on the 20th that it has unveiled new strategic priorities, partnerships, and program additions for IFA 2026.

They explained that this announcement is intended to strengthen the exhibition's status as a base for Korean brands entering the European market, seeking connections with global consumers, retailers, distributors, and investors.

IFA has been held in Berlin, Germany every September since 1924.

IFA 2026 expands its program around AI-based lifestyle, next-generation smart home technology, sustainability, digital health, content creation, and consumer tech experiences.

The target audience is also expanded to include distribution, retail, lifestyle, marketing, gaming, and logistics.

During the exhibition period, the historic building 'ICC Berlin' will be specially opened for one day.

Leif Lindner (Leif LCEO of IFA Management GmbH, Indner, said, “Korea remains one of the most important innovation markets in the world,” adding, “Korean brands are leading global consumer tech, ranging from AI home appliances and connected devices to semiconductors, displays, and smart living technologies.”

IFA stated that this announcement aligns with the recovery of the Korean economy.

The South Korean economy grew 1.7% in the first quarter of 2026 compared to the previous quarter, driven by a recovery in consumer sentiment, exports of tech products, and investment in innovative industries.

IFA added that the Korea-EU Digital Trade Agreement is contributing to Korean companies' entry into Europe and the strengthening of distribution partnerships by lowering digital commerce and market entry barriers.

Alex Yoon, CEO of Messe Planning, the official Korean representative office for IFA, stated, “Korean tech brands are focusing on the European market for long-term growth, and IFA serves as a platform to build recognition and credibility within Europe.”

Rolling Seeds CEO Cho Seong-hun stated, “As European consumers prioritize AI capabilities, sustainability, and premium user experiences, a favorable environment is being created for Korean brands.”