Samsung Electronics and LG Electronics are set to showcase their latest technological innovations at the upcoming IFA trade show in Berlin. The event, marking the 100th anniversary of the show, will bring together over 2,200 exhibitors and 182,000 attendees from 139 countries. Both companies are focusing on artificial intelligence, sustainability, connectivity, fitness, and digital health, as well as content creation, aligning with the trade show's key themes. Samsung will introduce AI home technology that integrates various smart devices through an AI TV, while LG will present its AI home hub, LG ThinQ On, which keeps home appliances and IoT devices connected and controlled through generative AI. In response to the growing emphasis on energy efficiency in Europe, both Samsung and LG are emphasizing eco-friendliness and high efficiency in their product offerings. Samsung will feature a sustainability zone highlighting recycled materials used in its appliances and will showcase the all-in-one Bespoke AI Combo washer and dryer for Europe, offering 20% greater energy efficiency than the European energy consumption grade A. LG, on the other hand, will target the European heating, ventilation, and air conditioning market with its new high-efficiency heat pump system using eco-friendly refrigerant and launch new products with top-tier energy efficiency. Additionally, the IFA trade show will see a surge in Chinese technological capabilities, with around 1,300 pavilions from Chinese companies participating. These companies are increasingly recognized for their competitive performance and design, with Honor set to showcase its new foldable smartphone, the Magic V3, and Hisense entering the premium TV market with OLED TVs featuring LG Display's white OLED displays.