Midea America Takes Center Stage at KBIS 2025
The following interview with John Herrington, president of Midea America, will give a sneak peek into what the company will feature at KBIS 2025, its approach to innovation and its new brand campaign.
Q: John, with KBIS around the corner, what can attendees expect from Midea’s showcase this year?
Herrington: This is a really exciting time for Midea! We’re stepping onto the KBIS stage with incredible momentum and a rapidly growing portfolio of kitchen appliances that redefine practicality and style. Attendees can expect to see how Midea is leading the way with thoughtfully designed products that solve real-life challenges. From our industry-first refrigerators to our versatile ranges, every appliance we showcase reflects Midea’s commitment to surprising and delighting consumers with products designed to make everyday life a little easier. At KBIS, we’re not just unveiling appliances—we’re sharing our vision for what the modern home can be with Midea as a trusted partner in every moment.
Q: Can you talk about Midea’s approach to innovation?
Herrington: Innovation drives everything we do at Midea. For us, it’s not just about adding new features—it’s about listening to our customers and creating solutions that truly enhance their lives. We believe the best innovations are the ones that fit seamlessly into everyday routines and make life a little easier.
Take our new 50/50 Flex™ Convertible Freezer, a truly groundbreaking, industry-first product. It gives consumers the flexibility to switch between a full-size freezer, a full-size refrigerator, or a balanced half-and-half configuration depending on their needs. It’s all about empowering people with options that adapt to their lives.
What makes me particularly excited is the work happening at our Louisville, Kentucky Research Center—MARC. We’re in the middle of a major expansion, increasing the facility’s size by 400%. Once complete, MARC will feature advanced research labs, a consumer insights center, and a customer showroom, making it a hub for next-generation appliance innovation in the U.S.
Q: How does Midea stand out in a crowded market, especially at KBIS?
Herrington: Here in the U.S., we’re just beginning to share our story—and it’s an incredible one. KBIS gives us the platform to show the industry how Midea is redefining what homeowners can expect from their appliances.
Our approach is simple but powerful: thoughtfully designed products with features that surprise and delight. We pair high-quality performance with striking aesthetics and practical solutions to deliver moments that genuinely “wow” our customers. We stand behind our products with a two-year warranty for parts and labor—double the industry standard—because we believe in the performance and reliability of our appliances.* At KBIS, we’ll demonstrate how Midea’s innovative mindset and value-driven design make us a standout choice for today’s busy, on-the-go consumers.
Q: Can you tell us about Midea’s new brand campaign?
Herrington: Absolutely! Our new campaign is a bold declaration of our commitment to U.S. consumers. At its heart, the campaign introduces Midea as a brand that brings “daily wows” to life—moments of joy and ease that happen when thoughtful design meets surprising practicality.
This campaign isn’t just about introducing products; it’s about showcasing our belief that every home deserves appliances that are as reliable and inspiring as the people who use them. Midea’s commitment to the consumer drives every innovation. From sleek designs to intuitive features, we ensure that each appliance is engineered to make life simpler, better, and more enjoyable.
Q: What’s your vision for Midea’s growth in the U.S. market?
Herrington: Our vision is crystal clear: we want Midea to be a household name in America. With our unparalleled innovation, we’re growing tremendously and making waves in the appliance market. Our focus is on meeting the evolving needs of today’s multitasking consumers with appliances that deliver quality, durability, and, of course, surprising practicality.
By expanding our product offerings and continuing to invest in research and development, we’re building strong connections with U.S. consumers and ensuring that Midea becomes synonymous with thoughtful design and meaningful solutions for the home.
Join us at KBIS 2025 (Booth W2344) to see how Midea is creating “wow” moments for homes across America!
*qualifying products only