South Korea’s Samsung Electronics Co. has launched its latest Family Hub refrigerator that integrates voice assistant Bixby in Singapore with hopes to tap deeper into Southeast Asia’s premium refrigerator market.

The latest release is a follow-up of the previous launches of the smart home appliance Family Hub operated by the Internet of Things (IoT) technology in Korea and the United States for the first time in the industry in 2016. Before hitting the Singaporean market, the IoT-controlled appliance had been gradually introduced in Europe, Central and South America, as well as Australia and New Zealand.

According to Samsung Electronics on Wednesday, it held the latest launching event at Open Farm Community, a famous farm-to-table restaurant in Singapore, to match the product concept of the Family Hub. About 220 guests including customers, local media officials, and consumers attended the event.

Samsung Electronics expects its new smart appliance would easily win the hearts of consumers in Singapore where income level is high, demand for premium home appliance items is growing, and a population of early adopters willing to embrace new technologies is large.

The 2018 Family Hub refrigerator comes with a food management service feature that helps manage the expiry date of groceries via voice and provides optimum recipes. It also provides personal weather and schedule-related information to family members using consumer recognition service. Another cutting-edge function is a family communication platform where family members can share event information, photos, and memos, which is expected to be particularly popular to busy Singaporeans.

An unnamed official from Samsung Electronics’ Singapore entity said the Family Hub that integrates differentiated artificial intelligence and IoT technology will allow consumers in Singapore to experience a new kitchen culture, and the company will continue to seek locally customized content and services to meet changing lifestyle of local consumers.

By Hwang Hyung-kyu and Lee Eun-joo

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