Global smart home innovator Dreame Technology has officially entered the Middle East and Africa (MEA) market, marked by the grand opening of its first regional flagship store at Dubai Hills Mall and the debut of a strategic new product lineup tailored to the region’s demand for intelligent, integrated living solutions.

Building on this momentum, Dreame is accelerating its regional expansion strategy. “As a leading home technology brand known for innovation and user experience, Dreame has empowered over 21 million families worldwide to enjoy smarter living,” said Toni Xia, President of Middle East & Africa, India, and Latin America at Dreame. “The MEA region has always been a strategic priority—and we aim to become the No. 1 smart home brand here.”

“By 2027, our goal is to achieve 50% market share in the robot vacuum category across both the United Arab Emirates (UAE) and the Kingdom of Saudi Arabia (KSA),” said Johannes Mueller, Director of Middle East & Africa at Dreame. “To support this, we’ve launched the Star Light Expansion Plan — a retail initiative designed specifically for the MEA market, with 150 points of sale including Dreame-owned stores and key channel partners.”

The Dubai flagship store serves as a hands-on showcase for Dreame’s cutting-edge smart home appliances, offering consumers an immersive experience with the brand’s latest innovations in robotic cleaning, air purification, and personal care. The opening underscores Dreame’s commitment to bringing AI-powered, lifestyle-enhancing technology to households across MEA.

Next-Gen Smart Home Innovations
At the launch event, Dreame unveiled several industry-first technologies, including:

1. X50 Ultra Complete (X50 UC) Robovac – The world’s first robotic vacuum with retractable legs, overcoming traditional limitations with ProLeap height adjustment and 20,000Pa Vormax suction for seamless multi-surface cleaning.
2. H15 Pro Wet & Dry Vacuum – Featuring the first AI-powered robotic arm (GapFree AI DescendReach) for edge-to-edge coverage, 100°C hot water washing, and 21,000Pa suction.
3. Z30 Cordless Stick Vacuum – A 310AW TurboMotor powerhouse with HEPA H14 filtration, ideal for pet hair and fine dust.
4. AirStyle Pro – A 7-in-1 professional hair styling kit with salon-grade precision and heat protection.
5. PM20 Air Purifier – Equipped with adaptive airflow tracking and real-time Enviro Detect sensors for intelligent air quality control.

A Flagship Experience in Dubai
Located at Dubai Hills Mall (First Floor, FF-247), the new store blends sleek, marble-inspired design with interactive displays that bring Dreame’s AI-driven technology to life. To celebrate the opening, visitors can enjoy:

1. Exclusive promotions, including gifts with purchase and a lucky draw (grand prize: X50 UC worth AED 5,999).
2. Live styling demos and expert-led product walkthroughs.

MEA Market: A Strategic Priority
Dreame’s MEA expansion is backed by its Star Light Expansion Plan, aiming to establish the brand as the No.1 robot vacuum in the UAE and KSA by 2027. With 60% of its workforce dedicated to R&D, Dreame emphasizes localized innovation, including:

1. Region-specific product adaptations (e.g., enhanced suction for Middle Eastern homes).
2. Future retail expansions and partnerships across MEA.

TCL Electronics has launched its new C6K QD-Mini LED TV series in the UAE Designed to deliver unbeatable performance and unbelievable value, the C6K lineup redefines home entertainment by combining next-gen display innovation, elegant aesthetics, and immersive sound. The TCL C6K features advanced QD-Mini LED technology with over 512 local dimming zones, high HDR brightness, and a wide colour gamut, delivering ultra-vivid colours, sharp details, and superior contrast, ensuring every scene is lifelike and cinematic.

This flagship performance is driven by TCL’s exclusive All Domain Halo Control Technology, which covers the entire light journey from generation to display. It integrates high-efficiency light-emitting chips, self-developed lens technology, super Micro-OD structure, precision light and shadow control algorithms, and TCL’s self-produced high-end CSOT HVA panels. This full-stack innovation dramatically reduces haloing, enhances black levels, and ensures image clarity from every angle.

By tackling common halo effects and improving light control at every step, TCL delivers unparalleled contrast, depth, and picture precision even in the brightest environments.

Key features of the TCL C6K series in the UAE:

1. QLED Technology: Next-gen colourful quantum crystal material achieving a wide colour gamut for longer-lasting, vibrant visuals.
2. 144Hz Native Refresh Rate: Ultra-smooth, fluid motion for gaming, sports, and fast-action scenes.
3. ONKYO 2.1 Hi-Fi Sound: Immersive cinematic audio with Dolby Atmos and DTS Virtual:X support.
4. Ultra-Slim Design: Sleek profile with magnetic seamless wall-mounting and ≤ 60mm thickness for a refined aesthetic.
5. Matte Display (85” & 98”): Anti-glare, reflection-free screen for uninterrupted viewing in bright spaces.
6. High Contrast HVA Panels (75″ and below): Up to 7000:1 native contrast ratio and ultra-wide viewing angles for deeper blacks and richer details.

Whether it’s the thrill of gaming, the passion of football, or the richness of cinema, the TCL C6K delivers flagship performance across all content formats. It is available in multiple screen sizes, including 65”, 75”, 85”, and 98”, the C6K is crafted to its designed to elevate every living space into an immersive entertainment zone.

Sony Middle East and Africa showcased its latest line-up across home and audio entertainment product categories for 2025 during a three-day exclusive conference held at W Hotel, Yas Island, Abu Dhabi. The immersive event brought together distinguished media representatives, content creators, retailers and business partners from across the GCC, Central Asia, Africa and beyond. Underscoring Sony’s commitment to regional and global engagement, the event took place in the esteemed presence of newly appointed Global Sales and Marketing officer, Sony Corporation, Tadato Kimura.

The event gave guests in attendance a first look into Sony’s newest offerings, reinforcing its leadership positioning in premium home entertainment and it’s drive to meet the evolving needs of digital savvy consumers. Key highlights of the affair included the unveiling of the BRAVIA television lineup including the BRAVIA 8 II, BRAVIA 5 and the BRAVIA 2 II as well as an array of home audio products such as the BRAVIA Theatre Bar 6, BRAVIA Theatre System 6, BRAVIA Theatre Rear 8, BRAVIA Theatre Sub 7. Introduced under its tagline “Bigger is Better” and engineered to deliver cinematic realism, bringing film creators’ intent home through stunning contrast, colours and captivating sound, the new lineup offers large and small screen size models to perfectly complement any viewing environment delivering the cinema-like sound from the comfort of the living room.

In addition, Sony also introduced its latest advancements in the audio segment with the expansion of the ULT Power Sound series. Founded as the concept of providing Massive Bass and Ultimate Vibe, the newly expanded portfolio is designed to offer a superior music experience with powerful bass and dynamic sound. Introducing the ULT TOWER 9 and ULT TOWER 9AC, the speakers are equipped to deliver powerful sound at the touch of the ULT button and complemented by the 25 hour battery life with the ULT Tower 9.

Ensuring the party never has to stop, the 360° Party Lights delivers a synchronized light display syncing seamlessly with both music and up to 100 compatible speakers. For those looking for an elevated audio experience within a compact body, the series also includes the ultra-portable ULT FIELD 5 and ULT FIELD 3 to carry the music wherever you go. Taking center stage lies the ULTMIC1 – a pair of wireless microphones offering crystal-clear vocals, built to integrate seamlessly with the ULT line-up. Commenting on the lineup, Tadato Kimura, Global Sales and Marketing Officer, Sony Corporation said, “Today’s consumers aren’t seeking just technology upgrades – they’re looking for experiences that are intuitive, curated and immersive and our latest line-up reflects this purpose.”

Jobin Joejoe, Managing Director, Sony Middle East and Africa, said, “At Sony, we remain committed to delivering innovative and unique products that cater to the evolving needs of our customers. Our aim is to ensure that consumers in the region gain access to the latest technologies at the same time as the global launch and by offering a diverse and unique product portfolio, we strive not only to meet immediate customer expectations but also to enhance our customer lifetime value.”