Roborock, the Chinese leader in robot vacuum cleaners, has reinforced its dominance in the South Korean market with the release of its latest advanced AI-powered robot vacuums, the S9 MaxV Ultra and S9 MaxV Slim. The new models introduce a groundbreaking combination of thin designs and advanced technologies, marking a major leap in cleaning performance and data security.
At the 2025 Roborock New Product Launch event held on February 20 at the Grand InterContinental Seoul Parnas Hotel, Roborock showcased its new flagship products, highlighting their innovative features tailored for Korean consumers. Dan Cham, Roborock’s head of marketing for the Asia-Pacific region, emphasized the integration of sophisticated AI navigation that allows the vacuums to detect and avoid small obstacles, including wires and items as small as 2 cm. The S9 MaxV Slim stands out for its reduced thickness of just 7.89 cm, enabling it to navigate under furniture with ease. Additionally, it can detect thresholds and lift its front wheels to scale obstacles up to 4 cm in height.
Two distinct models—S9 MaxV Ultra and S9 MaxV Slim—target different market needs, with variations in sensor technology and mopping capabilities. The S9 MaxV Slim introduces advanced 3D Time-of-Flight (ToF) sensors and dual lidar systems, offering superior 3D environmental mapping. With 21,600 sensors and the ability to identify up to 108 obstacles, it excels in precise navigation of complex spaces. The vacuum is also equipped with rotating mops designed for high-pressure water cleaning.
The S9 MaxV Ultra, on the other hand, features an advanced two-dimensional laser sensor, which automatically adjusts its height to clean lower spaces. Unlike the Slim version, it incorporates an ultrasonic vibrating mop and a side auxiliary mop. Its impressive 22,000Pa suction power ensures effective cleaning, especially on carpets. The main mop vibrates 4,000 times per second to ensure thorough cleaning, while the side mop rises automatically to clean walls with precision. Additionally, the vacuum’s intelligent system detaches the mop when it detects a carpet, avoiding unnecessary wetting.
Since entering the Korean market in 2020, Roborock has rapidly gained market share, now holding nearly 40% of the domestic robot vacuum sector. The company’s annual sales surged by over 200%, surpassing 200 billion won in 2023, with 2024 projections continuing this upward trajectory. Roborock’s rapid rise in a market dominated by local giants like Samsung and LG is largely attributed to its AI-driven navigation and all-in-one mopping functionality, giving it a competitive edge.
In light of growing concerns surrounding data security, particularly regarding Chinese-made electronics, Roborock took steps to reassure customers. Cham addressed fears about data privacy, explaining that images and videos captured by the vacuums are encrypted and stored locally, not transmitted to servers. The products have earned top-tier security certifications from TVU Rheinland and UL Solutions, further reinforcing the brand’s commitment to protecting user data.
Roborock also dismissed rumors suggesting that user data might be shared with Chinese affiliates. Cham clarified, “All Roborock servers are based in the United States, and no data is sent to China. We fully comply with Korea’s data protection laws.” The company assured customers that it is fully committed to following Korean regulations and obtaining user consent for data processing.
Looking ahead, Roborock plans to expand its presence in the Korean home appliance market with the introduction of new products, including an upgraded washing and drying machine. The company also aims to enhance its after-sales service, currently available at over 330 locations nationwide, including Hi-Mart stores. Roborock plans to introduce a ‘door-to-door’ service to improve customer support even further.
With these advancements, Roborock is poised to continue its expansion, reinforcing its commitment to both innovation and customer trust in the competitive South Korean market.
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