Ongoing push for leadership in smart home appliances: Dreame’s Cici Cheng shares lessons from scaling a global brand
The Consumer Electronics Show (CES) 2026 featured major participation from leading technology companies showcasing new innovations, technologies, and products. As part of MENA TECH’s coverage of the event, our team conducted an interview with Cici Cheng, Brand Director at Dreame. She highlighted the company’s newest products, explained the vision guiding its product design, and discussed Dreame’s regional presence in the Middle East.
What are the key new products you are showcasing at CES 2026?
This year, we have two truly distinctive booths showcasing Dreame’s full, integrated home appliance ecosystem, including cleaning devices, major home appliances, televisions, and kitchen tools. We are focused on providing all the tools and devices users need in their homes.
For example, in the cleaning category, we launched a new robot vacuum, the X60 Ultra Complete series. We are also showcasing the Aqua Roller Complete vacuum, along with advanced technologies such as CyberDex and Cyber10. In televisions, we have the Aura Mini LED 4K smart TV. We are presenting a wide and diverse range of products at this exhibition.
Can you tell us about the philosophy Dreame follows across all its products? What are your goals and objectives?
Dreame was founded in 2017, so we have only been around for about 8 years, and we are still a relatively young brand. But I believe we have achieved significant milestones in several major countries. Dreame’s vision has been clear since the beginning: we believe in using technology to support human progress and civilization. That is why we continue to evolve and innovate to deliver distinctive smart technologies and smart home products to consumers around the world. We also aim for Dreame to become a leader in cleaning devices and smart home appliances. That is the goal we are working toward.
What should consumers expect when they buy products from your brand?
At Dreame, we have been committed to listening to customer feedback since the company’s founding. Today, we have more than 18,000 employees worldwide, and we continuously research, explore, and apply modern technologies in our products. We also hire a local team in each market to listen to customer feedback and expectations across all product categories.
Technology keeps advancing, and customer expectations rise with it. That is why we developed new robotic devices for cleaning tasks, so customers do not have to spend long hours on household work. For example, we have vacuum devices that combine dry and wet cleaning to save users time. This is what we do every day at Dreame: we listen to customer expectations in each product category and assess whether we can deliver better features at a reasonable price.
What is Dreame’s ultimate goal?
We truly aim to become one of the world’s largest fully integrated technology ecosystems. It is a bold goal, but I believe we are moving toward it with confidence because we have a strong research and development team, a capable product team, and local operations in some key countries. We also work with retailers and distributors to ensure we can deliver the best products for each market worldwide.
At this point, Dreame products have been sold in more than 120 countries and regions. With strong research and development, a strong product team, and an efficient supply chain in China, we are well-positioned to pursue that ultimate goal.
Can you tell us about your presence in the Middle East and which markets carry your products?
The Middle East and Africa region is very important to Dreame and is one of our priority markets. We currently have an office in Dubai with more than 15 employees working closely with retailers. We also have two standalone stores, one in the Mall of the Emirates and another in Dubai Hills Mall, and we will open another store in the Dubai Mall soon.
We are also planning to expand into other countries, such as Saudi Arabia, in 2026. In this context, I can share important news with MENA Tech: we will soon launch new products that have not yet been announced, such as mobile phones and electric vehicles. That means Saudi Arabia will be a major market for us in those categories, as well as in major home appliances and cleaning tools. We have hired a local team in Saudi Arabia and will invest more there in 2026. We will also hold a product launch event in Saudi Arabia in late January or early February.
In addition, Dreame has begun operating in other countries, including South Africa. Our approach is to adopt a local strategy for each market. We will not simply launch the same products we sell elsewhere, as traditional brands often do. Instead, we develop products to fit the target market, survey customers for feedback, and listen to our partners and retailers to understand what local consumers need. Needs vary widely from one market to another, and we aim to introduce the right product in each new market we enter to meet consumer demand.
