IFA is a consumer electronics trade show held every September in Berlin, Germany, and is one of the main marketplaces for major retailers, buyers, industry experts and the media. We re-entered the show from 2017 and have exhibited our products and solutions as well as our 8K+5G and AIoT strategy.

However, since IFA 2021 has been cancelled due to COVID-19 pandemic, SCE decided to organize a roadshow event, namely “Sharp Xperience Tour 2021” to promote Sharp’s business vision along with its products and solutions in four European cities. In addition, SCE approached the IFA organizers about this event and made the roadshow an official IFA event.  Sharp is the first company to organize an event officially recognized by IFA.

[Four major cities and a touring schedule]

The exhibition will tour four major cities, starting in Paris, France on September 15^th, and will move to Milan, Italy, Gdansk, Poland, and Oxford, U.K. in the following schedule. Home appliances such as air purifiers, microwave ovens, and TVs as well as various audio products will be on display, together with e-scooters, which are popular in Europe.

[We interviewed Mr. Kai Thielen, Marketing Director (TVS and SAS) of SCE about his enthusiasm for the project.]

-This is the first time for SCE to hold an IFA roadshow.  What is the purpose of making Sharp roadshow an IFA event?

“Due to cancelation of IFA this year, the challenge was to have a key point of response at this timing, and we felt making this an IFA event will make it an additional key reason for our customers and media partner to join our 1^st SCE roadshow. Since many years we do have good relation to the IFA team, we were able to make this a “Joint promotion with IFA”. So with IFA association’s support, we will be the only one and 1st brand to jointly promote CE product for 2022 IFA”

-Do you have any targets you would like to achieve with Sharp Experience Tour 2021?

“Yes sure, this is first Sharp Roadshow after we changed our company name from UMC to Sharp Consumer Electronics. Our main communication goal is to show to our customer and media partner: SHARP IS BACK! We had a very successful Virtual Dealer Meeting at the beginning of this year, and now is the time for us to show what we achieved since then and present and demonstrate our latest products and technologies. Our guests will touch and feel and experience our products highlight. There will be newly launched categories within SAS (clean air and kitchen / eScooter for outdoor life and Aroma Diffuser for a balancing life). For TVs, we will launch our new Premium TV series including Gaming type (as a key for Entertainment life). Furthermore, in audio category there will be a launch of the new performance speakers (for outdoor and enhanced Music life). In a nutshell: We offer most valuable products and technologies for consumers as a part of their daily life.”

Thank you very much.
In the next article, we will show you how the event were held in each venue.