When Europeans Start Using Chinese Air Conditioners: Shedding the 'Made in China' Stigma

Thirty-six-year-old Steven Scholtysek, a German engineer, is no stranger to European heatwaves. He has endured sweltering summers since childhood. But this year’s heatwave has been especially unbearable. Western Europe experienced its hottest June on record, with temperatures in several German cities soaring above 40°C (104°F). The region is bracing for more heatwaves before summer ends.

To make matters worse, Scholtysek recently moved into a loft apartment—the kind notorious for trapping heat. "Living a normal life during summer in these attic apartments is impossible," says Scholtysek, who lives in Hamelin, a town in central-northern Germany.

He soon stumbled upon a portable split air conditioner made by Chinese appliance giant Midea, specifically designed to comply with European regulations. His experience is becoming increasingly common across Europe—a region with traditionally low air conditioning ownership.

While many households from the U.S. to Asia have air conditioning, most units require drilling for installation, making them unsuitable for European homes. But newer Chinese models don’t require this, meaning they comply with Europe’s strict historic building preservation rules.

Now, as heatwaves grow more intense, more Europeans are turning to air conditioning—and Chinese brands are meeting this surging demand.

Denis Yurchak, a resident of Vienna, told the BBC he first encountered these Chinese air conditioners a few weeks ago while researching options. During the peak of the heatwave, he said he was running it "basically 24/7."

Cooling Demand

Midea told China’s state-run Global Times that its sales in countries like France, Spain, Germany, and the UK have grown over 70% year-on-year. Midea’s European office declined to confirm these figures to the BBC.

Ralph Kobsik, General Manager of Midea’s European operations, said in a statement to the BBC: "We see considerable long-term growth potential in Europe."

Chinese tech firm TCL Technology told the Global Times that its air conditioner sales in France alone have grown by over 300%.

Gree, a Chinese manufacturer and one of the world’s largest air conditioner producers, told the BBC that demand for its units this summer has been "noticeably stronger."

"Many of our customers are first-time buyers," Gree said in a statement. "Increasingly frequent and longer-lasting summer heatwaves are clearly changing consumer attitudes."

But air conditioning comes with drawbacks. According to a 2024 report, air conditioners account for 7% of global electricity use and emit 2.7% of the world’s CO2 emissions from fossil fuels and industry.

Environmental advocates and politicians across Europe have long opposed air conditioning due to its high energy consumption. Some argue that by expelling hot air outdoors, AC units could exacerbate outdoor temperatures in densely populated areas.

Some residents simply see air conditioners as a waste of money, since they’re typically used for only one or two uncomfortable weeks per year. But for others, it’s a necessary purchase.

In late June, as France recorded its hottest day on record, hundreds of schools were forced to close. Days later, France’s power company announced it would invest €80 million ($68 million; $91 million USD) to install cooling systems—including fans and air conditioners—in schools and community recreation centers.

The World Health Organization’s European office recommends a "prudent and flexible use of air conditioning," stating that while it is not a sustainable solution for extreme heat, it remains "crucial for protecting people at increased risk from high temperatures."

Shedding the 'Made in China' Stigma?

All of this is being hailed by Chinese media as a victory for 'Made in China' goods—a label long associated with low-quality, often cheaply made products.

"Chinese air conditioners becoming essential household items in Europe is not merely a trade phenomenon, but a microcosm of 'China-style empowerment,'" wrote a commentary in the state-run People’s Daily.

Indeed, Europeans who have bought Chinese air conditioners told the BBC they were surprised by their origin.

"The marketing and design aren’t what I was used to with older Chinese products. It’s more modern," said Scholtysek in Germany. "And when I received it, the quality was comparable to what I’ve been used to in Europe or elsewhere."

This is part of a "broader shift" in the image of Chinese tech products, Scholtysek said, one that includes drone maker DJI and electric vehicle brands.

Adrien Olar of France is one of the new consumers who recently bought his first air conditioner—and "maybe my first Chinese product ever." Before that, he cooled off at home by splashing water on his face.

But those days are over: "When I walk into the room, it’s like stepping into a fridge. It’s a very, very nice change."