While many refrigerator brands in Southeast Asia continue to compete through Price Wars, leading players are increasingly shifting toward Premium, value-driven strategies. By focusing on product innovation, localized design, advanced food preservation technologies, and energy efficiency, premium brands are better addressing the region’s consumer demand for quality, performance, and modern kitchen aesthetics. This strategic shift not only enhances brand positioning but also supports sustainable growth, reflecting a broader transformation of competition in the Southeast Asian refrigerator market—from price-led rivalry to value-based differentiation.