Xiaomi officially introduced MIJIA in March 2016 as its dedicated smart home label. Prior to this launch, various smart devices were sold under the generic “Mi” branding through the company’s ecological chain partners. The establishment of MIJIA unified these diverse products under a single identity centred on intelligent living.

The name “MIJIA” is a portmanteau derived from:

• “Mi”, taken from Xiaomi
• “Jia” (家), the Chinese character for “home” or “family”

The brand’s stated mission is to enhance everyday comfort by linking household devices into a cohesive intelligent ecosystem.

MIJIA adheres to several core principles that define its product development:

• Minimalist design
• High-quality materials
• Affordable pricing
• Smart connectivity
• Energy efficiency
• Seamless automation

A significant number of MIJIA products feature clean white finishes and simple geometric forms, contributing to their distinct global recognisability.

The MIJIA portfolio has expanded to encompass hundreds of product categories across various aspects of domestic life.

Smart Cleaning

• Robot Vacuum Series
• Cordless Vacuum Cleaners
• Wet & Dry Vacuum Cleaners
• Handheld Vacuums
• Electric Mops

Air Care

• Air Purifiers
• Humidifiers
• Dehumidifiers
• Electric Fans
• Air Conditioners
• Smart Heaters

Kitchen Appliances

• Rice Cookers
• Electric Kettles
• Water Purifiers
• Induction Cookers
• Microwave Ovens
• Air Fryers
• Coffee Machines
• Refrigerators

Lighting

• Smart LED Bulbs
• Desk Lamps
• Ceiling Lights
• Night Lights
• Ambient Lighting

Personal Care

• Electric Toothbrushes
• Hair Dryers
• Electric Shavers
• Nail Clippers
• Massagers
• Smart Scales

Security

• Smart Cameras
• Video Doorbells
• Smart Door Locks
• Motion Sensors
• Smoke Detectors

Smart Living

• Smart Plugs
• Power Strips
• Bluetooth Thermometers
• Temperature Sensors
• Smart Curtains
• Door & Window Sensors

Furniture & Lifestyle

• Mattresses
• Office Chairs
• Pillows
• Luggage
• Water Bottles
• Umbrellas
• Storage Boxes

Tools

• Precision Screwdriver Sets
• Electric Screwdrivers
• Rotary Tools
• Tool Kits
• Laser Distance Meters

MIJIA products are engineered to communicate with one another via Xiaomi’s smart home platform. Common automation scenarios include:

• Air purifiers activating upon detection of poor air quality
• Lights switching on when motion is sensed
• Robot vacuums commencing cleaning cycles after occupants leave
• Air conditioners adjusting automatically based on ambient temperature
• Humidifiers maintaining preset humidity levels

Most devices are controllable via the Xiaomi Home app, supporting automation routines, scheduling, and voice commands.

The visual identity of MIJIA products is characterised by:

• A predominantly white colour palette
• Rounded edges
• Concealed controls
• Minimal branding
• Scandinavian-inspired aesthetics
• Compact form factors

This consistent design philosophy has earned the brand recognition within international design communities.

Unlike traditional manufacturers, Xiaomi develops many MIJIA products through an ecosystem partner model. These specialised companies design and manufacture goods according to Xiaomi’s quality standards while leveraging the parent company’s software platform, supply chain, and distribution network. Xiaomi retains oversight of product standards, design consistency, and ecosystem integration.

The majority of MIJIA devices support the following features:

• Remote control
• Device sharing
• Automation scenes
• Firmware updates
• Energy monitoring (selected devices)
• Voice assistant compatibility
• AI-powered routines

The Xiaomi Home app functions as the central hub for managing all compatible devices.

Although MIJIA originated in China, numerous products are now distributed globally through Xiaomi’s international stores and regional partners. In certain markets, including the Philippines, specific items may be marketed under the Xiaomi name rather than the MIJIA sub-brand, whereas the MIJIA branding remains predominant within China.2

Key product lines associated with the MIJIA brand include:

• Robot Vacuum Series
• Air Purifier Series
• Smart Air Conditioner
• Electric Toothbrush Series
• Rice Cooker Series
• Precision Screwdriver Kit
• Smart Scale Series
• Smart Camera Series
• Electric Scooter (early models in China)
• Air Fryer Series

MIJIA competes against established brands such as Philips, Dyson, Ecovacs, Roborock, Samsung Electronics, and LG Electronics. Its primary competitive advantage lies in offering feature-rich smart devices at comparatively affordable price points.

MIJIA is not an independent entity but serves as one of Xiaomi’s flagship product brands dedicated to smart home and lifestyle goods. Xiaomi operates multiple brands targeting different market segments:

• Xiaomi: Flagship products
• Redmi: Value-oriented devices
• POCO: Performance-focused smartphones
• MIJIA: Smart home and lifestyle

The MIJIA logo consists of a rounded square resembling a small shield containing the Chinese characters “米家”. According to Xiaomi, this shield-like motif symbolises reliability and protection within the smart home environment.3

MIJIA currently plays a pivotal role in Xiaomi’s broader “Human × Car × Home” strategy, which seeks to unify personal devices, smart home appliances, and vehicles into a single interconnected ecosystem. Xiaomi continues to expand the MIJIA portfolio with new AI-enabled appliances and connected lifestyle products.4

1. Xiaomi Corporation: Promoting a better life through innovative technology
2. Xiaomi Mijia 5 Pro (OV21CN) and Xiaomi Robot Vacuum 5 Pro (OV21GL) Are Different — Don’t Buy the Wrong One!
3. ペットケアからDIY、衣類メンテナンスまで。Mijia（ミージャ）ブランドより暮らしを彩る新製品4種を2月12日（木）同時発売 | 小米技術日本株式会社のプレスリリース
4. Xiaomi officially changes the MIJIA brand name to Xiaomi Smart Life – Gizmochina