HATARI at IFA 2026: From Thailand to Berlin, a First Step Built on Listening

At Berlin's IFA show, visitors expect to see giant OLED screens, AI-powered refrigerators and robot assistants with more processing power than computers had five years ago. Against that backdrop, one of the more intriguing stories this year comes from a Thai company that makes box fans.

HATARI is not coming to IFA to unveil a product with fireworks and a stage show. It is coming to do something quieter: listen. At Hall 26c, Stand H26c-328, the Thai manufacturer is taking its first deliberate step into Europe. The centrepiece is a compact fan called the WindBox, but the bigger story is the approach behind it.

Who Is HATARI?

HATARI has been part of everyday life in Thailand for more than 35 years. The company's history dates back to 1980, when it began as Wanavit Manufacturing, an OEM producing fans for Japanese brands. It was formally incorporated as Hatari Electric Co., Ltd. in 1990.

Today, HATARI is Thailand's leading airflow solutions brand. It produces more than 8 million units a year and manufactures approximately 90% of its components in-house.

That matters. HATARI is not simply putting its logo on another company's fan. It makes the motors, blades, housing and other key components itself. For a brand that may be unfamiliar to international consumers, that manufacturing capability is a strong credential.

HATARI is also realistic about its position in the global market. Relatively few Thai electrical appliance brands have established a significant international presence. HATARI wants to change that, but not by assuming it already has all the answers.

The company's brand direction is simple: "Powered by Wind. Designed for Life." That philosophy extends beyond product design. At Bangkok Design Week 2025, HATARI partnered with Italian product design firm Habits Design Studio to create "500 Cubic Meters of Wind: The Art and Power of Design", an immersive exhibition exploring the relationship between engineered airflow and emotional connection. The project also involved concept development with Chulalongkorn University, signalling a long-term investment in design-led thinking.

This focus on durability and efficiency aligns with the broader benefits of owning energy-efficient appliances, which can reduce long-term costs and environmental impact.

What to Expect at HATARI IFA 2026

What makes HATARI's presence at IFA 2026 different is that it is not yet a full European commercial launch. The company is explicit about this. IFA Berlin 2026 is a first step — an opportunity to establish a presence, introduce the brand to the international market, meet potential partners and learn what European markets actually need in terms of airflow and everyday comfort.

That framing matters. Rather than entering Europe assuming it already has all the answers, HATARI is bringing its airflow expertise to Berlin to demonstrate its products, listen to buyers and industry partners, and better understand European expectations around airflow, efficiency, design and everyday living.

As the company puts it: "Comfort is universal, but how people experience and need comfort differs from market to market."

The featured product is the WindBox (Model WB10D1), a compact box fan built around the idea that practical comfort and modern design can coexist. It offers three adjustable wind levels and tilts by up to 42 degrees. Its smart easy-open design makes cleaning simple, while its distinctive square form fits naturally into a range of interiors. HATARI backs it with a three-year warranty.

Beyond the hardware, the brand is expected to showcase its "Fan It Forward" sustainability initiative. Consumers can bring in an old fan of any brand, which HATARI will recycle through a closed-loop system. In return, they receive a discount voucher for a new HATARI fan. The company's stated goal is to collect 4,000 old fans by 2027, which it projects will reduce carbon dioxide equivalent emissions by 20 tonnes.

For Europe, where regulators are pushing hard on repairability and electronic waste, this is more than a feel-good story. It signals that HATARI is considering the full product lifecycle before entering the market.

Product Spotlight

HATARI WindBox (WB10D1) — Featured Product

The WindBox is the centrepiece of HATARI's IFA 2026 presence. Its proposition is straightforward: compact comfort designed for modern living. It draws 20 watts of power on standard European 220V/50Hz current and runs at 1,267 revolutions per minute. Three adjustable wind levels give users control over airflow, while the tilt angle of up to 42 degrees allows air to be directed where it is needed.

The details are important. The fan is engineered for quiet operation, a key consideration for European homes and apartments, which are often smaller and more closely situated. Its front grille uses an easy-open design for cleaning, addressing one of the most common complaints about box fans: they can trap dust and be difficult to maintain.

The design also includes hidden cord storage in the base, keeping the fan free of visible cable clutter when it is not in use. Measuring 25.5 × 15.0 × 29.9 cm and weighing 2.1 kg, the WindBox is compact enough for a desk, shelf or bedside table without dominating the room.

The WindBox is available in four colours: Frosty White, Silky Sand, Olive Green and Midnight Black. The Olive Green and Silky Sand options point to a design-conscious aesthetic aimed at buyers who consider how appliances fit into their interiors, rather than simply looking for the cheapest way to beat the heat.

HATARI HandyWind Max Mixed Color (H2P5D1)

The HandyWind Max is now available in a Mixed Color edition, which HATARI is bringing to IFA 2026. Its three colourways — Rose Beat, Galaxy Stage and Candy Wave — deliberately move away from standard appliance finishes. These are not colours typically associated with fans, and that is precisely the point.

Its specifications remain focused on portability. The fan runs on 3.7V with a 4W motor that spins its 2.5-inch propeller at 5,261 revolutions per minute — surprisingly fast for a device weighing just 0.19 kg. Three adjustable wind levels allow users to set the airflow, while the 80-degree front-facing airflow design directs the breeze where it is needed.

A magnetic base provides stable hands-free placement, while a USB-C port enables fast, convenient charging. Lock mode prevents accidental activation in a bag, and the button switch keeps operation simple.

Measuring 8.5 × 8.4 × 18.6 cm, the fan is easy to carry in a bag or backpack. The one-year warranty covers the motor and build quality.

Beyond the specifications, the HandyWind Max is notable for its collaboration angle. HATARI partnered with K'Mod, a renowned art-toy artist from Molly Factory known for the CryBaby design, to create CryBunny and CryTeddy editions. The Mixed Color variants continue that creative direction, positioning a handheld fan as a personal accessory rather than merely a utility device. It suggests that HATARI sees portable technology as being as much about personal expression as performance.

HATARI Air Purifier (AP12R1)

The AP12R1 shows that HATARI is thinking beyond fans. It is a 49W air purifier with a four-stage filtration system: Pre-Filter, Bio Filter, HEPA Filter and Activated Carbon Filter. The HEPA filter is rated at 99.97% efficiency, which is standard for the category. Coverage is rated for optimally sized rooms of 20–32 square metres, with noise levels ranging from 30 to 43 dB.

The unit measures 39.0 × 19.3 × 53.5 cm and weighs 5.3 kg. Four fan speeds and a remote control make it easy to adjust from across the room.

Notable features include a PM2.5 sensor with display, Auto mode and a filter-change alert. These are features consumers might expect from established global brands, rather than a company taking its first step into Europe. They indicate that HATARI has the technical capability to compete, even as it takes a measured approach to entering the market.

Why It Matters: The Listening-First Approach

In an industry where brands often launch first and ask questions later, HATARI's approach at IFA 2026 is notably different. The company is explicitly presenting the event as a learning opportunity, not a launch. It plans to use what it learns this year to strengthen its products, international readiness and European proposition, with the ambition of returning to IFA in September 2027 with a stronger presence.

That is not a weakness. It is a strategy.

Demand for cooling is rising globally, but so is pressure to reduce energy consumption. A 20W fan such as the WindBox is an extremely efficient way to cool a person. For more on how efficient appliances can reduce household energy use, see TechTimes' guide to home technologies that save energy and money.

HATARI is entering a European market increasingly sceptical of energy-hungry air-conditioning units and looking for more sustainable solutions. The "Fan It Forward" programme addresses a direct question from European consumers: "What happens to this product when it reaches the end of its life?" By answering that question before it launches, HATARI is positioning itself differently from the flood of disposable electronics.

As Ms Tassaluck Panichatrakul, R&D assistant managing director, explained at Bangkok Design Week 2025: "Hatari focuses on developing products that are not only aesthetically pleasing for domestic interiors but also functionally elevating for users' lifestyles."

Closing

HATARI is not trying to conquer Europe overnight. It is bringing manufacturing experience, practical design and a willingness to listen before launching. That is a surprisingly grounded proposition for a show filled with robot vacuums and smart refrigerators. The WindBox is the centrepiece — a compact box fan that demonstrates cooling does not need to be overcomplicated. HATARI can be found at Hall 26c, Stand H26c-328. For more information on the WindBox or the "Fan It Forward" programme, visit hatari.co.th.

Originally published on Tech Times