IFA executive director Jens Heithecker expects Samsung to unveil the Galaxy Note 8 in Berlin this year.

"My personal perspective is that IFA would be the better place (to unveil the new Note smartphone)," he said at an IFA press conference in Lisbon on Saturday (22 April), reports the Korea Times.

"The big advantage is that we have a lot of media and journalists from all around the world in Berlin. It is not possible to bring them all together in other cities wherever it is, in August. That's our offer," said Heithecker.

Starting with the first generation Galaxy Note to Note 2, 3 and 4, Samsung chose the IFA trade show to showcase the devices. After that, it made New York the venue to unveil the Note devices targeting the North American market.

"Samsung will have the biggest presentation as well this year as far as we know, and we are very happy to have Korean industries such as Samsung, LG and other companies in our show," Heithecker said.

Recently, executives of several Korean companies such as Samsung president Yoon Boo-geun and LG Display CEO and vice chairman Han Sang-beom delivered keynote addresses at the IFA opening ceremony. Heithecker said discussions were under way for a keynote address by a Korean company's executive every year.

"Over the last few years, we had so many Korean companies' executives on our stage, which I made me proud as people were wowed, saying Korean industries are so strong on the stage," he said.

Pointing out the aggressive moves of Samsung and LG in the European electronics market, Heithecker said non-European electronics makers should focus on the market to establish their brands and products.

"Europe is one of the dominant markets worldwide and you have to be there and be successful for your brand. That is the challenge for the companies," he added.

"For outsiders, the European market is a tough market, because we have very strong European home appliance industries. We see different habits of consumers from different regions and continents, especially for washing machines and fridges. For example, no one outside Korea needs a fridge for kimchi [a staple in Korean cuisine]."