After covering the major international dental exhibitions - IDS 2025, Chicago Midwinter, and AEEDC, stepping into MIDEC 2025 in Kuala Lumpur, Malaysia, offered a completely different yet equally fascinating perspective on digital dentistry's global evolution. While international shows dominate headlines with their premium technologies and established brands, MIDEC provided a glimpse into how digital transformation is unfolding in emerging markets.
What struck me most wasn't the smaller scale, which was expected, but rather the complete dominance of a different ecosystem. This wasn't just a scaled-down version of international shows; it was an entirely different digital dentistry landscape, one where Chinese manufacturers seem to reign supreme and price-sensitivity drives the market in directions different than those in premium international exhibitions.
To truly understand the democratization of digital dentistry happening globally, consider this: the emerging markets have a huge population of dentists who are still not digitized. This is a massive opportunity for companies to enter, but accessibility and affordability are reshaping who can participate in the digital revolution.
So let's recap MIDEC 2025..
Key Emerging Market Trends at MIDEC 2025
Price-Sensitive Digital Adoption
Unlike some international expos where cutting-edge features and AI capabilities dominate marketing messages, MIDEC 2025 seemed to operate on different principles. Price wasn't just a consideration; it was one of the primary drivers of many conversations, almost every product demonstration, and every purchasing decision.
The value propositions were refreshingly straightforward: deliver essential digital functionality at price points that actually make economic sense for emerging market practices. Remember, some of these dentists earn hundreds of USD per month, in stark contrast to the tens of thousands seen in the West.
This price-centric approach is reshaping the entire competitive landscape. Where established brands chase incremental improvements in already sophisticated systems, emerging markets are experiencing dramatic accessibility breakthroughs that are bringing digital dentistry to practitioners who never thought it would be financially viable.
Chinese Technology Seems to Dominate
The most striking aspect of walking through MIDEC was what was noticeably absent. Gone were the massive, premium booths of 3Shape, the sophisticated software demonstrations from exocad, or the comprehensive ecosystems typically showcased by digital dentistry leaders. Instead, the exhibition floor belonged almost entirely to Chinese manufacturers.
This dominance extends far beyond simply offering cheaper alternatives. These companies have built comprehensive support infrastructure, established reliable supply chains, and developed products specifically for regional needs and constraints. They're not just competing on price - they're delivering solutions designed for emerging market realities.
Digital Everywhere - The Universal Transformation
Perhaps the most significant observation from MIDEC 2025 was how digital dentistry has become the aspirational standard even in markets where adoption rates remain relatively low. Despite cost constraints and infrastructure challenges, digital solutions commanded center stage throughout the exhibition.
This wasn't about current widespread implementation; it was about universal recognition that digital transformation is inevitable. Digital is the standard of care now. Even practices that haven't yet made the transition were actively engaging with digital technologies, planning adoption strategies, and evaluating options. The question is no longer whether digital dentistry will reach emerging markets, but rather which solutions will make it accessible and sustainable for these practitioners.
The enthusiasm and engagement around digital solutions at MIDEC demonstrated that the digital revolution isn't confined to wealthy Western markets - it's a global phenomenon happening at different speeds and price points, but with the same ultimate destination.
The MIDEC Exhibition Floor: A Different Digital Landscape
MIDEC 2025 revealed something remarkable - an entirely parallel digital dentistry ecosystem. Gone were the towering booths of industry leaders. Instead, I found myself immersed in a completely different competitive landscape, one that offers fascinating insights into how digital transformation unfolds when industry giants are not as present.
What struck me most wasn't just the absence of these familiar brands, but the presence of products that literally don't exist in established markets. These were simplified versions of the premium solutions specifically for emerging markets.
The exhibition halls buzzed with genuine excitement about digital possibilities, perhaps more palpably than at some international shows where digital dentistry has become routine.
Here, practitioners were encountering transformative technologies for the first time, and their engagement reflected the profound impact these accessible solutions could have on their practices. It is a great time to go digital.
When Western Leaders Are Absent, Others Rise
What happens to digital dentistry when the companies that define it in established markets simply don't seem to have as much market presence?
The answer isn't too surprising - an entirely different landscape emerges, one built on different priorities and serving different needs. Here are some of the main digital companies at the show.
Alliedstar
Alliedstar's commanding presence at the expansive Titan Dental booth clearly demonstrated they're thriving in emerging markets through strategic segmentation.
While parent company Straumann maintains premium positioning in Western markets, Alliedstar operates as an independent entity in these regions, enabling radically different pricing approaches without compromising the Straumann brand.
Their regional success story centers around their popular AS series of scanners, which has found strong traction among emerging market practitioners. But what caught my attention was their emerging market-specific variant - the AS260 A - essentially an AS260 scanner in grey with dramatically more aggressive pricing at around $4,000 USD.
This pricing represents less than half the cost of comparable scanners in established markets, suddenly making digital scanning accessible to practitioners who could never justify premium alternatives. The economic impact is significant - transforming digital dentistry from an aspirational luxury into a viable practice investment.
Shining 3D
In established markets, Shining 3D positions itself as a premium challenger, with its Elite scanner competing directly against industry leaders like TRIOS and Medit. But at MIDEC, they weren't even showcasing the Elite much. Instead, their booth revolved around the Aoralscan Lync - a product unknown in Western markets.
The Aoralscan Lync is essentially an updated Aoralscan 3 with improved hardware but deliberately restricted software functionality - scan and send only, no apps, just 100GB storage. Interestingly, it's calibration-free, unlike both the Aoralscan 3 and Elite.
The price? $3,500 USD.
Shining 3D clearly can offer full functionality at this price point, but they're strategically restricting features to maintain their premium positioning elsewhere. It's a smart global pricing strategy - serve price-sensitive markets without undermining premium products, creating a portfolio spanning $3,500 to $20,000 USD.
The Lync represents significant progress in democratizing digital dentistry access. But it creates a fascinating challenge for established leaders like Dentsply Sirona, 3Shape, iTero, and Medit: how do you compete with a $3,500 scanner when your entry-level offerings cost multiples more?
Runyes
Runyes showcased their multi-product strategy with an expansive booth that revealed something crucial about how digital adoption actually happens in emerging markets. Their display featured an ecosystem spanning intraoral scanners, photogrammetry solutions, software, and supporting digital equipment - essentially creating the complete digital workflow that established companies typically do not offer at accessible price points.
It's genuinely nice to see a provider committed to serving emerging markets with solutions. Runyes is making technologies like photogrammetry - typically reserved for high-end practices due to cost barriers - accessible to practitioners who could never justify alternatives. Their approach democratizes advanced digital workflows that were previously exclusive to established markets.
Sometimes the biggest opportunities exist not in competing directly with established leaders, but in serving the markets they've effectively abandoned through pricing strategies or regional availability decisions.
The Energy of Digital Transformation
Despite the focus on affordability over cutting-edge features, the enthusiasm at MIDEC was palpable. There was genuine excitement about digital possibilities, perhaps even more so than at premium international shows. Here, practitioners were discovering digital workflows for the first time, and their engagement reflected the transformative potential these technologies represent for their practices.
The conversations weren't about marginal improvements or the latest AI features - they were about fundamental practice transformation. This energy reminded me why digital dentistry matters: it's not just about having the most advanced technology, but about making sophisticated capabilities accessible to practitioners who can benefit from them most.
Conclusion - the Real Digital Revolution
MIDEC 2025 revealed a parallel digital dentistry universe - one where different companies dominate, different priorities drive development, and different pathways lead to digital transformation. This isn't simply a delayed or simplified version of what's happening in established markets; it's a fundamentally different approach to dental digitalization.
The implications are profound. Chinese manufacturers aren't just refining their offerings for emerging markets; they seem to be systematically outcompeting premium brands in these regions. The price points, ecosystems, and regional adaptation strategies showcased at MIDEC suggest digital dentistry's future will be far more diverse than what many premium-focused expos in the USA, ANZ, Europe, etc, indicate.
What MIDEC ultimately demonstrated is that digital dentistry has become truly global - not just in aspiration, but in practical implementation. The enthusiasm for digital transformation was as palpable in Malaysia as at any premium international exhibition, proving that the digital revolution transcends economic boundaries. While the tools and price points may differ between markets, the fundamental shift toward digital workflows is universal, irreversible, and accelerating everywhere.