[DigitalToday reporter Jinju Hong] Dyson has unveiled its first personal fan, the 'HushJet Mini Cool fan'. The move draws attention because Dyson, known mainly for high-end home appliances, has stepped into the relatively cheaper small-appliance market.

TechRadar, an IT outlet, reported on April 8 that the product is designed for use not only indoors on a desk but also on public transport or outdoors.

The key features are an ultra-compact bladeless design and airflow performance. It runs for up to 6 hours on a single charge. It offers 5 airflow modes in total and includes a 'boost' button for quickly cooling down. The product weighs 212 grams.

Accessories are also geared for use on the move. The base package includes a neck dock for hands-free use, a charging stand, a travel pouch and a USB-C charging cable. A universal mount to attach it to a stroller or exercise equipment, and a clip grip to fasten it to a bag strap or jacket, are sold separately as accessories. The package targets demand for commuting and outdoor activities as well.

Noise control was also presented as a point of differentiation. Dyson introduced the use of a 'HushJet nozzle' to reduce irritating high-frequency wind noise. While the product has a design that stands out, the focus is on keeping operating noise relatively quiet.

It comes in 3 colors: Ink·Cobalt, Carnelian·Sky and Stone·Blush. Dyson introduced the option so users can choose a color to match their outfit. It adds a fashion element to a fan market that has been centered on function-focused small appliances.

The launch comes as competition in personal cooling devices intensifies. The HushJet Mini Cool fan was released a few weeks after Shark unveiled its 'ChillPill'. Both are rechargeable-battery products aimed at indoor and on-the-go use, but their approaches differ.

Shark's ChillPill has a mist attachment that sprays quick-drying water vapor and a cooling plate designed to be placed on pulse points. Dyson's product lacks those add-on functions, but it is lighter and cheaper. Shark's ChillPill is priced at $149.99 and the HushJet Mini Cool fan is $99 (about 140,000 won).

Dyson's strategy, emphasizing price and weight, is interpreted as putting more weight on portability and accessibility than on expanded functions. By widening mounting and wearing options through separate accessories, it targets demand between a small desk fan and a portable fan.

Dyson's HushJet Mini Cool fan is due to go on sale late this month on the Dyson website and at Dyson Demo Stores. Dyson Korea said a South Korean release is planned for May, but the domestic retail price has not been set.