New LG MAGNIT Delivers Sublimely Immersive Home Cinema Viewing Experiences

Designed for Home Entertainment, LG’s Premium Micro LED Offers Stunning 4K
Images on a Breathtaking 118-Inch Display and Easy Content Access With webOS

SEOUL, Sep. 11, 2023 — LG Electronics (LG) announces the newest addition to its LG MAGNIT lineup of premium Micro LED displays. The new model (LSAL006) provides immersive home entertainment experiences via an expansive 118-inch, 4K (3,840 x 2,160) resolution screen featuring LG’s Micro LED technology and a miniscule 0.68-millimeter pixel pitch. Possessing the elegance and scale befitting a super-luxury residence, the impressive display offers a seamless user experience with webOS, a wealth of content services, and convenient streaming from a wide range of devices.¹

Delivering unparalleled picture quality through the brilliance of Micro LED technology, the new LG MAGNIT allows customers to enjoy complete viewing immersion in the comfort of their own homes. The cutting-edge display’s micro-scale pixels and the integration of LG’s Surface Treatment technology ensure excellent image reproduction with vivid colors and outstanding contrast.

Equipped with the company’s AI-powered ɑ (Alpha) 9 Intelligent Processor, LG MAGNIT optimizes picture quality for various types of content, including movies, sports and games. The processor leverages advanced deep-learning algorithms and an extensive visual database covering a wide range of content genres, enabling it to intelligently analyze and adjust image quality according to what the user is watching. Along with automatic genre-based picture optimization, LG MAGNIT features AI brightness control and comes with functions that enhance facial detail and upscale on-screen text, boosting usability and viewers’ sense of immersion.

LG’s new Micro LED also features the company’s own webOS smart TV platform, which offers easy navigation and access to a growing catalog of popular streaming apps, including Amazon Prime Video, Disney+ and YouTube.² Incorporating two 50W, 4.2 channel speakers and supporting enhanced audio return channel (eARC), LG MAGNIT lets users enjoy bold, cinematic sound that helps make their favorite content lifelike.

LG’s latest LG MAGNIT boasts seamless connectivity, with support for Apple AirPlay 2 and Miracast to mirror the mobile screen from both iOS and Android OS devices. It also comes with four HDMI 2.1 ports for convenient connection to compatible devices, has built-in Bluetooth and is WiSA Ready for wireless spatial sound. For installation flexibility, customers have the choice of wall-mounting or the stand-type option.³

Additionally, LG’s latest Micro LED prioritizes user safety, and the safety of the installation environment, as evidenced by its successful completion of flame-spread tests. The product’s BS476 Part 7 Class 1 rating⁴ underscores its exceptional fire resistance. Furthermore, LG MAGNIT adheres to international certification standards aimed at alleviating visual fatigue, emitting low levels of blue light.⁵

As demonstrated at CEDIA Expo 2023 (September 7-9, Denver, Colorado), the world’s premier event for residential tech, LG MAGNIT takes home theater to the next level when paired with the premium home audio solutions from Bang & Olufsen.⁶ LG’s continuing collaboration with Bang & Olufsen – which began with the 136-inch LG MAGNIT and has now been extended to the 118-inch model – brings customers remarkable home cinema experiences.

“The new LG MAGNIT introduces our state-of-the-art Micro LED display technology to private homes, allowing residential customers to experience impressive picture quality on a cinematic scale,” said Paik Ki-mun, senior vice president and head of the Information Display business unit of LG Electronics Business Solutions Company. “We will continue to expand our lineup of Micro LED products for home use; complementing the new 118-inch model and previously released 136-inch model with innovative solutions that further strengthen our leadership in the premium display market.”

The new LG MAGNIT is currently available in the U.S. and will be rolled out to markets worldwide starting this month. To learn more about the cutting-edge product, visit LG.com.

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¹Streaming performance depends on the quality of the network environment.
²Many streaming apps available on webOS require a paid subscription.
³ Wall-mount and stand types are available as purchase options.
⁴ The LED module with product number (LSAL006) has been evaluated for spread of flame at 1.5min and final spread of flame under BS 476 Part7:1997COR.1:2014 procedures, verified by BST Testing Co., Ltd in July 2023, and has satisfied Class 1 (165+25mm) standard requirements. (Certification number XD444237674070401SR)
⁵ The LSAL006-G2* LED module passed a TÜV Rheinland-approved test following “2 PfG Q2498/09.19 Eye Comfort 2.0 Evaluation,” which covers various performance aspects including white balance, color difference, gamma difference, wide color gamut, low blue light and flicker management. (Verification Code: Q50598152)
⁶ Bang & Olufsen speakers require separate purchase and installation.

LG Unveils Limited Edition ‘League of Legends’ UltraGear Gaming Monitor

Limited-edition League of Legends UltraGear OLED gaming monitor

Sporting an Exclusive Theme Inspired by the Globally Popular Game, the 27GR95QL
Delivers Immersive Gaming on Its 27-Inch, 240Hz-Refresh Rate OLED Display

SEOUL, Sep. 8, 2023 — LG Electronics (LG) is releasing a limited-edition UltraGear™ OLED gaming monitor (model 27GR95QL) for League of Legends fans. In addition to a vibrant 27-inch OLED display boasting a fast 240Hz refresh rate, the monitor features distinctive League of Legends-themed designs and icons applied to its exterior and on-screen menus, developed with valuable feedback from League of Legends gamers. As one would expect of an UltraGear product, the 27GR95QL delivers smooth, immersive gaming experiences and comes packed with gamer-centric features.

The limited-edition League of Legends UltraGear OLED gaming monitor is the latest example of LG’s strong partnership with Riot Games, the developer and publisher of League of Legends. First released in 2009, the beloved multiplayer online battle arena game now has the largest gaming fandom in all of esports. Over 600 million fans have played League of Legends over the past decade and the game has amassed an average of 180 million players per month.

Designed with League of Legends enthusiasts in mind and ideal for competitive play, the 27GR95QL provides a generous 27-inch screen size, a high refresh rate and a response time of just 0.03 milliseconds Gray-to-Gray (GTG). The monitor’s QHD (2,560 x 1,440) resolution OLED display also supports HDR10 and covers 98.5 percent of the DCI-P3 color gamut, helping to bring gameplay to life with vivid, accurate colors, sharp detail and great contrast.

LG’s limited-edition UltraGear OLED gaming monitor adopts the Hextech-themed design of League of Legends, incorporating icons and imagery from the game into its menu screens and on its bold, stylish exterior. Well-known symbols and motifs from the game have been applied to the back of the monitor and to the front of its stand. On each screen, gamers can enjoy options and settings menus bearing the game’s logo – complete with fonts and borders that evoke the feeling of the League of Legends universe.

Beyond the new limited-edition UltraGear OLED gaming monitor, LG and Riot Games have partnered on a number of initiatives aimed at growing esports internationally. LG has been the Official Display Partner for the League of Legends European Championship (LEC) since 2022, lending its support to the professional league by equipping its top-tier teams with state-of-the-art UltraGear gaming monitors.

“We are excited to unveil our limited-edition, League of Legends-themed LG UltraGear OLED gaming monitor, which offers premium performance and a stunning design created especially for the millions of League of Legends fans worldwide,” said Sung Jun-ho, head of the IT overseas sales & marketing division of LG Electronics Business Solutions Company. “LG is dedicated to promoting esports culture around the world and will continuously provide premium UltraGear gaming products that meet gamers’ needs.”

The LG UltraGear limited-edition League of Legends model is available exclusively in the United Kingdom, France, Germany, Spain, Sweden, Italy, Saudi Arabia and South Korea and can only be purchased from LG.com in those countries. Customers who pre-order the 27GR95QL will receive three skin codes of popular League of Legends champions.^* To learn more about the upcoming LG UltraGear news, visit the official LG UltraGear Twitter account (@UltraGearGaming).

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* The availability and duration of the pre-order may differ depending on the country.

LG OLED Lights up Seoul With Artistic Elegance

Seoul is shining brighter than ever in September thanks to the inspiring artworks brought to life by LG OLED. With inspirational art collaborations being unveiled across the city, LG OLED is again shedding light on its endless potential as the ultimate digital canvas for artists, courtesy of unmatched picture quality and unique form factors. This ongoing project underscores the premium TV brand’s unwavering commitment to giving people the opportunity to experience the wonders of art across the city.

Having experienced the international art fair as the Global Partner of Frieze LA, Frieze New York and Frieze London, LG OLED is now celebrating its starring role as Headline Partner of Frieze Seoul 2023 (September 6-9) with a special Whanki Foundation collaboration. As part of this partnership, LG is presenting “We Meet Again in Seoul” which features a curated selection of works by master of Korean abstract art, Kim Whanki. Inside the LG OLED Lounge at Frieze Seoul, twelve original artworks by this legendary artist are on display alongside five exceptional digital expressions to demonstrate how LG OLED elevates the art experience as the perfect digital canvas.

Among them are Where, in What Form, Shall We Meet Again and 25-III-69 #46 from his final influential years in New York, which both exemplify the unique “dotstyle” he is revered for pioneering. The former, his most iconic painting, uses an ingenious shading method which blends oil paint with turpentine to fill in the dots, resulting in their absorption into the fabric. This technique heightens the depth and evocative emotions of the piece, enabling audiences to feel fully immersed in the intricate nuances of every emotion and profound layer.

Notably, an unexpected surprise treated visitors to newly commissioned artwork based on 5 Whanki creations. Je Baak, professor of Seoul National University, College of Fine Arts, Mano Ahn, CEO of Ahn Graphics, and Jason Kim, CEO of BESIGN and Verseday, a collective of creators, have come together to digitally expressed these works that are now captivating Frieze visitors with new and unique ways to experience color, texture and light, all made possible by LG OLED TV. This collaboration, featuring artworks reimagined through digital expression, positions LG OLED TV as the optimal digital canvas for artists by unlocking their full creative potential. Je Baak exclaimed how the “LG OLED TV’s self-lit nature enables the ultimate expression of colors with light, faithfully portraying every brushstroke of the original artwork,” while Jason Kim believes “LG OLED’s perfect black lets artists express the original works in flawless colors.”

One of renowned paintings by Whanki, “14-III-72 #223,” is being reimagined digitally on the LG OLED SIGNATURE OLED M. Perfect for such an occasion, this wireless 97-inch OLED TV faithfully portrays the vividness of each of the thousands of red dots that make this piece so special, while enhancing art lovers’ immersion with its advanced wireless video transmission and massive screen.

Beyond its presence at Frieze Seoul 2023, LG OLED is also enriching Seoul’s artistic atmosphere across the Han River in Dongdaemun. At Seoul Light DDP 2023 (August 31 to September 10), LG’s premium TV brand is introducing BOREALIS, a captivating show of evolving light and color created by new media artist Dan Acher, to recreate the Aurora Borealis night sky from 8 p.m. to 11 p.m. This installation underscores LG OLED’s commitment to Seoul Art Week (September 1-10) and its dedication to fostering new dimensions for digital art appreciation.

“With Borealis, I try to recreate a natural phenomenon, the Northern lights, in places where it shouldn’t be,” said Dan Acher. “I’m really happy to be able to present it here in Seoul with the help of LG OLED, as they also seek to create unique spaces where interactions and conversations can flourish. My desire is for people to pause so they can connect with themselves, and explore the connection we have with nature and one another to transcend boundaries.”

LG continues to deliver enriching experiences within the art realm, paying attention to the close connection between art and technology through inspiring exhibitions and innovative artist collaborations. For an even deeper dive into the collaborations being forged as part of the LG OLED ART project, stay tuned to the website.

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LG OLED Illuminates and Inspires at Frieze Seoul

The entrance to Frieze Seoul 2023 boasts the LG SIGNATURE OLED M3 TV which is displaying artwork by late Korean artist, Kim Whanki

Company Unveils Latest LG OLED ART Collaborations During
This Year’s Frieze International Air Fair and Seoul Art Week

SEOUL, Sep. 6, 2023 — LG Electronics (LG) is stepping into the spotlight as the official headline partner of Frieze Seoul 2023 (September 6-9). The company will be showcasing special art collaborations that reaffirm its dedication to highlighting the intrinsic link between art and technology as a part of its ongoing LG OLED ART project. For this year’s edition of Frieze Seoul, LG is partnering with the Whanki Foundation to present “We Meet Again in Seoul,” a curated selection of paintings by master of Korean abstract art, Kim Whanki.

The stunning exhibition features twelve original artworks by Whanki, including some of his most iconic pieces. Among these are Where, in What Form, Shall We Meet Again and 25-III-69 #46, created during his noted New York periods – both paintings exemplifying the artist’s unique “all-over dot” style. These works will be on display in the LG OLED Lounge at Frieze Seoul 2023, where they will be brought to life by the immaculate digital canvas that is LG OLED. The incredible colors and clarity of LG’s self-lit OLED technology faithfully preserve Whanki’s creative intentions while revealing detail and nuance that add an extra dimension to his acclaimed art.

Audiences will find themselves completely immersed in and inspired by this exclusive presentation; the combination of Whanki’s artistic genius and the digital artistry of LG OLED combining to elicit profound emotions and deep contemplation.

Additionally, visitors to the LG OLED Lounge will have the opportunity to explore exciting, new perspectives on the distinctive and thought-provoking art of Whanki. Je Baak, professor at Seoul National University College of Fine Arts, Mano Ahn, CEO of Ahn Graphics, and Jason Kim, CEO of BESIGN and Verseday, a collective of creators, have joined forces to digitally express five of Whanki’s artworks, using LG OLED as their canvas.

“LG OLED is honored to present the work of the renowned Kim Whanki to a global audience at this year’s Frieze Seoul,” said Kate Hye-won Oh, vice president of the Brand Communication Division at LG Home Entertainment Company. “Both the stunning originals and the brave digital reinterpretations of Whanki’s paintings inspire the imagination and encourage all of us, whether artist or art enthusiast, to explore the limitless possibilities of art. The ultimate digital canvas, LG OLED continues to shine a light on the majesty of human creative endeavor, and what can be achieved when art and technology come together as one.”

Beyond its participation in Frieze Seoul 2023, LG OLED will be actively contributing to the artistic ambiance of the South Korean capital throughout the month of September. At Seoul Light DDP 2023 (August 31 to September 10), LG’s premium TV brand is presenting BOREALIS, an illuminating and ever-changing work of light and color by technologist and new media artist Dan Acher, which can be experienced daily between 8 p.m. and 11 p.m. The collaboration is a testament to LG OLED’s continuing support for Seoul Art Week (taking place this year from September 1-10) and to its commitment to promoting the practice and appreciation of new forms of digital art.

LG OLED has also teamed up with Artist Company, a Seoul-based entertainment company founded by celebrated Korean actor, Lee Jung-jae, to expose a wider audience to the best of digital art. From September 7-24, the first floor of the Artist’s Company’s building in Cheongdam will play host to several inspirational works, including digitalized Whanki pieces and art from Six N. Five, previously showcased by LG OLED at Frieze New York in May.

LG continues to deliver enriching art world experiences, illustrating the close connection between art and technology through inspiring exhibitions and innovative artist collaborations. The digital artworks brought to life by LG OLED will be uploaded to the OLED Art project website after their real-world unveiling, allowing art enthusiasts and fans around the world to enjoy them at their convenience. To follow the LG OLED ART journey, visit the website.

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LG Magna e-Powertrain Expands Footprint With New Facility in Hungary

Preview image of new LG Magna e-Powertrain facility

Joint Venture Adds 4th Production Facility to Support
Continued Growth in EV Market

MUNICH, Sep. 4, 2023 – LG Magna e-Powertrain, the Joint Venture (JV) between LG Electronics (LG) and Magna (Magna) formed in 2021, announced at IAA Mobility 2023 that it is expanding its footprint with a new facility in Miskolc, Hungary. The facility will be in Miskolc’s industrial area which features well-developed infrastructure and is strategically located near OEM customers and other Magna facilities throughout the region. The company has also received strong support from both the Hungarian government and local authorities.

Scheduled for completion in 2025, the new facility will start production with e-motors and plans to offer a suite of electrified powertrain solutions in the future, including inverters and on-board chargers for the growing EV market.

The 284,000-square foot facility will be LG Magna e-Powertrain’s first production operations in Europe and, at initial start of production in 2026, the company expects to create roughly 200 new jobs.

“Adding the new Hungary facility marks another milestone for the JV in executing its growth plan,” said Diba Ilunga, president of Magna powertrain. “With this new capacity – the JV’s first in Europe – LG Magna e-Powertrain is well positioned to keep pace with customer demands and increases in global EV production.”

“Our new facility is a testament to the remarkable growth of LG Magna e-Powertrain, thanks to our strong partnership,” said Eun Seok-hyun, president of LG Vehicle component Solutions (VS) Company. “The new facility aims to meet the demands of European automakers, demonstrating our commitment to delivering innovative solutions to our customers.”

As the industry shifts toward vehicle electrification, the JV offers automakers a scalable portfolio including complete component solutions that enable electrification and functionality.

“This new facility seeks to amplify the growth of LG Magna e-Powertrain in the European market,” said Cheong Won-suk, chief executive officer of LG Magna e-Powertrain. “Along with the facilities in Mexico, China and South Korea, the facility in Hungary will be critical as the company accelerates its position as a go-to mobility solutions partner in the fast-growing global EV market.”

The joint venture combines Magna’s expertise in electric powertrain systems and operational excellence, with LG’s capabilities in component development for e-motors, inverters and on-board chargers. The collaboration in design, engineering and manufacturing happening within LG Magna e-Powertrain allows both companies to capitalize on market trends and address customer needs with innovative solutions.

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LG CEO Presents Vision of Customer Experiences for Future Mobility at IAA Mobility 2023

As a Smart Life Solutions Company, LG Showcases Differentiated Mobility
Experiences Rooted in Rich Understanding of Customers at Major Mobility Show

MUNICH, Sep. 4, 2023 — LG Electronics (LG) today held its first-ever press conference at IAA MOBILITY, one of the world’s largest annual mobility sector events. Speaking on the Main Stage (Hall A1) of the Messe München exhibition center, LG CEO William Cho shared the company’s perspective on the future of the mobility industry and presented its vision for driving important changes across the entire mobility ecosystem – a goal referenced by LG’s press conference theme: “Taking Life’s Good on the Road.”

In July this year, LG announced its vision to become a “smart life solution company” with the aim of connecting and expanding the customer experience to all areas of people’s lives. The company followed this up by unveiling ThinQ UP 2.0, a groundbreaking innovation that transforms home appliances into ultra-connected lifestyle solutions. Today, the company introduced its unique and inspiring vision for the future mobility customer experience.

With the automotive industry rapidly shifting toward electrification and autonomous driving, LG has an incredible opportunity to create new customer value in the field of mobility. The car will soon be more than just a means of transportation and, instead, a space offering expanded and differentiated customer experiences.

“LG spent close to 70 years in the consumer-facing business. Throughout this time, we have gained a rich understanding of global customers and their living spaces by endlessly discovering new insights and trends. This eventually turned into various innovations in the customer electronics industry,” said CEO William Cho. “With our extensive knowledge and experience in this area, we are excited to present our new take on mobility.”

The insight and expertise behind LG’s customer experience driven products and services have led to the rapid growth of LG’s Vehicle component Solutions (VS) Company. By continuously investing in the VS Company over the course of the past decade, LG has successfully expanded its business into the automotive component and solutions market.

According to market research firm Strategy Analytics, it is estimated that LG accounted for the largest share of the global vehicle telematics market last year, with 23.3 percent. And, since 2021, the company has held a double-digit share of the audio, video and navigation (AVN) segment. These results can be attributed to the recognition and trust the VS Company has earned from major automakers for its differentiated products and services.

Alpha-able: Future Mobility Experience Theme Centered on Customer Experience
LG recently conducted an experiment where it created an environment designed to simulate the interior of an actual autonomous vehicle. Its findings suggested that most people perceive the autonomous vehicle as an exclusive and private space giving them the complete freedom to do what they want, such as play, work and spend some time alone. In-depth surveys show that drivers today hold similar views of their vehicles and the time they spend in them, with 72 percent agreeing that car travel is primarily a time to relax by oneself, and 43 percent calling the vehicle cabin a meaningful personal space.

Based on these customer insights, LG is redefining the car as a “personalized digital cave” and has developed three customer experience themes – Transformable, Explorable and Relaxable – to help it realize its future mobility vision. Collectively, the themes are known as Alpha-able, the company’s interpretation of making anything possible.

Transformable Experience: An Environment that Adjusts to Users’ Needs
LG believes that the space inside a vehicle should be able to physically transform to suit different situations or purposes; turning into a restaurant to dine, an office to work in or even a movie theatre-on-wheels. To deliver the Transformable experience, the in-vehicle space will become more flexible, offering unique experiences that meet and exceed the expectations of passengers. This concept will be brought to life through LG’s innovative display solutions, including transparent, flexible and rollable displays in a variety of form factors, and through its unrivaled home appliance technologies.

Explorable Experience: Reinventing the In-Vehicle Space with Content
LG believes that the car of the future should be able to understand the unique context of each journey, factoring in travel destination, travel duration and other variables to realize a smarter journey complete with tailored content recommendations, and more. LG is confident that the combination of advanced artificial intelligence (AI) and eXtended Reality (XR) technology will help it to unlock Explorable experiences sooner, rather than later.

The company’s sophisticated AI will elevate the mobility experience to new heights, enabling interactive, in-vehicle voice assistants that take trip duration and destination into account when recommending content to passengers – providing relevant options that can be enjoyed within the estimated travel time. What’s more, with augmented reality (AR) technology and windshields incorporating LG’s transparent OLED display, passengers can transport themselves from their current location to an entirely different city, or completely transform the look of the vehicle interior.

Relaxable Experience: Presenting More Comfort
Finally, the Relaxable experience will leverage LG’s advanced technology and connected services to help customers unwind and treat themselves to some ‘me time.’ They can enjoy a beautiful virtual garden and take in fresh air in a busy city, a heated massage in their seat while listening to soothing music or an AI counseling session to help them unpack their day. These soothing mobility experiences are being made possible by LG’s extensive know-how in home appliances, displays, digital health and other customer-related business areas.

The three experience themes that make up ‘Alpha-able’ are the pillars of LG’s future mobility customer experience. Setting LG apart from its competitors, the experiences aligned under each theme will be realized through the company’s innovative customer-centric technologies, services and content.

Three Key Axes of the EV Business in the SDV Era
The mobility industry is currently accelerating toward the era of the software-defined vehicle (SDV). Highly sophisticated electronic devices, SDVs will present new customer experiences in supremely adaptable moving spaces that go far beyond anything that exists now. In preparation for this fast-approaching era, LG is developing customer-specific designs to facilitate differentiated customer experiences in the future mobility environment.

LG’s mobility business centers on three major axes: in-vehicle infotainment systems produced by the VS Company; electric powertrain systems developed by LG Magna e-Powertrain (LG Magna), a joint venture between LG and Magna International; and vehicle lighting systems developed by LG’s subsidiary, ZKW Group. With its various business arms, LG has considerable strength in the core technologies that will define future mobility.

Infotainment simultaneously provides passengers with driving-related information and entertainment options. Utilizing several of its advanced technologies – telematics systems capable of high-speed, high-volume data transmission, digital interfaces such as the Digital Cockpit, and big data and cloud solutions that can analyze vehicle-generated data points – LG will provide comprehensive mobility solutions to meet the evolving needs of the SDV era and allow customers to enjoy optimized mobility experiences.

To enhance the performance of its e-Powertrain for electric vehicles (EVs) and expand product availability, LG Magna is planning to build a new production facility in Miskolac, Hungary. Covering 26,400 square meters, the facility will be LG Magna’s first manufacturing operation in Europe, and is expected to help increase LG’s presence in the European automobile market.

Expanding Vision for Mobility Through EV Charging Solutions
The EV charging solution business is expected to strengthen LG’s future mobility ecosystem. As part of its strategy to deliver optimal mobility experiences encompassing both vehicle and non-vehicle areas, LG last year acquired HiEV Charger, which possesses core EV charger technology. Synergy is also expected with the battery business within the LG Group, which is projected to grow rapidly in the years ahead.

To meet increasing demand in the future mobility sector, HiEV Charger has unveiled four types of EV chargers that address the weaknesses of existing solutions, reflecting customers’ feedback and emerging needs. The new products boast enhanced convenience through the application of LED displays that offer status notifications and intuitive touch control. The new chargers are also equipped with a wide range of safety-boosting features, such as water- and dust-resistance and electrical and thermal protection during the charging process, and provide easy management via connector lock detection and remote updates.

LG aims to expand its EV charging business, harnessing its capabilities in manufacturing, quality control, after-sales service and supply chain management to enhance customers’ charging experience.

“We strongly believe future mobility should focus on the mission to deliver another level of customer experience. LG, with innovative mobility solutions, is more than committed to this important mission,” concluded CEO Cho. “As we are endeavoring to unlock the future of mobility, we invite all industry leaders to join us in this exciting and important journey.”

The press conference video can be viewed on the LG Global YouTube channel (www.youtube.com/GlobalLG).

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LG Smart TV Offers Three-Months Free of Apple TV+

The home screen of Apple TV+ with various Apple TV+ shows displayed including Ted Lasso and Invasion

A Wide Selection of Apple Originals, Hit Shows and Feature Films
Now Free for LG Smart TV Users Around the World for Limited Time Only

SEOUL, Sep. 1, 2023 — LG Electronics (LG) is offering eligible LG Smart TV users in 81 countries¹ the opportunity to enjoy three months free of Apple TV+. Owners of a compatible 4K and 8K LG Smart TV (2018 models and later) can redeem the 3-month free trial within the Apple TV app starting August 31 to November 12.²

Apple TV+ offers premium, compelling dramas and comedies, feature films, groundbreaking documentaries as well as kids and family entertainment, including hit series “Silo,” “Hijack,” “Foundation,” Emmy Award-winning global phenomenon “Ted Lasso,” as well as the upcoming third season of Emmy, SAG and Critics Choice Award-winning drama “The Morning Show,” and new limited series “Lessons in Chemistry,” starring and executive produced by Academy Award winner Brie Larson. Highly anticipated feature films coming soon to Apple TV+ include Martin Scorsese’s acclaimed “Killers of the Flower Moon,” “Napoleon,” starring Academy Award winner Joaquin Phoenix from Academy Award nominated director Ridley Scott and produced by Scott and Academy Award nominee Kevin Walsh; the star-studded spy thriller “Argylle,” with Henry Cavill, Sam Rockwell, Bryce Dallas Howard, Bryan Cranston, Catherine O’Hara, John Cena, Dua Lipa, Ariana DeBose, Samuel L. Jackson and more.

LG is constantly working to deliver the best viewing experience with a vast library of content, cutting-edge picture quality and immersive audio. What’s more, all LG Smart TVs make it easy for viewers to discover and enjoy the engaging content through the intuitive, easy-to-use webOS platform.

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¹Available in Australia, New Zealand, Hong Kong, Indonesia, Japan, Malaysia, Philippines, Singapore, Sri Lanka, Thailand, Taiwan, India, Korea, Austria, Belgium, Luxembourg, Netherlands, Czech Republic, Slovenia, Slovakia, Germany, Switzerland, Spain, France, Cyprus, Greece, Italy, Malta, Estonia, Latvia, Lithuania, Bulgaria, Hungary, Poland, Portugal, Denmark, Finland, Norway, Sweden, Ireland, United Kingdom, US, Canada, Argentina, Colombia, Chile, Mexico, Bolivia, Paraguay, Peru, Belize, Costa Rica, Dominica, Dominican Republic, Ecuador, El Salvador, Grenada, Guatemala, Honduras, Nicaragua, Panama, Puerto Rico, Trinidad and Tobago, Venezuela, Brazil, Belarus, Ukraine, Gambia, Ghana, Uganda, Egypt, Armenia, Azerbaijan, Oman, Qatar, United Arab Emirates, Jordan, Lebanon, South Africa, Saudi Arabia and Israel.
²Offer ends November 12. Offer available on 2018-2023 LG 4K and 8K Smart TV models in the Apple TV app. Valid only for new subscribers to Apple TV+ in your region, age 13+. Limited one offer per TV and Apple ID. Plan automatically renews at your region’s price per month until cancelled. Requires Apple ID with payment method on file. Terms and Apple Privacy Policy apply; see the applicable terms at www.apple.com/legal/internet-services/itunes/us/terms.html. Compatible products and services required. Cannot be combined with other offers providing access to the same service. Apple TV+ is a service mark of Apple Inc.

LG Presents Vision for a Sustainable Future With Energy-Efficient Technologies at IFA 2023

LG personnel presenting vision for a sustainable future with energy-efficient technologies at IFA 2023

Company Shows How It Is Responding to Environmental Regulations,
Highlights Latest Core Technologies and Heat Pump Solutions

BERLIN, Sep. 1, 2023 — LG Electronics (LG) introduced its newest energy-efficient technologies and products to reaffirm its commitment to realizing a sustainable future, hosting media at a tech briefing session at IFA 2023.

Themed “How to Respond to Climate Change – LG Core-Techs for Sustainability,” the tech briefing highlighted the importance of electrification; one of LG’s key ‘insights on trends’ centering on the use of advanced core technologies to enhance energy efficiency. During the session, Peter Verkempynck, senior vice president of LG Air Solutions Europe B2B Sales, presented the cornerstone of LG’s electrification strategy – the advancement of LG heat pump technology.

Because it has the capability to design and manufacture its own core technologies and component solutions, LG is able to deliver appliances offering unparalleled performance and reliability. The company’s ‘in-house’ development and manufacturing strategy is actively driving advancements in fundamental components, including the compressors and motors used in LG heating, ventilation and air conditioning (HVAC) systems.

One of the outstanding heat pump solutions presented at the tech briefing, the LG Therma V™ R290 Monobloc Air-to-Water Heat Pump (AWHP) provides powerful heating to help create a warm, comfortable indoor environment. The cutting-edge AWHP is equipped with an array of efficiency-boosting LG technologies and utilizes R290 refrigerant, which has a Global Warming Potential (GWP) of only three. The solution also ensures convenient maintenance with a remote support feature that enables quick software updates and the easy application of installer settings.

The heat pump technology applied to the Therma V R290 Monobloc can also be found in a variety of LG’s efficient home appliances, including its heat pump dryers and washer-dryer model. Employing two cylinders that work simultaneously to compress the refrigerant, the LG DUAL Inverter Heat Pump™ dryer achieves faster drying times and provides a better performance than a conventional dryer. Meanwhile, the recently unveiled LG SIGNATURE second-generation washer-dryer features the company’s own inverter heat pump drying module, which boosts energy efficiency, improves drying results and reduces fabric damage.

Moreover, LG’s own smart home platform, LG ThinQ™, lets users seamlessly connect all of their household appliances for a smarter, more convenient user experience. The ThinQ app makes it possible to effortlessly control each appliance, manage the entire HVAC system, and monitor energy storage and consumption in real-time.

“The advanced technologies and sustainable solutions introduced during today’s briefing at IFA 2023 are designed to help consumers live better, both now and in the future,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “Through its environmentally-conscious home appliances and business strategy, LG will continue to make a positive difference for people and the planet.”

Visitors to LG’s booth (Hall 18, Messe Berlin) at IFA 2023 from September 1-5 can explore the company’s energy-efficient innovations for a more sustainable way of life.

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LG Delivers ‘Sustainable Life, Joy for All’ With Latest Home Solutions at IFA 2023

LG Smart Cottage, a compact, prefabricated home seamlessly integrating various appliances and technologies of LG

LG Delivers ‘Sustainable Life, Joy for All’ With Latest Home Solutions at IFA 2023

Company Presents an Eco-Conscious Lifestyle With Its
Energy-Efficient Home Appliances in the ‘LG Sustainable Village’

BERLIN, Aug. 31, 2023 — LG Electronics (LG) is set to unveil its vision for an eco-conscious lifestyle in the LG Sustainable Village at IFA 2023. The company’s exhibition booth showcases an array of premium and highly efficient LG appliances and solutions, unified under the uplifting theme of ‘Sustainable Life, Joy for All.’

Inspired by a forest pathway, the LG Sustainable Village has key elements of the company’s ESG strategy embedded in its design and construction, with eco-responsible materials, including recycled fabrics and mesh nets, used to minimize the structure’s impact.

Throughout the exhibit, visitors will see LG smart home solutions that bring sustainability to daily life, such as Smart Cottage, state-of-the-art energy-efficient appliances, personalized home appliances, and innovative appliances and services targeting the European premium market.

Located just inside the booth entrance, the Smart Cottage is a compact, prefabricated home seamlessly integrating roof-mounted 4-kilowatt (kW) solar panels with the company’s energy-efficient Therma V™ R290 Monobloc air-source heat pump and comprehensive suite of home appliances. Among these are the WashTower Compact, built-in oven, QuadWash™ dishwasher, induction electric range and water purifier.

Next to the Smart Cottage, visitors will discover the Net-Zero Vision House, which presents LG’s own energy management solutions as well as a variety of highly efficient home appliances designed for the European market, including a washer, dryer, refrigerator and dishwasher.

LG’s Energy Storage System (ESS) can adapt to various energy usage scenarios and conditions. Visitors can learn about the processes the ESS uses for storing and consuming surplus energy collected from the home’s solar panels, and how they can conveniently control LG’s home appliances and monitor energy storage and consumption via the ThinQ™ app.

Moving to the ThinQ Home Zone, IFA attendees can experience the personalized customizability and upgradability of LG ThinQ UP 2.0, along with the enhanced accessibility offered by the new home appliance accessories and add-ons in the groundbreaking Universal UP Kit. The usability-boosting Universal UP Kit features diverse solutions designed to easily attach to different LG appliances, including refrigerators, washers, dryer, CordZero™ cordless vacuums and water purifiers, to ensure a better user experience for everyone – regardless of gender, age or disability.

The Upcycling Workshop Zone highlights some of the company’s home appliances made with the use of recycled plastics, such as the LG PuriCare™ AeroFurniture air purifier and Styler™ ShoeCase and ShoeCare solutions. Additionally, visitors can participate in workshops where they will learn about LG’s recycling initiatives and have the chance to take part in the ‘plastic knot challenge,’ which revolves around the use of resin pallets harvested from waste plastics at the Chilseo Recycling Center.

LG’s comprehensive IFA showcase also introduces the latest products in the second-generation LG SIGNATURE lineup. These include the energy-conserving and gentle-on-clothing Washer-Dryer with Heat Pump and the Dual InstaView™ refrigerator, which features an InstaView window on both doors; allowing users to see everything inside without having to open the fridge.

Additionally, visitors can get acquainted with the brand-new bottom-freezer MoodUP™ refrigerator and InstaView bottom-freezer refrigerator with MoodUP, which boast color-changeable door panels that can be controlled via the LG ThinQ app. Both fridges provide a differentiated user experience while their LED panels reduce resource consumption and waste by removing the need to manufacture replaceable, differently colored panels. What’s more, the bottom-freezer MoodUP’s LED panels are made with eco-conscious recycled materials, and the new InstaView bottom-freezer with MoodUP offers customized temperature settings that extend freshness and help prevent food waste.

Lastly, under the theme of ‘Better Culinary Life for All,’ the Cooking Studio Zone shows off the company’s new built-in kitchen package in two ‘seamless concept’ kitchen displays. The package, designed for the European built-in market, impresses with premium, energy-efficient appliances, including the InstaView oven, QuadWash dishwasher and Downdraft induction hob.

“We are excited to introduce our advanced, energy-efficient home solutions in the LG Sustainable Village at IFA 2023,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “LG will continue to deliver innovative home appliances that not only bring convenience and joy to its customers, but actively support them in their daily efforts to life more sustainably.”

Visitors to LG Sustainable Village (Hall 18, Messe Berlin) at IFA 2023 from September 1-5 can discover a convenient and sustainable lifestyle enabled by the company’s diverse range of innovative smart home solutions.

For further inquiries, please contact smartcottage@lge.com.

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The Mobility Industry in Transition: LG to Present Future Vision at Global Mobility Show in Munich

IAA Mobility 2023 theme ‘Experience Connected Mobility’ written on a design image

The acceleration of electrification, connectivity and autonomous driving is fundamentally changing the mobility industry. In the new era, vehicles will no longer be just a means of transportation, but multifunctional spaces that offer new and different experiences. LG has been actively preparing for this future by developing innovative solutions and technologies that drive mobility forward.

At IAA MOBILITY 2023, taking place in Munich, Germany next month, LG is set to tell its story of entering – and thriving in – the automotive component sector, and share its own unique perspectives on future mobility.

Attracting car manufacturers and auto enthusiasts from all over the globe, IAA has, over the years, been transformed from a car-unveiling event into an exhibition that covers the entire mobility market and ecosystem. In line with the IAA Mobility 2023 theme, Experience Connected Mobility, LG will present a differentiated mobility experience that connects seamlessly across users’ lives. The company’s goal is to firmly establish itself as a reliable partner and supplier to global automakers that continuously provides innovative mobility solutions.

10 Years of Innovation

This year, LG marked the 10th anniversary of the LG VS Company with a grand celebration. Messages of congratulations from customers such as Hyundai Motor Group, General Motors and Renault reaffirmed LG’s growing stature as a key mobility partner. The automakers also spoke about continuing to collaborate with LG, working closely together to enhance the driving experience and improve road safety.

The LG VS Company has been consistently expanding ever since its foundation in 2013. After a decade in the business, the company is now strengthening its global presence in three key areas: infotainment solutions, e-Powertrain and lighting systems. These areas of technology are at the core of the driving experience, and the LG VS Company is at the forefront of integrating in-vehicle infotainment (IVI) systems (which feature advanced telematics and digital cockpit technologies) with powertrain and premium lighting systems.

Technologies for Future Mobility

Cleverly combining display and communications tech with the company’s proprietary human-machine interface (HMI), LG IVI systems continue to become even more advanced. Intuitive to use, these systems can offer seamless connectivity and a personalized interface for each passenger, even extending to customizable digital clusters.

With its LG Magna e-Powertrain venture, LG has been developing state-of-the-art integrated drive systems for electric vehicles (EVs) since 2021.

Meanwhile, the company reinforced its capabilities in vehicle lighting systems through the 2018 acquisition of ZKW Group, and bolstered its auto cybersecurity expertise by acquiring innovative Israeli startup, Cybellum, in 2021.

A Look to the Future

The global vehicle industry is making significant strides in transitioning from traditional internal-combustion engines to more eco-friendly mobility solutions, chiefly EVs and autonomous driving technologies.

In this fast-evolving environment, LG is leveraging its technological capabilities and years of consumer electronics experience to offer differentiated mobility experiences. The company is redefining the very nature of mobility and paving the way to a new era of innovation, convenience and safety.

Those interested in learning more about LG’s innovative technologies and vision for the future of mobility can tune into the company’s IAA 2023 press conference at 08:30 (CEST) on September 4 via LG’s website.

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LG to Enable Cross-Brand Connectivity Through LG ThinQ Smart Home Platform

Delivering the First Commercial Implementation of HCA Specification 1.0,
Company Expands Smart Home Ecosystem Through Partnerships With Other Brands

SEOUL, Aug. 29, 2023 — LG Electronics (LG) is set to present the first commercial implementation of the Home Connectivity Alliance’s HCA Specification 1.0, enabling cross-brand appliance connectivity through the LG ThinQ™ smart home platform. By the end of this year, consumers will be able to control appliances from diverse brands, such as Samsung and Vestel, with the intuitive-to-use ThinQ app, providing seamless interconnectivity and a smarter, more convenient home.

With a firm commitment to customer experience innovation, LG has joined with other brands to bring the elegant simplicity of cross-brand compatibility to major markets worldwide, including South Korea, the United States and Europe. The partnership will initially cover major appliance product categories, such as washing machines, dryers and dishwashers, and will gradually be expanded to other types of appliances in the future.

The widespread adoption of HCA Specification 1.0 to development makes it possible to monitor and control various brands’ home appliances and air solutions using a single application. With the ThinQ app, users just have to register their compatible products, and then they’re ready to enjoy the ease and time-saving freedom of one-stop device management. Those with an LG washing machine and a Samsung dishwasher in the home, for example, will no longer have to switch between each manufacturer’s app to set their preferred wash cycle and cleaning settings.

The arrival of true cross-brand interconnectivity is the realization of the HCA’s vision for a seamlessly unified smart home experience. Founded in January 2022 and comprising a number of smart home solutions manufacturers, the HCA aims to provide cloud-based interoperability between the smart home platforms of its member companies. As a board member of the alliance, LG has been working closely with other appliance makers, including Samsung and Vestel, to drive the adoption of HCA Specification 1.0, with the ultimate goal of enhancing user convenience.

Committed to expanding the smart home ecosystem, LG has also actively supported the work of the Connectivity Standards Alliance (CSA), a global organization dedicated to developing open communication protocols for smart home devices. LG contributed to the development and standardization of the Matter protocol, an Internet Protocol-based home IoT communications standard led by the CSA.

“LG ThinQ enables a seamlessly interconnected home appliance ecosystem that will provide new smart home experiences to customers around the globe,” said Jung Ki-hyun, executive vice president and head of platform business center. “LG will continue to expand compatibility between ThinQ and other HCA members’ smart home platforms.”

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LG Home Appliances Showcase Top-Rated Energy Efficiency for a Sustainable Life at IFA 2023

LG home appliances offering top-rated energy efficiency (from left, LG bottom freezer refrigerator, washing machine, tumble dryer, InstaView™ Oven and dishwasher

Company’s Thoughtfully Designed Home Appliances
Save Energy and Deliver Outstanding Performance

Product images are simulated, color or model may differ from the actual product.

SEOUL, Aug. 28, 2023 — LG Electronics (LG) is presenting an extensive lineup of home appliances offering A-grade (and above) energy efficiency in the ‘Net-Zero House’ at IFA 2023. Designed for a more sustainable life, the company’s latest kitchen, laundry and living solutions respond to the growing need to reduce power consumption, running costs and environmental impact.

Energy Efficient Laundry Solution With AI Optimization
LG’s new front-loader washer and dryer pair gets laundry clean and dry without running up the power bill; the washer boasting an A-40 percent energy rating¹ and the dryer a A⁺⁺⁺-20 percent rating.² The advanced washer promotes wardrobe and environmental sustainability with LG’s AI Wash, which intelligently selects the optimal wash cycle to provide 10 percent more fabric protection and help extend the lifespan of clothing.³ It even comes with a specialized cycle that prevents up to 60 percent of microplastics emissions from laundry cycles from entering the water supply.⁴

Meanwhile, the dryer’s AI Dry feature is able to detect laundry weight, fabric types and moisture content, setting optimized drying time and temperature for different kinds of clothing. Backed by LG’s Dual Inverter Compressor, the TurboDry function is an efficient option for getting laundry dry faster. Additionally, the new dryer uses R290 refrigerant, known for its low Global Warming Potential (GWP). For a convenient user experience, both the washer and dryer are equipped with an upgraded LCD touch control panel.

Energy Efficient Refrigerator With Strong Performance
Another highly efficient performer, the new LG bottom freezer refrigerator has an A-20 percent energy rating.⁵ The fridge is powered by the company’s Smart Inverter Compressor™, which provides impressive energy efficiency by adjusting speed to actual conditions, and comes with a 10-year warranty. Ultra-reliable, the compressor also generates less noise than any other compressor in its class⁶ meaning a quieter fridge and a more peaceful kitchen. To extend food freshness, LG’s LINEARCooling™ keeps temperature fluctuations within ± 0.5 degrees Celsius while DoorCooling⁺™ delivers fast and even cooling to every corner of the fridge.

Complete Cooking Package With Top Energy Efficiency

The A⁺⁺ energy efficiency⁷ of LG’s new 24-inch (60-centimeter) built-in InstaView™ oven owes much to its enhanced insulators, optimized heating control and four-layered glass door; a combination that conserves energy and minimizes heat loss. LG’s InstaView technology also helps to preserve heat inside the oven, allowing users to check on their meal’s progress without having to open the door.

Incorporating the company’s power-saving Inverter Direct Drive Motor™, the LG QuadWash™ dishwasher provides A-10 percent grade energy efficiency⁸ and sparkling clean dishes. Wi-Fi-enabled, the sophisticated appliance can connect to the LG ThinQ™ app, allowing users to conveniently control and monitor operation, download new cycles and resolve minor issues with Smart Diagnosis.⁹

“Highly energy efficient, LG’s home appliances support households to save energy, shrink their utility costs and lower their carbon footprint,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “We will continue to leverage our industry-leading core technologies to create products that make people’s lives better and have less impact on the planet.”

Visitors to LG’s booth (Hall 18, Messe Berlin) at IFA 2023 from September 1-5 can explore the company’s latest products boasting top-rated energy efficiency.

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¹Based on energy consumption testing of household washing machines, conducted in accordance with Regulation (EU) 2019/2014. When set to Eco 40-60 program, LG’s new washing machine uses 91kWh per 100 cycles.
²Based on energy consumption testing of household tumble dryers, conducted in accordance with Regulation (EU) 392/2012. LG’s new tumble dryer has an annual energy consumption of 116kWh (based on use of Cotton+/Cupboard/Energy program).
³Based on LG internal test results. When washing 3kg load on AI Wash setting, LG’s new washing machine provides 10 percent more fabric protection compared to washing the same load on Cotton cycle. Results may differ depending on product model.
⁴Based on LG internal test results washing 3kg load (comprising a training jacket made of 100 percent polyester) on Microplastic Care cycle. Microplastics of over 20㎛ (micrometers) generated during washing were reduced by 60 percent compared to washing the same load using Mixed Fabric cycle.
⁵Based on household refrigeration/freezer energy efficiency class according to Regulation (EU) 2019/2016. LG’s new bottom freezer comes with 20 percent more energy efficiency than the conventional A-rated energy efficiency class.
⁶ According to LG internal test results, the new LG bottom freezer model generates less noise (29dB) than a conventional LG bottom freezer (32dB).
⁷Based on energy efficiency tests on household electric cooking appliances, conducted in accordance with International Electrotechnical Commission (IEC) 60350-1 standard. LG InstaView Oven’s energy consumption per cycle is 0.51kWh when set to fan-forced convection mode.
⁸Based on the household dishwasher energy efficiency class according to Regulatio (EU) n 2019/2017. LG’s new dishwasher comes with 10 percent more energy efficiency than the conventional A-rated energy efficiency refrigerator.
⁹ Smart Diagnosis helps users by diagnosing the cause of minor issues with their appliance and can offer usage tips.

LG’s New Lifestyle Screen is Versatile on-the-Go Entertainment Solution

A couple using LG StanbyME Go on a sandy beach

Portable, Durable and Conveniently Adjustable, the Unique LG StanbyME Go
Presents a Refreshingly New User Experience

SEOUL, Aug. 25, 2023 — LG Electronics (LG) announces the global rollout of its latest Lifestyle Screen, the unique LG StanbyME Go (model 27LX5). The innovative new model boasts a 27-inch touch display and a 20W four-channel speaker system cleverly integrated into a stylish and sturdy carrying case. Building on the portability and versatility of the original StanbyME, the 27LX5 lets users enjoy memorable entertainment experiences wherever they go.

Perfect for watching movies, playing games and more, the StanbyME Go can be used indoors or out; its carrying case and built-in battery enabling take-anywhere convenience, superior screen protection and up to 3 hours of use without connection to an external power outlet. In addition to the new Lifestyle Screen’s large display and robust speakers, the case includes safe storage for the product’s streamlined remote control and power cable.

StanbyME Go complements its portability with versatile adjustability that supports a range of different uses and personal preferences. Users can tilt the screen to achieve the best viewing angle, rotate it 90 degrees from landscape to portrait and back, adjust its height by up to 18 centimeters or put it in Table mode. When set to Table mode, the StanbyME Go’s screen lies flat in the lower part of the case, allowing users to play digital board games including chess and ‘Hidden Catch,’ or switch on the virtual record player for a fun, nostalgic listening experience. Conveniently, LG’s Lifestyle Screen automatically turns on when its case is opened and turns off when it is closed.

The StanbyME Go also offers proven durability, as evidenced by its successful completion of 11 tests compliant with the U.S. military’s rigorous MIL-STD-810G standard. The tests demonstrate that the 27LX5 can handle a wide variety of environmental factors, including low pressure, high temperature, low temperature, dust and salt spray, and provides protection against accidental drops, vibration and shock.

For maximum viewing immersion, the built-in speakers of StanbyME Go automatically optimize audio output to the front of the screen. Viewing experiences are further enhanced through support for Dolby’s advanced video and sound technologies, Dolby Vision and Dolby Atmos.

Equipped with LG’s proprietary webOS smart TV platform, StanbyME Go lets users effortlessly connect to their iOS or Android devices. Moreover, voice recognition makes it possible to do app launching, adjust sound and search for contents completely hands-free – an especially helpful feature for those who like to cook, clean or take on other tasks or activities while they watch.

LG’s Lifestyle Screen products are revolutionizing the user and viewing experience, presenting new ways to enjoy content and new lifestyle value for today’s consumers. LG StanbyME Go is set to launch globally, starting in the U.S. this month, with plans for global rollout to key markets in Europe including Italy, France, UK, Spain and Germany from next month.

LG will be showcasing its latest lifestyle TVs, including StanbyME, StanbyME Go, along with the LG OLED Objet Collection Posé, at its exhibition booth (Hall 18, Messe Berlin) at IFA 2023 in Berlin, Germany, from September 1-5.

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LG Launches ‘Life’s Good’ Campaign, Spreading a Message of Optimism to Customers Worldwide

Company ‘Takes Over’ Famous Landmarks to Kick off Its Life’s Good Campaign
With More Dynamic and Youthful Visual Identity

SEOUL, Aug. 24, 2023 — LG Electronics (LG) has launched its brand-new Life’s Good global campaign, carrying out various brand reinvent activities to introduce its more dynamic and youthful brand identity.

Starting August 22, the company rolled out its Life’s Good global campaign, unveiling digital out-of-home (OOH) advertisements at some of the world’s most iconic landmarks, including locations in Dubai, London, New York, Vietnam and Seoul. Each vibrant image and captivating video has been meticulously crafted to showcase LG’s renewed visual themes.

With its global campaign, the company aims to convey the message Life’s Good to customers, inspiring and encouraging them to approach life with an optimistic attitude. In light of the rising uncertainty and instability worldwide due to post-pandemic changes, the campaign’s ultimate goal is to uplift customers and spread a positive influence, fostering mutual support.

Along with introducing its updated brand and visual identity, the new campaign aims to share the company’s philosophy and values. The company has been ceaselessly committed to embodying the true meaning of Life’s Good. To convey this message with a dynamic and youthful manner, LG launched its new brand and visual identity in April, under the banner of LG’s brand reinvent.

LG’s latest advertisements can be seen at Dubai’s Burj Khalifa, the world’s tallest building, the Landmark 81 skyscraper in Vietnam, the company’s digital billboards in New York’s Times Square and London’s Piccadilly Circus, LG’s LED outdoor screen at Óvalo Gutiérrez in Peru, the KP Tower in India, as well as in select spaces in South Korea, seizing the attention of global audiences. The campaign also extends to London’s beloved red double-decker buses, which currently feature LG’s Life’s Good slogan – visually revamped as part of an innovative brand reinvention strategy.

The advertisement videos showcase the “Face of the Future,” the smiling face formed by the letters “L” and “G” engages and entertains; nodding, bobbing and showing off a range of different emotions. The video is also imbued with the youthful exuberance of LG Active Red, the latest addition to the company’s core color palette.

Furthermore, LG is expanding its digital engagement with young, global customers by promoting brand awareness through its official social media channels. Starting from August 25, the company will introduce exclusive features, including the “LG Finger Heart Filter” and “Life’s Good Sticker Package,” tailored for major social media platforms such as Instagram and TikTok. These creative elements, freely available to all users, are part of the company’s broader plan to launch a global participation campaign, connecting customers to its brand in new and exciting ways.

The company also plans to release collaboration contents with various influencers and brand films through LG’s global social channels to convey the meaning of Life’s Good and core brand values to customers more authentically.

LG has partnered with a collection of global influencers, all embodying the spirit of “brave optimists” and confidently carving their own paths, including American singer and actress Willow Smith; Australian national swimmer and singer-songwriter Cody Simpson; and Nigerian-Korean fashion model Jenny Park. Through these meaningful partnerships, LG aims to amplify the Life’s Good message, fostering inspiration and hope among customers around the world.

In July, LG declared its vision to transform into a “smart life solution company” that can connect and expand customers’ diverse experiences, and has been steadily carrying out its brand reinvent activities at various customer contact points as one of its major strategies.

“LG is committed to actively communicating and providing innovative customer experiences that evolve with the times, recognizing the changing needs of customers,” said Lee Jeong-seok, head of LG Electronics’ Global Marketing Center. “We aim to enhance our communication with customers by sincerely sharing our core value and the message of Life’s Good. Filled with optimism, this message will be delivered to customers worldwide at various customer contact points.”

To read more about LG’s Life’s Good campaign, visit www.lg.com/lifesgood/.

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LG Newsroom