Captivating the Young With Universal Language of Art and Music

Screenshot of the YouTube video produced by LG Electronics Vietnam where a band is playing their music on the top of a building

The world’s young generations share different ideologies, values and lifestyles, bringing new, unique culture that reshapes the world. Having grown up with the internet, the MZ Generation (a term used in Korea for Millennials and Gen Zs) holds a close connection with media platforms and believes, above all else, in the importance of self-expression, which is why they’re constantly looking for something authentic, different and fun to identify with.

So, in an effort to build a sturdier relationship with the young people, LG is offering various events and campaigns to the young generations so they can communicate in the universal language of art and music.

(From left to right) Sung Jun Son, HE product director of LG Baltics and street artist KIWIE

NFT Art Exhibition in Collaboration with Artist KIWIE

A big trend currently being spearheaded by young people is the non-fungible token (NFT), which is a unique digital asset held on the blockchain that people can use to express their digital identity in the virtual world. Knowing this, LG Baltics recently collaborated with artist KIWIE for the opening of an NFT exhibition in Europe, KIWIE SPACE V2.

Known as a pioneering street artist in Latvia, KIWIE incorporates multiform repetitions of a single image into his artistic style – KIWIE monster. At KIWIE SPACE V2, 3D artworks were displayed on LG OLED evo TVs to bring an outstanding, immersive digital experience to visitors. More than meets the eye, these works of art were created through artificial intelligence and neural networks based on the first KIWIE Monster painting, combined with the keywords of 2022 including the metaverse, NFT, non-binary and more.

With the artist determined to fill the space with bright, accurate colors and modern technologies that exude positive energy, he felt that LG’s state-of-the-art TVs were an integral part of the showcase. Thanks to OLED, visitors could feel the phenomenal ambiance of the exhibition space, making the whole experience seem more realistic and worthwhile.

NFT Art Exhibition in Collaboration with Contemporary Istanbul

Not so far away, another NFT exhibition was held in collaboration with Contemporary Istanbul, a leading art fair and a major platform in Türkiye. As a main partner of the 17^th Contemporary Istanbul, an LG OLED ART booth was set up to present extremely talented artists’ digital masterpieces on its groundbreaking LG OLED evo TVs.

At the booth, visitors could admire the fine Korean digital artworks exploring the intersection between contemporary art and innovative technology on the latest LG OLED TVs. Purple Space and Pink Space by Choi Wool-ga were displayed on LG Objet Collection Posé, while Vacation of Dodo by Kim Sun-woo was exhibited on LG Objet Collection Easel.

Among all the exceptional digital pieces on display at Contemporary Istanbul, world-renowned artist Kim Whan-ki’s NFT Universe grabbed the most attention with the help of LG OLED technology, which allowed it to shine by offering a stunning viewing experience with vivid, accurate color expression and exceptional contrast. Respected around the world as a master of Korean abstract art, Kim’s Universe became the first Korean artwork to sell for over KRW 10 billion.

LG Life’s Good Music Video Campaign

LG’s endeavors to strike a chord with Millennials and Gen Zs go beyond art and visuals. To address the typical digital native’s love for video storytelling,^* the LG Life’s Good Music Video campaign was recently running in 9 of LG’s Asian offices with the goal of creating unique music videos for each region with local music influencers singing about what ‘Life’s Good’ means to them. These music videos have been uploaded to the official LG YouTube channel of that country and have already amassed a total of 12.3 million views. And to bring everything together, all the videos have been compiled into one to feature every performer while showing off the beautiful scenes of each city.

These global office initiatives embody the company’s unwavering commitment to discovering new ways to connect with the younger generation through the power and wonder of art, music and cutting-edge technology. Carrying on these efforts, LG will continue supporting impactful cultural experiences designed to excite and inspire the MZ Generation and promote closer communication.

Contributed by LG Baltic and Türkiye

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^*https://ghidotti.com/blog/millennials-vs-gen-z-the-importance-of-generational-marketing/

LG x Maserati: Making Every Space a Masterpiece

LG StanbyME installed next to the Maserati's luxurious automobile at Maserati showroom in Hong Kong

Prestigious products not only boast technological advancements but aesthetically pleasing designs, bringing convenience to daily lives while seamlessly blending in with any home interior design. Delivering extraordinary experiences and exquisite design simultaneously, there is no better example than the LG Objet Collection.

Among the many innovations within the LG OLED Objet Collection is the Easel (65Art90), which combines an elegant easel-style design with a textured art canvas-like sliding cover. This unique form enables users to turn their TV into a piece of art whilst adding a further touch of elegance to home living spaces. To celebrate its debut in Hong Kong as well as to demonstrate how LG pursues technological breakthroughs that improve quality of life and satisfy users’ various tastes, LG Hong Kong collaborated with the premier Italian luxury-sports car brand, Maserati.

The event was hosted in the new Maserati Experience Center in Causeway Bay during its opening week, allowing an inspirational and ideal showcase of LG’s latest innovation. Not only top influencers and media but esteemed VIPs and members of the Maserati Club exclusively enjoyed a one-of-a-kind experience, where LG expressed the bold, stylish statement of LG OLED Objet Collection. One attendee of the event even complimented the Easel as “a masterful grasp of entertainment as a collection of art.”

Extending the collaboration, LG partnered with Maserati to enrich the entire customer journey at the new Experience Centre by placing the Easel with other products from LG OLED Objet Collection. Maserati showroom visitors are now able to visualize the configuration of Maserati cars across its model range and tailoring options by using StanbyME’s browsing feature and enjoy a stunning demonstration of Maserati cars displayed on LG OLED evo Gallery Edition and the Easel.

Other LG products showcased at the Experience Center include the fully integrated LG Styler, allowing showroom visitors to understand how this pioneering technology helps keep their wardrobe, including valuable and delicate coats, jackets and dresses, in the best hygienic condition with fabric well-protected. Visitors are also offered a chance to experience powerful and refreshing air quality enhancement brought by LG PuriCare AeroTower and PuriCare 360 Air Purifier, standout models among LG’s home appliances.

Through the exciting collaboration with Maserati, LG took the opportunity of demonstrating how it pursues a perfect harmony of technology and stylish design. The brand is committed to redefining what is possible when art and technology come together, and LG OLED Objet Collection displayed at the heart of Causeway Bay well proved the brand’s capability and potential, easily turning every space into a masterpiece.

Contributed by LG Hong Kong

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LG’s New SMART Monitor Inspires New Lifestyles Full of Convenience and Flexibility

Perfect for Productivity and Entertainment, This All-Around Monitor
Comes With LG TV’s webOS 22 for Seamless Content Streaming

SEOUL, Nov. 2, 2022 — LG Electronics (LG) is unveiling the 32-inch 4K UHD LG SMART Monitor (model 32SQ780S). The all-around SMART Monitor enhances home life by enabling a remote workstation, home exercising, next-level gaming and various entertainment applications, including popular streaming services, without a PC connection. Thanks to its built-in features and LG’s ergonomic stand with maximum adjustability, the unique 32SQ780S allows users to enjoy the content love how they want and when they want, at their desk or on the sofa.

Under the brand’s motto of ‘Work Smarter, Play Better’, LG SMART Monitor prioritizes multitasking to give consumers seeking a single display that connects to their desktop, laptop or gaming device the perfect way to get everything done in one place. Supporting LG TV’s acclaimed webOS 22, this model delivers next-level convenience for content consumption with seamless streaming services for YouTube and Netflix, even without setting up a separate connection with PCs.¹

As a multifunctional monitor designed for the home, LG SMART Monitor sports a 4K UHD (3840 x 2160) display, delivering high picture quality for whatever the user’s working on and covering 90 percent of DCI-P3 color gamut with HDR 10 support. The monitor’s display produces clear, precise images to heighten the audience’s immersion when viewing everything from comedies and blockbuster movies to live sports and gaming. In addition to premium picture quality, its ample sound is backed by a built-in 5 watt dual channel stereo speaker to give the viewing experience an extra dimension.

For a quick and flexible workstation, LG SMART Monitor can download various home office applications from LG Content Studio, while its LG ThinQ Homeboard supports intuitive webOS-based IoT services that let users control their home appliances with ease. Also, smart wireless connection supported by MiraCast makes sure users can mirror their smartphone screen on their new monitor.

What’s more, LG SMART Monitor comes equipped with the LG Ergo stand, which makes it easy to extend, retract, swivel, pivot, raise or tilt the display to attain the optimal viewing angle for work or watching content. Gaining considerable attention in the market for its comfort-enhancing features, LG Ergo offers vertical and horizontal modes that allow for diverse usage scenarios and user preferences, while its C-clamp and grommet enable easy, space-friendly installation.

“Smart monitors are designed to meet the diverse lifestyles of today’s customers,” said Seo Young-jae, senior vice president and head of the IT business unit of LG Electronics Business Solutions Company. “With LG’s new smart monitor, users can now do almost everything with a single display, from working and learning at home to streaming content and movies in easy and comfortable way.”

LG SMART Monitor will be available in early November, starting in the U.S. with other markets to follow.

Specifications:

		LG SMART Monitor (32SQ780S)
Size / Resolution	Screen Size	32-inch
Size / Resolution	Resolution	UHD (3,840 x 2,160)
Graphic	Panel	VA (250cd/m²)
	Color Gamut (Typ.)	DCI-P3 90%
	HDR	HDR10
	Viewing Angle	178° (Vertical) / 178° (Horizontal)
Interface	USB Type-C™	O (x1, Power Delivery 65W)
	HDMI	O (x2)
	USB 2.0	O (x3)
	Wi-Fi	O
	Bluetooth	O
	Speaker	5W (x2)
	Camera	X
Smart Feature / Service	OS	webOS 22
	Microsoft Office	X
	Remote Desktop PC	O
	Voice Assistant	LG ThinQ, Alexa
Design	Stand	Ergo Stand Tilt, Height, Pivot, Swivel
Accessory		Magic Remote Control²

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¹ Internet connection and subscription to streaming services required.
²Require a separate purchase

LG Announces Third-Quarter 2022 Financial Results

A picture of LG Twin Towers in the daytime

Strong Demand for Premium LG Home Appliances and Auto Parts
Drives Highest Quarterly Revenue in Company History

SEOUL, Oct. 28, 2022 — LG Electronics Inc. (LG) announced third-quarter 2022 consolidated revenues of KRW 21.2 trillion, an increase of 14.1 percent from the same quarter last year and the highest quarterly revenue in the history of LG Electronics. Operating profit for the third quarter was KRW 746.6 billion, 25.1 percent higher than the same quarter last year.

For the third quarter, the company recorded growth of revenues driven by increased sales of premium home appliances including new appliance categories and automotive parts. However, considering one-off costs incurred last year, operating profit declined due to weak demand caused by the global economic slowdown.

The LG Home Appliance & Air Solution Company reported revenues of KRW 7.5 trillion in the third quarter, an increase of 5.8 percent from the same quarter last year, recording the highest third-quarter revenue ever for the business unit. Operating profit of KRW 228.3 billion was lower than last year due to increased marketing investments and higher logistics costs. Revenue increase was driven by strong sales of premium appliances including new appliance categories such as hygiene products using steam technology in the key regions of North America and Europe. The business unit plans to continue its momentum by improving competitiveness of premium products and strengthening its mass-tier lineup, along with cost structure management to enhance profitability.

The LG Home Entertainment Company recorded revenues of KRW 3.7 trillion in the third quarter and an operating loss of KRW 55.4 billion, which reflected higher marketing investments in response to intensified market competition. LG’s Home Entertainment strategy will center on effectively managing marketing expenses and boosting the premium TV segment, in addition to nimble inventory management.

The LG Vehicle component Solutions Company achieved third-quarter sales of KRW 2.3 trillion, a 45.6 percent increase from the same period in 2021, marking the business unit’s highest quarterly revenue. Third-quarter 2022 operating profit was KRW 96.1 billion. The significantly higher sales were driven by proactively responding to higher demand from automakers with efficient supply chain management. The company will continue to build strong relationships with global automakers and work to increase profitability through efficient cost structure management.

The LG Business Solutions Company recorded third-quarter revenues of KRW 1.4 trillion with operating loss of KRW 14.4 billion caused by higher raw material costs and increased global logistics costs. Revenues increased 9.7 percent from a year ago largely on the back of recovery of the B2B segment. The company plans to aggressively target the rebounding B2B segment by developing more customized solutions and expanding its product portfolio for stable growth, coupled with stabilizing the supply of major components, actively reducing costs and managing resources more efficiently.

Earnings Conference and Conference Call

LG Electronics will hold a Korean / English conference call on October 28, 2022 at 16:00 Korea Standard Time (07:00 GMT/UTC). Conference call participants are instructed to pre-register online to receive a private PIN. To participate in the conference call, dial +82 31 810 3130, enter passcode 6418# and then the PIN. The corresponding presentation file will be available for download at the LG Electronics website before the call.

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[Mobility Inside] The Power of the Cloud in the Automotive Industry

A human hand touching an infotainment display installed in a vehicle

For most, the ‘cloud’ is already a very familiar term, with many of us already using its services every single day. Referring to the software and services that run on the Internet, the cloud lets you save files on a server that can be accessed from anywhere. Unlike the files saved directly to your computer or smartphone, files on the cloud can be seen, downloaded and modified on any device that has Internet connection.

Cloud technology is not just for the office either, as the cutting-edge solution is being applied to various industries. Let’s see how the cloud is changing the automotive sector for the better.

Autonomous Cars and the Cloud

Since the autonomous vehicles of tomorrow won’t require a human behind the wheel, they must instantly recognize a great deal of information including locations, lanes, traffic signals and roads that are new or under construction. And to avoid any traffic accidents and ensure passengers’ safety, this information must be constantly updated and available in real-time.

Autonomous cars must also acquire location-based infotainment service content to maximize the driver’s convenience, such as providing the locations of nearby parking lots, low-price gas stations, rechargeable electric vehicle charging stations and restaurants.

But where will autonomous vehicles get all this information from? The answer is a three-dimensional digital high-precision road map shared through the power of the cloud.

To make autonomous driving possible, constantly-changing road conditions are shared in real-time, new information is then reflected in the high-precision road map and, finally, the updated road map is transmitted to the vehicle, all via the cloud. All three steps must be done swiftly, accurately and in real-time for self-driving cars to be a viable option, and the cloud must be stable enough to handle a never-ending stream of high-definition data.

Smart City and the Cloud

Going beyond the implementation of autonomous vehicles, smart cities also depend on the cloud to connect to other parts of the country and the world. In general, the further the distance between a device and the cloud, the slower its responsiveness and processing speed. However, if more and more devices are situated closer to the cloud, communication speed and accuracy can be significantly improved. This is known as edge computing, which places computing resources closer to data sources to speed up insights and response times while enhancing bandwidth availability.

Take a smart city’s autonomous vehicles for example. Autonomous cars must be able to accelerate, brake and make intelligent decisions in a split-second. If data, which is gathered minute by minute, is sent to a cloud server far away, a vehicle may have to wait too long to receive the information, making the process inefficient while increasing the risk of accidents. To resolve this issue, edge computing distributes data across multiple smaller edge clouds as to better handle the vast amounts of data.

Edge computing for autonomous vehicles utilizes the car’s sensors to gather data needed to measure the distance between other vehicles, which then allows it to adjust the distance, change lanes and recognize traffic signals accordingly. And in this case, the more autonomous vehicles on the road the better as self-driving cars share traffic information in the edge cloud in real time to avoid traffic jams and accidents.

LG and the Cloud

From cars, robots and drones to the flying cars of the future, if it’s an autonomous machine, then the cloud always has a part to play. In the case of autonomous driving, the precise mapping and driving information stored on the cloud may become even more important than the human eye.

LG is already applying the cloud to its autonomous car parts, autonomous robots and smart home entertainment devices. To develop top-class electric vehicle (EV) component solutions, including autonomous car parts, telematics, cockpits as well as audio, video and navigation (AVN) systems, LG is combining its cloud, connectivity and location-based technologies. With the data it collects from autonomous cars, consumer electronics and Internet of Things (IoT) devices, LG can improve its products and services through the cloud.

In the not-too-distant future, every single product and service the world over will support Wi-Fi and be able to connect to the cloud. Cloud computing is here to stay and will become an essential technology for companies like LG to adopt to create constantly evolving products and services.

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[Executive Corner] Product Design, the Start of the Consumer Experience

Image of Chung Wook-jun, vice president and head of H&A Design Lab., taken during interview.

Home appliances, like furniture items, art and decorative objects, are an essential part of interior design. While flashy, attention-grabbing appliances have been quite popular at times, consumers today are showing a far greater appetite for subtle, sophisticated products that can bring harmony to their indoor spaces, rather than dominate them.

In 2018, to meet the rising demand for home appliances that can blend in well with each consumer’s decorating style, LG launched ‘LG Objet’, introducing a new concept in convergence products. LG Objet solutions are a premium combination of home appliances and furniture that delivers modern convenience as well as seamless stylistic and spatial integration.

And, in October 2020, the company took things to the next level with the unveiling of the ultra-elegant LG Objet Collection, further blurring the line between state-of-the-art home appliances and designer furnishings. Created to help bring harmony to any living space, LG Objet Collection products leverage the latest technologies to make daily life easier in multiple ways, along with an aesthetic that harmonizes effortlessly with one’s taste in décor, whatever it may be and however it might change. Offering various combinations of colors and finishes to choose from, the Collection presents a plethora of personalization possibilities.

At IFA 2022, LG once again raised the bar with the latest addition to the LG Objet Collection lineup: the groundbreaking MoodUP™ refrigerator. Featuring color-changing LED door panels that can be easily controlled with the LG ThinQ app, the unique MoodUP can enhance the atmosphere in the kitchen, reflect the user’s current mood or even help to brighten up their day. The ultimate fridge for those who enjoy variety and change in their living environment, the MoodUP can be ‘refreshed’ with a different color combo whenever the mood takes hold. And for those planning to redecorate their kitchen, the MoodUP can easily match any new décor by changing colors on the app.

Prioritizing and expanding the customer experience, the MoodUP refrigerator can also change its colors or flash in time to music played through its built-in Bluetooth speaker – yet another example of how LG is rethinking home appliances and finding inventive ways to harmonize living space and lifestyle.

The MoodUP refrigerator is a perfect example of how LG products are developed by studying different customers’ lifestyles and reflecting their demands. Accordingly, LG product designers play a rather active role in the product development process from the very early stages.

Inspirations can even be found unexpectedly in everyday life experiences. To offer a personal anecdote, a few years ago, an idea for a new product came to me randomly at home. I noticed my wife separating my clothes from those of my daughter and washing them in different loads, an observation that helped our team come up with the LG TWINWash™. This game changer allows users to wash small loads in the compact LG SideKick washer below while running larger loads on top. It is always such a rewarding experience when our customers use our products the way we originally intended and to see them satisfied with the experience.

What’s more, in my view, good home appliance design considers not only the functionality and the look of the product itself, but how that product can relate to and harmonize with the space in which it will be placed. Moreover, it should be able to fit in with any space and be able to accommodate the widest possible range of personal tastes.

To achieve this, designers need to consider how the product will allow consumers to curate their space as they want it, without making compromises. This is why LG product designers focus on balancing convenience and customizability, form and function, to create seamless solutions that enhance the customer experience for each and every user.

This story was edited from an editorial feature article published in Yonhap.

By Chung Wook-jun, vice president and head of H&A Design Lab. at LG Electronics’ Life Innovation Design Center

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[Better Life Story] The Power of ‘We’ for a Better Life and a More Inclusive Society

A colorful illustration of a green environment with the phrase, “Better Life for All”

Sustainable living is only achievable if people and organizations come together with a shared vision and mutual respect. With this idea of positive ‘co-existence’ crucial to the future of the planet and people, LG has long been pursuing a truly inclusive environment for people from all walks of life, in the best way it can – providing easily accessible products everyone can use regardless of their abilities.

The Better Life Plan 2030 is the next phase in LG’s mission to inspire greater togetherness. Building on its long-standing goals for establishing a diverse, inclusive society, the company is now introducing a concrete action plan and detailed performance indicators to strengthen bonds with people, including suppliers, employees and consumers, to promote more of ‘we,’ and less of ‘me.’

As part of this plan, LG plans to provide suppliers with corporate knowledge and expertise to enable safer and more efficient operations, establish clear-cut metrics to assess the workforce’s diversity, develop universally accessible products and more.

Working closely with partners, LG fosters a sustainable ecosystem across its entire supply chain to create safer working environments and stable supply systems.

LG has been encouraging suppliers to adhere to globally recognized management standards and health and safety management certifications to help them maintain a self-inspection high-risk ratio under 0.5%. For example, preventing excessive work hours for better working conditions, earning more health and safety certifications and providing resources and expertise so suppliers can execute ESG management practices. Assessing new suppliers is another integral part of LG’s approach, which is why it is applying stricter ESG evaluation criteria for its corporate partnerships.

Since LG embraces people-oriented management, its doors are always open to talent regardless of their inherited traits or diverse identities. Moving forward, the company aims to provide socially disadvantaged classes, like those living with disabilities, with more career opportunities.

By 2030, the company will have created various job opportunities for people with disabilities. And to ensure all employees are equally recognized and included in corporate culture, LG will soon introduce more company-wide diversity training programs.

When it comes to new product innovation, LG takes the viewpoint of its myriad users. The company’s products must be universally functional and convenient, which means they must be easily usable by elderly, young and disabled people to ensure not even a single person is excluded.

With the objective of adapting accessibility features by 2025, and providing user manuals with every product by 2030, LG is teaming up with the consumer group ‘Disabled Advisory Group’ made up of users with varying abilities to hear their views and reflect them into every product it develops going forward. LG is also extending its efforts to boost accessibility by addressing customer touchpoints that extend beyond its products. For example, sign language kiosks and barrier-free services will be adopted to provide the most accessible customer experience to date.

LG’s vision for a sustainable world has been shaped by its guiding principle: ‘A Better Life for All’. The company continues to foster a greener, more resilient earth for all by pursuing carbon-neutral business practices and circular economies, while standing with its suppliers, employees and consumers to form a better ‘us’ that results in a more diverse and inclusive society.

A small step towards a brighter future for everyone – this is LG’s Better Life story and the journey has just begun. #BetterLifeforAll.

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[On the Job] Fun at Home is on Tap with LG HomeBrew

LG’s My Beer Lab office full of employees

In this installment of On the Job, we become the newest member of the My Beer Lab in charge of improving and developing new recipes for LG HomeBrew.

After a tiring day of work, a refreshing, ice-cold beer sounds divine to many of us. But could you imagine a world where tasting beer was your job? At LG, there is such a position, where it’s not only okay to think about beer, but also to drink it responsibly on the job.

Based in a shared office in bustling Seoul, LG’s My Beer Lab is tasked with thinking about the art of crafting beer and the rising trend of drinking alone at home, or ‘honsul’ as it’s known in Korea – a mix of “alone” and “alcoholic beverage” in Korean – which has gained traction as more people have stayed in during COVID-19.

“Having worked as a brand manager for a global liquor company, I joined My Beer Lab because I wanted to try something new,” said Kim Ji-hong, head of marketing for LG HomeBrew. “To promote LG HomeBrew to as many people as possible, we’re busy planning new content and product placements while working with beer-loving brand ambassadors, and we also hope to create a space for customers to experience LG HomeBrew in person.”

“When I first saw the world’s first capsule-made home beer maker, I couldn’t stop thinking about its endless potential,” said Lee Dong-hoon, the man in charge of LG HomeBrew recipes. “We’re in the process of developing a diverse list of recipes so that LG HomeBrew fans can make more types of beer in the comfort of their home.”

So, what does it take to work at My Beer Lab? Well, a passion for alcohol is of course a must. “I’ve always been interested in mainstream culture since my college days, and my love for all kinds of alcohol, including whiskey, vodka and rum, helped me start my career at a global liquor company,” said Kim. To expand on his knowledge, Kim even attended a professional beer course in Ireland, the famous home of Guinness.

“I don’t have the highest tolerance for alcohol, but I love nothing more than a fun, unique get-together with fellow beer enthusiasts and the atmosphere this creates, which is what fueled my desire to work in this field,” added Lee. Before joining My Bear Lab, he invested a lot of time learning about the latest brewing technologies from engineers based in Germany, which boasts a rich beer heritage.

My Beer Lab’s seven employees start their morning with a 9AM staff meeting, where they freely share their work progress and opinions. Each unique opinion is valuable because it helps determine and carry out all aspects of product planning, supply chain management and marketing.

Considering how fast the alcohol industry changes, trends come and go quickly. Therefore, the team must stay on top of current fads. “Whenever I see a new type of beer, I buy several and bring them into the office to try with my team. As a marketer, it’s not just about the taste, but also the overall packaging and glass design,” said Kim. “When I go to a restaurant, I pay attention to what alcohol is on the menu and what people are ordering. This has become second nature to me,” added Lee.

When it comes to developing new recipes, the team must consider how it can deliver new, fun experiences to customers and take advantage of LG HomeBrew’s ability to make daily lives more special. This is why the latest model reduces the average crafting time of ale beer, a favorite among customers, from 14 days to 10.

Blind taste test conducted at My Beer Lab

To help them develop delicious new recipes, My Beer Lab conducts blind taste tests every daily where they can share their opinions and preferences with other team members. They also take time to gather consumer opinions through social media while monitoring their posts and comments to learn what they like and don’t like. It’s these efforts that ensure LG HomeBrew satisfies more consumers with new recipes that will be loved by most people.

So, as LG’s official beer experts, which beer do they recommend? That all depends on personal preference. For those seeking a light-bodied beer, there’s nothing better than the pilsner or wheat beer which each boast a refreshing taste and subtle scent. Others may prefer something not too light or too heavy, so a pale or red ale is perfect for them with both favorites among craft beer enthusiasts, as they’re easy to drink and pair well with all kinds of food. And finally, for those who enjoy full-bodied tastes, a stout or IPA is the optimum choice with its dark, heavy taste that lets one fully enjoy the true wonders of craft beer.

Stay tuned for the next installment of On the Job to see what other interesting jobs there are at LG!

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Building a World Where Everyone Has a Safe Place to Call Home

Two students planting trees to help improve their school ground.

To help give every global citizen a safe space that they can call home, in 2020, LG teamed up with Habitat for Humanity (HFH) Korea to establish the Life’s Good: Hope Village project. As the second phase of this worldwide project, LG is now promoting safe and sanitary environments by building sturdy, eco-friendly housing and clean local public facilities for some of the less fortunate people living in Vietnam, India and Kenya.

With a deep understanding of the local people and culture, LG designed an extremely thoughtful approach that would help take care of those in need and lay the foundations for a sustainable, inclusive environment for the community’s future generations.

This project focused on creating an environment that encouraged greater sanitation and educational opportunities, and included the construction of a new community restroom and local library, as well as much-needed repairs to numerous run-down houses in the area. In India’s Pune district, where ten-hour power blackouts are an everyday occurrence, five solar power production facilities have been installed through this project to provide a more reliable source of electricity. Training sessions were also organized for more than 1,500 residents to teach them about the importance of environmentally friendly living, safe drinking water and general hygiene and sanitation.

Also, to make locals’ lives better and more convenient, LG donated a number of its innovative household appliances, including washing machines, microwaves, refrigerators and air conditioners, to make healthier living at home possible for them, too.

“For a long ten years, my whole family was living in an old temporary house made of wood plates and with no toilet. Living here threatened the health and happiness of the people I loved every day,” said Bui Thi Luc, a resident of the Ruong Denh village whose home is being rebuilt through the Hope Village project. “But thanks to LG and Habitat for Humanity, my family and I can finally live in our dream home and always feel safe and comfortable.”

Driven by the company’s enduring vision that sees everyone deserving of that Life’s Good feeling, LG will continue to help build safe spaces for people from all walks of life around the world.

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Bringing Plant Into the Home Interior: The Trendsetting LG tiiun

LG tiiun mini is growing herbs and marigolds

For almost three years now, many of us have been adapted to spend time at home. It’s a significant shift that has led to, among other things, an explosion of interest in interior decorating and the personalization of one’s living environment. One of the more popular décor styles of the moment is called ‘planterior.’ A combination of the word ‘plant’ and ‘interior,’ the term ‘planterior’ means to bring nature indoors, creating gorgeous, lush spaces through the use of live plants, flowers and shrubs.

Having a variety of different greenery, from desert succulents and tropical plants to small trees and creepers, brings instant visual interest to a room. Plant life offers an array of colors, shapes and textures – as well as delectable scents – that can be mixed and matched to suite personal taste, and to add a sense of artistic beauty and wellbeing to your abode.

Going hand in hand with this, and the desire to realize a ‘greener’ home through prioritizing recycling and adopting eco-conscious materials, is the trend of growing your own herbs, vegetables and flowers. For the easiest possible home-growing experience, LG offers the tiiun and the newly-launched tiiun mini; innovations that deliver fresh greens with no fuss, even if you’re completely new to the wonders of gardening.

Key to the ease and effectiveness of tiiun are LG’s innovative and highly convenient seed kits, which were developed based on the company’s in-depth research into plant cultivation. Using the seed kits, along with water and nutritional supplements that comes with seed kits and LED lighting, LG tiiun enables users to grow plants, vegetables and flowers¹ in just four to eight weeks.² No messy soil required.

Additionally, tiiun employs the Flexible Weather Control System, which leverages the company’s renowned Inverter Compressor to automatically adjust the temperature for optimal plant growth. Users can also easily manage the entire plant cultivation process by connecting the appliance to the LG ThinQ^TM app. They’ll receive notifications about water levels, temperature and lighting, and be kept up to date on how their plants are progressing.

For those with smaller houses or apartments – or those that just want to see the magic of nature at work while in their room or home office – the LG tiiun mini is a perfect solution. More compact than the standard-size model, the tiiun mini enriches the home and consumers’ lifestyles by conveniently cultivating plants that can be enjoyed either as part of a nutritious diet or as natural decoration. Since its recent launch, the tiiun mini has captured the attention of millions of people worldwide, especially who are leading the trend of living more in harmony with nature.

An innovation for a better life, LG tiiun has made growing plants more convenient and space-friendly than ever, created a new home appliance category – harvester – and helped introduce a new concept in home living. Delivering new value and customer experiences, LG will continue to create products that improve daily life and pave the way toward a sustainable future for all.

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¹ LG currently offers 22 different species of plants, vegetables and flowers to choose from.
² The cultivation period is approximately four weeks for leafy greens, six weeks for herbs and eight weeks for flowers.

[Mobility Inside] How Semiconductors Let Vehicles See, Hear and Think

Semiconductor fabricated by robot arms on its side

Early last year, news that a global semiconductor shortage would slow automobile production until the end of 2021 hit the front pages of every business daily. In the background, major car makers were scrambling to secure their share of semiconductor chips but, despite their best efforts, around 670,000 cars worldwide were tied up at the production stage in the first quarter of 2021 alone – according to UK-based market research institution IHS Markit.

So, the question lies: “Why are semiconductors so important for car manufacturing, and what role do they play in vehicular support?” In this episode of Mobility Inside, we’re going to answer these questions.

Automobile semiconductors determine a car’s computing capabilities. Simply put, they act as the vehicle’s brain to power it and all its electronics, like the in-vehicle infotainment (IVI) systems, digital cockpits and much more.

Throughout the 20th century, automobile innovation mainly focused on precision engine technology, cutting-edge gearboxes and power systems, which is how global car manufacturers led the Industrial Revolution utilizing such technologies.

However, the cars of the past pale in comparison to today’s cars which have transformed into computers that implement information technology to communicate with other vehicles and provide displays for various forms of entertainment. In other words, the software controlling the car’s hardware has become a core component of the modern vehicle, and this software can only be improved with a semiconductor boasting next-generation computing capacity.

When asked to describe their image of a futuristic car, many will probably come up with some form of electric vehicle (EV). And, although it’s impossible to predict the appearance of vehicles in the decades to come, we can safely say they’ll still be powered by semiconductors. In the near future, the definition of the car will transcend ‘a means of transport’ to incorporate it’s use as an entertainment device or even a mobility home that takes you from A to B quickly without harming the planet.

In the case of autonomous vehicles, built-in artificial intelligence (AI) utilizes a system of cameras and sensors positioned on each side to analyze traffic, distance and more, so it can safely drive itself without hitting other cars or objects. Without semiconductors, this would be impossible as they allow the AI to conduct all the necessary calculations and analysis to ensure complete driving autonomy.

Self-driving cars can instantly identify and process precise information on their surroundings, like people, objects, roads and buildings, which they then share with other vehicles and systems. With self-driving cars and road conditions constantly changing, we need powerful automobile semiconductors to process large amounts of constantly changing data. These innovative chips use image sensing to create stability along with exceptional autonomous driving experiences.

Environmentally friendly vehicles that aim to cut gasoline and diesel fumes are equally reliant on electronic systems, since these vehicles have built-in electric systems that are unable to function without the semiconductors that control the entire cockpit.

Let’s move on to the unique characteristics of automobile semiconductors.

Sophisticated Design

Semiconductors come in two types: memory semiconductors and non-memory semiconductors. Memory semiconductors are mass-produced for each product type and serve as storage, whereas non-memory semiconductors, which is where automobile semiconductors fall under, are made in small batches for multiple product types and services to analyze and process information, adding extra value. Non-memory semiconductors occupy 60 percent of the entire semiconductor market and require advanced design technology, which is why they cost more.

Diverse Capabilities

Non-memory semiconductors are not solely used for automobiles either, but are used in various everyday IT devices, like home appliances, 5G smartphones, game consoles and graphics cards. Demand for these devices and automobiles has grown exponentially thanks to the contact-free boom created by the global pandemic. However, this presents an unprecedented challenge for semiconductor manufacturers to keep up with the massive influx of sales.

Difficulty to Produce on Command

It typically takes around 6 months to make and deliver automobile or non-memory semiconductors, as they require sophisticated technology and significant time set aside for quality control – thorough inspections to guarantee the quality, facility investment and design capacity.

With this in mind, car manufacturers are working tirelessly to ensure the stable production of semiconductors. They are boosting contracts and relationships with manufacturers and carrying out M&As and collaborations with promising autonomous vehicle tech startups, global companies with proven semiconductor systems and leading mobility firms. What’s more, companies are investing more in R&D so that they can patent their own secure automobile semiconductor technologies to gain a competitive edge.

LG is continuously striving to bring the future of mobility to your doorstep, so stay tuned to see what automobile technologies and software LG has in store for you!

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Celebrating the Traditions of Taekwondo in South Africa

Taekwondo athletes preparing for a performance at the Ambassador's Taekwondo Cup in South Africa

Taekwondo, a traditional martial art originating from Korea, has gained tremendous popularity across the world, so much so that it became an official Olympic sport in the summer of 2000. Acknowledged worldwide as a great way to develop and maintain one’s self-discipline, as well as keep a healthy body, many millions have fallen in love with the traditions and art of Taekwondo and everything the sport represents.

To promote this inclusive sport across the vibrant continent of Africa, the Embassy of the Republic of Korea has been annually hosting the Ambassador’s Taekwondo Cup since 2009, and this is the first year for LG to support the Taekwondo Cup in partnership with the Embassy of the Republic of Korea and the South African Taekwondo Association.

During the tournament’s opening remarks, Park Chull-joo, Korean Ambassador to South Africa, highlighted the soaring popularity of Taekwondo in South Africa and how it demonstrated that cooperation between Korea and South Africa had strengthened over the years. The event was jam-packed with spectacular shows including impressive, energetic skills demonstrations performed by the Kukkiwon, the South Korean government’s official Taekwondo governing body, and talented athletes hailing from South Africa, which were accompanied by beautiful Korean traditional music.

Attendees could enjoy and experience select LG products showcased during the event, which included LG NanoCell TV, LG QNED TV, LG OLED evo, LG Styler and LG InstaView refrigerator. What’s more, promotional videos championing Busan’s bid for World Expo 2030 were displayed on the LG TVs being presented, which is another example of LG proudly supporting this bid after airing promotional videos on its outdoor displays in iconic spots such as Times Square, New York and Piccadilly Circus, London.

LG will carry on supporting and hosting various cultural events that provide locals with new experiences and opportunities, as the company takes another step toward becoming a global powerhouse for culture and technology, spreading hope and spirit with its “Life’s Good” message.

Contributed by LG South Africa

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LG Partners With Unity to Offer New Experiences in the Virtual Space

Companies to Develop Core Technologies for Meta-Home and Digital Humans

SEOUL, Oct. 17, 2022 — LG Electronics (LG) has signed a memorandum of understanding (MOU) with Unity, the world’s leading platform for creating and operating real-time 3D (RT3D) content, for the development of meta-home and digital humans.

Meta-home will let users create a highly accurate ‘digital twin’ of their personal living space, enabling them to spend time in a dynamic, virtual version of their own home. All the LG products installed in the user’s real home can be found inside meta-home. What’s more, any adjustments the user makes to their LG devices’ settings, features or functions within the digital environment will be reflected in the real world, providing an innovative, convenient method of control and an enjoyable, new customer experience.

Users can also customize their digital abode by rearranging the furniture and appliances, and come together with other meta-home users from all over the world to share personal tips and experiences of using LG’s advanced lifestyle solutions.

On top of that, meta-home will feature ultra-lifelike digital humans that can sense when users need assistance, offering timely support, for example, should they require help managing a specific appliance function. Through the integration of LG’s voice recognition, natural language processing and contextual learning technologies, as well as Unity’s sophisticated engine – which is used across various industries – these digital helpers will be able to communicate in an exceptionally natural way.

In addition to their conversational skills, meta-home’s virtual occupants will make interactions feel more ‘human’ thanks to their realistic, situationally-appropriate facial expressions and gestures.

“Meta-home featuring digital humans will leverage LG’s advanced technologies and in-depth understanding of consumers and the home environment, and Unity’s unrivaled capabilities in RT3D and computer graphics, to deliver a true customer-experience innovation,” said Dr. Kim Byoung-hoon, CTO and executive vice president of LG Electronics.

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Inventing Next-Level Art Experiences Through the Fusion of Art and Tech

Two visitors taking a closer look at LG OLED-powered “Into the Maze” installation by the German artist, Tobias Rehberger

Through the inspirational LG OLED ART project, LG has been helping influential artists shake up the art world with the bonding of art and technology. A partnership that was always meant to be, LG OLED TVs provide the perfect digital canvas for such talented artists to do what they do best – revolutionize art. So far, LG OLED TV has featured the work of several high-profile artists at top galleries and renowned art events worldwide.

At Frieze London 2022, one of the world’s most influential contemporary art fairs, LG announced that it was working with Germany’s Tobias Rehberger, an artist whose visually powerful works challenge people’s long-held perceptions of art. Through his distinctive style and sculpture, industrial object and handcrafted article mediums, Tobias aims to discover unexplored links between structural design, architecture and the fine arts, taking inspiration from the unexpected encounters that occur as a result.

The OLED-powered “Into the Maze” installation lets visitors “see and unsee” inside a labyrinth that seemingly defies the laws of gravity. This art piece is partly presented on the equally impressive LG SIGNATURE OLED R, which rolls down to render itself practically invisible in most interiors. Accompanied by DJ Sven Väth’s “NYX” song, this video presents a captivating spatial optical illusion by passing along the screen before returning to the white and black line patterns that cover the entire surrounding wall.

The company’s 65- and 77-inch OLED evo models are also being showcased at Frieze London. Here, the OLED evo models express moving patterns that match the interior’s wallpaper to create truly captivating experiences so that viewers can feel the dynamic energy from every artwork being displayed. Boasting outstanding contrast, deep blacks, brilliant colors and a flush-to-wall design, OLED evo TVs bring an extra dimension to the art installation to make the viewing experience feel more real and immersive.

Referred to by many as the ultimate digital canvas, LG OLED TV is a must-have for creatives worldwide courtesy of how brilliantly it portrays an artist’s vision on screen through its unparalleled image quality. This is how the LG OLED ART project continues to produce memorable artist collaborations that unlock new art categories and customer experiences.

As an embodiment of LG’s commitment to elevating art and lifestyles through peerless OLED, the OLED ART World Tour is captivating thousands of people from all walks of life as it makes its way through the art capitals of the world, including New York, Venice, Basel and, most recently, London.

LG has been collaborating with Frieze, the world-renowned events company, on shows and taking inspiration from the vibrant local communities it meets along the way. Every digital artwork brought to life by LG OLED is uploaded online as soon as they’re unveiled, so art enthusiasts and OLED fans around the world can enjoy them anytime, anywhere.

To follow the LG OLED ART journey, visit the website.

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LG Newsroom