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

LG CEO Hosts ‘CEO F.U.N. Talk’ to Discuss Brand Direction With Employees

LG CEO William Cho making a speech at his fourth ‘CEO F.U.N. Talk’

CEO Cho Talks About the Present and Future of LG Brand at Live Online Event

SEOUL, Oct. 13, 2022 — LG Electronics (LG) CEO William Cho recently hosted his fourth ‘CEO F.U.N. Talk’ from Seoul, South Korea, speaking in depth with employees about the present and future direction of the company’s brand. Held under the theme of Becoming an Iconic Brand Loved By Customers, the live online event was attended by around 7,000 employees. F.U.N. – first, unique and new – is the company’s core concept for delivering better customer experiences and was introduced at the end of 2021 by CEO Cho.

“We must recognize that ‘people’ and the ‘brand’ are the most important assets we have for the future of the company,” said Mr. Cho. “With consumers’ needs becoming diverse, LG needs to revamp the presence of its brand so that the brand will excite and inspire customers around the world.”

Mr. Cho then touched on the continuing importance of LG’s brand direction of Life’s Good and how the company is helping to make customers’ lives better through its innovative smart solutions. He also reiterated LG’s brand mission of Innovation for a Better Life, and three core values of ‘Uncompromising Quality’, ‘Human-centric Innovation’ and ‘Warmth to Power a Smile’.

When asked about how to expand fandom for the LG brand, the CEO answered, “We can build a fandom by communicating with passionate communities who recognize the value of our products through micro-segmentation strategies, while expanding offline experience spaces as well as continuing activities to strengthen the brand experience by utilizing media that can be shared easily, such as music.”

CEO Cho ended the talk by discussing the major role of employees in the ongoing evolution and maturing of the company. “Good brands have something in common. They are full of good people who work and grow together to become a sum that’s greater than its individual parts,” said Cho. “It is you, as LG employees, who create the LG brand and the value for our consumers all around the world.

He concluded by thanking everyone for attending and asking that each LG employee become a brand ambassador to help spread the Life’s Good message.

During the event, participants were able to express their opinion through the live chat window. Many employees commented that it was valuable time since they were able to communicate in depth with the CEO, while others expressed their hope to continuously be able to communicate with company leadership in the future.

Since being named CEO last year, Mr. Cho has made it a priority to foster internal communications and creating a better company culture. As a part of his commitment, in May 2022, LG hosted ‘REINVENT Day,’ a casual forum where CEO Cho called on employees to make positive changes to help reinvent and reinvigorate the company.

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Transforming Waste Into Wealth Through Eco Packaging

As part of its ESG efforts and initiatives, LG is striving to proactively use eco-friendly materials from the manufacturing stage, and reduce negative environmental impact by delivering eco-friendly experiences to customers through eco packaging. Recently, LG Nigeria displayed artwork made from recycled LG OLED TV packaging through the ‘LG Waste to Wealth’ art exhibition at the Nike Art Gallery in Lagos, Nigeria.

The ‘LG Waste to Wealth’ art exhibition had LG teaming up with the African climate change response non-governmental organization (NGO), Solution 17, as well as a number of local up-and-coming artists and influencers. LG challenged these talented, young creatives to craft ingenious works of art using just LG packaging and prove that giving waste new value and meaning was possible. In total, twenty OLED TV boxes were used as canvases, collage tools or decorative elements that wowed gallery-goers.

Through this inspirational exhibition, LG successfully demonstrated its commitment to leading sustainability efforts while also informing customers that LG OLED TVs are designed with their eco-footprint in mind – both from a product and packaging perspective.

LG has transitioned to recycled materials that use no colored ink for all its TV packaging, including its groundbreaking OLED TV lineup which uses resources more effectively and efficiently than ever. What’s more, through its progressive technologies, the company is setting a leading example that champions the use of less plastic and more recycled materials within the TV sector.

Because LG OLED TVs do not require backlights, they’re able to use fewer parts than LCD TVs of the same class for a simpler structure that optimizes resource efficiency. For example, the 2022 lineup’s 65-inch LG OLED evo requires just 40% of the plastic of its LCD TV equivalent.

To expand its use of recycled plastics, LG is extending some of the recycled materials applied to LCD TVs such as QNED from last year to this year’s OLED offerings, a move which should ensure that 3,000 tons of waste plastic is recycled every year from its TVs alone.

Also starting this year, LG is applying a new composite fiber structure to all OLED evo models to significantly reduce weight and alleviate CO2 emissions so that transportation is much greener. Approximately 150 units of the latest OLED evo can now be shifted from A to B on a container based on 40 feet that weighs 2.3 tons less than one loaded with last year’s OLED TV 65-inch C1 series.

With the company’s thoughtful innovations that consider the health and wellbeing of both the consumer and the environment, LG continues to do its part to protect the planet and pave the way to a brighter tomorrow.

Contributed by LG Nigeria

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[Executive Corner] DX for the Customer: Innovating the Customer Experience With Data

Lee Sam-soo, Chief Digital Officer at LG Electronics, posing at his office with LG gram

The concept of the customer experience (CX) has risen in popularity in the media, academia and across a variety of industries in recent times, with some companies even changing departments’ names to include the term. This is expected because, as we’ve seen over the last few years, the ability to provide products and services based around the delivery of a quality CX has become key to organizations’ continued success and growth.

Understanding customer needs is of the utmost importance when it comes to establishing innovative CXs that create unforgettable memories when purchasing a product or experiencing a brand. Companies must observe and analyze the ‘customer journey’ from beginning to end so that they can understand what those needs are, including those that customers may not even be aware of by themselves, as well as in the context of when and why a particular product or solution is utilized.

While in-depth interviews, surveys and monitoring of customer behavior, both in-store and at home, are all valuable tools in this endeavor, such activities fall short when it comes to identifying ‘unvoiced’ customer needs. Also, the results derived from these methods may lack accuracy as they can easily be distorted by the subjectivity of the researcher. Likewise, the depth of insight may also vary depending on the capabilities of the researcher.

This is the point where a data-based approach of working more effectively is recommended. In addition to providing greater objectivity, it can help to prevent those unvoiced needs from staying hidden, leading to the realization of a better, more complete CX. From an internal perspective, the use of data-based insight – not one that depends on the subjectivity and competency of the person in charge – also provides us with more persuasive arguments for choosing a particular direction for a product or service over another.

Due to most products and services being connected to wired or wireless communications networks nowadays, collecting customer usage data has become a much simpler matter. Moreover, people of all generations are actively offering their opinions on the products and services they have used or tried out on social media, presenting companies with another valuable source of data that can be analyzed to pinpoint and understand customer needs.

‘Upgradable’ home appliances are constantly updated with new functions and services designed to meet users’ changing lifestyles and tastes. These appliances can also self-diagnose or solve certain operational problems on their own, providing an expanded, more convenient experience.

Establishing CXs based on insight gained from data utilization allows companies to design more personalized products and services. LG’s newly launched ‘upgradable’ home appliances are a good example of this approach in action, offering upgrades that the individual user can select and apply to tailor the experience to their own personal preferences and the unique demands of their lifestyle. LG is currently working on several projects that leverage a full and detailed analysis of customers’ device usage to provide new and personalized experiences.

However, many companies fail to maximize the usefulness of such data due to the following reasons.

First, many employees lack competence in data utilization, or haven’t yet recognized the benefits it can provide, and are stuck in function-oriented thinking with regards to the development of new products and services. To create a solid foundation for optimized CX delivery, both company leaders and practitioners should learn how to analyze and interpret all relevant customer data. Unfortunately, many marketers and product planners still find it hard to make good use of the data they have, relying instead on more traditional customer research methodologies.

Second, data collection and analysis are conducted without a clear definition of CX already in place. There are many companies that collect customer data without a specific purpose – or logical connection to a particular aspect of the CX they want to provide – in mind. This unfocused collection of data is bound to have its limitations, with any insight derived likely to establish little more than the usability of a given product or service. The deeper, more meaningful questions concerning the ‘when and why’ will remain frustratingly unanswered. Accordingly, it becomes even more difficult to gain the perspective needed to properly design the CX.

Third, there is a lack of collaboration between a company’s data analysts and the personnel tasked with understanding customers and designing the CX. Presented with the same data, different analysts may come to different conclusions about what that data actually reveals. Furthermore, if the analyst evaluating the data doesn’t have a good understanding of the industry concerned, any insight provided may prove difficult, or even impossible, to utilize. This is why it is essential to have a close collaboration between field experts and analysts, and that the latter play an active role in experience design and customer-insight delivery.

Once companies can resolve any issues of poor data utilization and use the data in conjunction with other research methods, they will have a valuable resource that will enable them to design new, upgraded experiences. Under this perspective, LG defines the three roles of data in the age of CX, suggesting specific implementations for each.

First, data can function as a trigger to initiate CX design. Therefore, after defining the CX they want to provide, companies should try to maximize their understanding of customers by considering what data is needed and how to obtain it. This can mean utilizing data collected by other teams within the company, or by securing data partnerships with external providers. Only when an organization combines creativity and innovation with a concerted effort to understand the customer can a high-quality CX be designed.

Second, data can act as an enabler, ensuring the intended CX is implemented properly. The creation, interconnection and processing of various data informs the overall CX design, as do ‘digital element’ technologies such as AI and extended reality (XR). Ultimately, in today’s environment, companies need to reinforce their ability to make sense of and apply data faster than their competitors, as doing so will reduce the lead time of any future CX releases.

Third, data serves as a valuable tracer for validating and monitoring the CX. Therefore, after the CX is designed and released, a data feedback loop can be used to verify whether the CX is being delivered as intended. This allows companies to improve existing experiences or seize the opportunity to create an entirely new kind of CX, or even expand into new businesses. As such, establishing a virtuous cycle encompassing data-based CX design and feedback-loop utilization is key to the ability to provide new experiences consistently and sustainably.

In order to truly understand customers and deliver meaningful CX innovation, companies should consider integrating robust, targeted data-utilization into their CX expansion plans from the very start. For most, success or failure in the current market environment will be determined by whether or not they can create the above virtuous cycle, and how much faster they can run that cycle compared to their competitors.

With its ongoing, company-wide digital transformation (DX), LG is leading the way in CX innovation, creating dynamic, new ways of doing things as a business and delivering unmatched value and convenience to its global customers.

This story was edited from an editorial feature article published in The Electronic Times.

By Lee Sam-soo, CDO at LG Electronics

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LG Releases Preliminary Earnings for Third-Quarter 2022

SEOUL, Oct. 7, 2022 — LG Electronics Inc. (LG) today announced its preliminary earnings results for the third quarter of 2022.

LG reported revenues of KRW 21.2 trillion in the third quarter of 2022, 14 percent higher than the same quarter of the previous year. Operating profit for the third quarter was KRW 746.6 billion, expected to be 25 percent higher than the same quarter of the previous year.

These figures are the tentative consolidated earnings based on K-IFRS provided as a service to investors prior to LG Electronics’ final earnings results including net profit. Details regarding each division will be announced officially later this month.

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LG Advances Its Smart TV Platform Business With webOS Hub

New Upgrade Offers a Customizable Interface for TV Brand Partners,
More Content and Convenience for Users

SEOUL, Oct. 6, 2022 — LG Electronics (LG) has expanded its smart TV platform business with the recent rolling out of its webOS Hub, an upgraded version of its webOS solution for third-party partners. Delivering more customization options to smart TV makers and more convenience and content to end-users, webOS Hub will be available to an expanded network of 200 partner brands including Seiki, Eko, Stream System, Konka, Aiwa and Hyundai – a ten-fold increase from when LG commenced licensing its webOS ecosystem in early 2021.

More than just a smart platform, webOS Hub comes with support from LG’s technology partners, such as Dolby, Realtek, Gracenote and CEVA, and has been certified by more than 160 broadcasters from around the globe. The new upgrade further demonstrates the company’s commitment to extending the ultimate user experience to more consumers worldwide.

webOS Hub makes it possible for brands to customize the user interface (UI) in a variety of ways, such as fine-tuning the Home screen by selecting the color scheme, applying a visual style consistent with their identity or inserting a logo for visibility. By providing the capability to tailor webOS Hub, LG is enabling smart TV manufacturers to differentiate their offerings while delivering a more expansive and enjoyable user experience.

With enhanced usability and personalization features, webOS Hub provides users with a curated selection of content to check out based on their tastes and preferences. A real time-saver, Next Pick¹ recommends up to three live programs, from broadcast stations or a connected set-top box, as well as one VOD title or app. Additionally, the new update supports LG’s Magic Explorer, which displays information relevant to the content being played, such as actor bios and filming locations.

webOS Hub also provides an improved viewing experience with Clear Voice PRO, a feature that makes onscreen dialogue much easier to hear. As with its predecessor, webOS Hub carries major content streaming services such as Netflix, Disney+, Prime Video and LG’s free, premium content service, LG Channels. Joining these are new streaming services such as Fubo TV, with popular cloud gaming service like NVIDIA GeForce NOW to be added as well.

Along with access to a diverse range of high-quality content, LG’s comprehensive solution for smart TVs presents an array of cutting-edge features, such as advanced picture processing, variable refresh rate (VRR) support² and the Game Optimizer, which offers finetuned picture and audio settings for different game genres. The first webOS Hub-powered OLED TVs from LG’s partner TV brands will be launching soon, providing more users with the outstanding features and value already familiar to LG customers worldwide.

“We are committed to refining and expanding our webOS Hub ecosystem, which continues to introduce more and more consumers to the unparalleled user experience of LG webOS,” said Park Hyoung-sei, president of the LG Home Entertainment Company.

Over 120 million devices in 150 countries are now powered by webOS – a number that is set to grow with the availability of the new and improved webOS Hub.

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¹ Functionality varies by country.
² Supported on OLED TV models.

LG Newsroom