Press Kit for MoodUP™ Refrigerator

LG is Teaming Up with NTS to Showcase the Brand-new MoodUP at the
“Notes + Tones” Event Featuring Themed Cocktail Pairings and Music Programmed by NTS

BERLIN, Sep. 1, 2022 — LG Electronics (LG) is set to host a sophisticated party in Berlin, to share the brilliance of its new MoodUP™ refrigerator, unveiled today at IFA 2022. Held in partnership with NTS Radio – a global online radio station and media platform – the event will present inspiring, mood-driven experiences centered on LG’s latest kitchen innovation ‘MoodUP’ refrigerator. With its revolutionary, color-changing LED door panels, LG MoodUP delivers unrivaled interior design flexibility and a new way to create a stylish, integrated kitchen.

Taking cues from the creative potential of the MoodUP refrigerator, the Notes + Tones event will showcase a range of moods by mixing color, sound and flavor. From ‘Roots’ – a mix of warm, natural tones, reggae and jazz, and flavors like whiskey and smoke to ‘Sky’ – bright, bold hues, glossy electronica, and punches of rum, mango and absinthe. A dynamic installation of MoodUP refrigerator will cue the shifts in mood throughout the evening. As the palette of the fridges shifts, the colors and lighting in the space, the genres of music in the DJ sets and the flavors on the cocktail menu will shift with it.

Along with meeting the new MoodUP refrigerator and enjoying delicious, hand-crafted drinks, guests at the event will get to spend an evening listening to great sounds, with themed sets programmed by NTS and featuring DJs Eva Geist, mobilegirl, Slim Soledad and Zakia. Notes + Tones kicks off at CAN on the evening of September 3.

Those in attendance will also have the opportunity to see how easy it is to change the MoodUP’s color or theme using the LG ThinQ™ app. What’s more, they’ll even receive a specially-made cocktail matched to their favorite MoodUP look.

“The MoodUP refrigerator is a highly-evolved home appliance that can change colors to match users’ moods and enhance the kitchen environment,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “We are thrilled to be collaborating with NTS on this exciting event. They play with a broad spectrum of genres and sounds which made them the perfect partners to showcase the many moods and hues of the MoodUP fridge.”

The brand-new MoodUP refrigerator is on display at LG’s exhibition booth in Hall 18, Messe Berlin during IFA 2022 (September 2-6).

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LG Takes Gaming Immersion Next-Level With World’s First Bendable 42-Inch OLED TV

Groundbreaking LG OLED Flex Delivers Personalized Gaming Experience with Fully
Adjustable Screen Curvature, Superb Picture Quality and New Gaming Features

SEOUL, Aug. 31, 2022 — LG Electronics (LG) is introducing LG OLED Flex (model LX3), an innovative new TV boasting the world’s first bendable 42-inch OLED screen. Perfect for immersive console, PC and cloud gaming, and for enjoying live TV broadcasts and content streaming services, LG OLED Flex ushers in a whole new era of screen customizability. The LX3’s remarkable display can go from completely flat to spectacularly curved (900R),¹ letting users choose their ideal arc from twenty levels of curvature, for a truly personalized viewing experience.

The game-changing form factor of the LG OLED Flex is made possible by LG’s backlight-free, self-lit OLED technology. Whether flat or curved, the LG OLED evo technology-equipped LX3 delivers the same exceptional picture quality and performance that have made LG OLED the choice of discerning consumers the world over. Providing infinite contrast, deep blacks, highly-accurate colors (100 percent color fidelity certified),² a lightning-fast 0.1 millisecond response time and low input lag, LG OLED Flex will make users feel like they’re part of the on-screen action.

In addition to lifelike image quality, powered by α (Alpha) 9 Gen 5 intelligent processor and unique picture algorithms, LG OLED Flex offers outstanding eye comfort as evidenced by its multiple flicker-free, glare-free³ certifications. Easier on the eyes, the LX3’s OLED screen enables users to enjoy longer gaming sessions and binge-watch their favorite shows without experiencing eye fatigue. Meanwhile, the application of LG’s super anti-reflection (SAR) coating helps to reduce visual distractions, so that users can focus all their attention on what’s on screen.

With compelling customization options for a more personalized user experience, the bendable 42-inch display is unlike anything else on the market. Users can quickly adjust the LX3’s curvature to one of two available presets using the dedicated button on the remote control or manually change the degree of curvature in five percent increments over 20 different levels. Additionally, the screen of LG OLED Flex can be tilted toward up to 10 degrees or away up to 5 degrees from the user and has a height-adjustable stand – up or down by 140 millimeters – guaranteeing ergonomic comfort for those who like to sit up, and those who like to lean back.

What’s more, the LX3 comes with exclusive features and functions that give users greater control over their gaming experience. For example, they can adjust the size of the onscreen image⁴ according to their individual preferences or the genre of game they’re playing. Fans of role playing games (RPGs), racing games or platformers will likely want to use all 42 inches of the screen, while real time strategy (RTS) or first-person shooter (FPS) gamers might prefer a 32- or 27-inch image that allows them to see everything going on in the game-environment at a glance. The image resize feature can be easily accessed from the ultra-convenient Gaming Dashboard menu, where users can also choose the position high, low or centered of the smaller image on screen.

The new Game app, which is exclusive to the LX3, supports custom screensavers, offers shortcuts to popular apps, such as Twitch and YouTube, and provides a list of connected external input devices, all on the same screen. Revamped for LG OLED Flex, LG’s Gaming Optimizer adds customized sound settings for specific game genres to its diverse range of gamer-centric picture and audio options. Its dedicated game sound settings menu includes an equalizer, switches for AI Game Sound and Dolby Atmos, and offers access to advanced audio settings, enabling users to tailor the gaming experience precisely how they want it.

Gamers will also appreciate the LX3’s Multi View mode, which allows them to view content from two different sources simultaneously and select which audio they want to hear. This means they can play a PC or a console game while watching YouTube videos⁵ streamed from their smartphone at the same time.

For maximum convenience, the Switching Hub function makes it possible to use the LG OLED Flex’s built-in microphone and any devices connected via its USB ports such as a headset, keyboard or mouse with a PC connected by HDMI cable. By pressing the source switching button on the side of the LX3’s stand, users can switch device connection back and forth between PC and LG OLED Flex without having to physically disconnect and reconnect anything. Additionally, the built-in mic provides effective echo-cancellation for crystal-clear voice chatting while gaming.

The LX3 also delivers excellent sound with two front-firing 40W speakers that help further elevate the gaming and content-viewing experience. And with built-in support for Dolby Atmos, the TV adds greater clarity, depth and liveliness to audio on compatible titles.

LG’s outstanding OLED TV lineup, including the new LG OLED Flex, offers one of the best big-screen gaming experiences around, with support for Dolby Vision gaming at 4K 120Hz and the latest HDMI 2.1 features, such as variable refresh rate (VRR) and auto low latency mode (ALLM). Moreover, LG’s bendable display is G-SYNC^® Compatible and AMD FreeSync™ Premium certified, ensuring tear- and stutter-free visuals that help bring games fully to life.

To complete the personalized user experience, LG OLED Flex incorporates a customizable lighting feature into its shield-like rear design. The LX3’s lighting enhances the atmosphere by synchronizing with the video or audio of the content playing on screen, offering five modes⁶ for users to choose from.

LG Flex will be on display at IFA 2022 in LG’s booth in Hall 18 of Messe Berlin.

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¹ Based on internal testing, the maximum curvature of LG OLED Flex is similar to that of a display with a fixed curvature of 900R.
² LG OLED panels are certified by Intertek for 100% Color Fidelity measured to CIE DE2000 with 125 color patterns.
³LG OLED panels are certified Flicker-Free and Discomfort Glare Free by UL.
⁴ Virtual screen size adjustment functionality will be available later this year.
⁵ YouTube videos can be streamed from a smartphone while playing games via an HDMI-connected source or while watching live TV.
⁶Lighting modes not available for all input sources.

LG Unveils Styler ShoeCase and ShoeCare at IFA 2022, Delivering Total Shoe Care Solution

Equipped With Company’s Renowned Clothing Care Technologies, New Products
Introduce an Innovative Shoe Management Experience, From Care to Storage

SEOUL, Aug. 30, 2022 — LG Electronics (LG) is revolutionizing the at-home shoe care experience with the introduction of LG Styler™ ShoeCase and ShoeCare at IFA 2022. Equipped with the company’s hygiene-enhancing TrueSteam™ technology, LG’s total shoe care solution offers innovative, customized shoe management, collection and storage to enable new daily lifestyles.

As the culture of collecting expensive designer, luxury and limited-edition sneakers grows among the MZ generation – Millennials and Gen Z – LG’s internal research found that these ‘sneakerheads’ would benefit greatly from a solution that not only made their cherished shoes stand out more, but also provided them with the optimal care.

LG Styler ShoeCase with transparent panels is a space-friendly solution for shoe storage and showcasing shoes. In addition to creating the ideal environment for storing shoes by protecting against humidity and fabric-discoloring UV light,¹ the Styler ShoeCase represents a great way for shoe enthusiasts to show-off their favorite pairs, offering interior features such as a 360-degree rotating turntable and a modular design that makes it possible to stack up to four cases on top of one another.

Also making its debut at IFA, like many of LG’s state-of-the-art home appliances, including dishwashers and the Styler, a clothing care solution with steam technology, LG Styler ShoeCare employs the company’s proven TrueSteam technology to deliver a ‘refreshing’ shoe management experience. It also leverages the Zeo-Dry filter’s absorbent properties of zeolite to soak up moisture and help remove smells from footwear, making shoes more pleasant to wear and to have around.²

Moreover, the new LG Styler ShoeCare solution optimizes the management of various shoe types, including leather, suede and sports footwear, with its 10 different courses. Depending on the type and fabric of the shoe, it sophisticatedly controls its use of TrueSteam to refresh the shoe. What’s more, quiet and efficient, LG’s revolutionary product can refresh up to four pairs of shoes in only 37 minutes (standard course) while operating at just 35 decibels, which ensures a quiet and efficient performance.

The convenient LG Styler ShoeCare also boasts LG’s unique multiple Moving Nozzle™, which dry out the insides of the shoes being refreshed and can be effortlessly adjusted according to the height of each pair. And, courtesy of the Dual Care System feature, users can clean two different types of shoes (with different fabric care needs) at the same time.

For a more convenient shoe care experience, users can access a range of services for the LG Styler ShoeCase and ShoeCare via the ThinQ app. LG’s intuitive app lets users remotely control and monitor the Styler ShoeCase and ShoeCare, LG is also partnering with various lifestyle brands to bring new features and functions to its shoe care appliances, which will be made available via the ThinQ apps’ Upgrade Center.

“LG’s new Styler ShoeCase and ShoeCare form a total shoe care solution for hygienically cleansing, storing and displaying one’s footwear,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “Utilizing our latest technologies and offering convenient control and design, these groundbreaking products are ideal for consumers looking for a better, more enjoyable way to manage their shoe collection. We will continue to deliver innovative solutions for a better life at home.”

Visitors to IFA 2022 can experience all of LG’s latest innovations, including Styler ShoeCase and ShoeCare, at the company’s booth in Hall 18, Messe Berlin.

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¹ LG Styler ShoeCase panels are coated with ultraviolet light absorber, helping to prevent discoloration caused by sunlight or fluorescent lighting.
² The Styler ShoeCare’s Zeo-Dry filter is made of the high-performance drying material, ‘Zeolite,’ which is commonly used for dehumidifying and deodorizing. The absorption feature is regenerated when heat and pressure are applied to a ZeoDry filter containing moisture or odor particles.

LG OLED Shines at Frieze Seoul as ‘OLED ART World Tour’ Continues

With Superior, Self-lit Picture Quality, LG’s Latest OLED TVs Continue the Journey to
Highlight the Intersection of Fine Art and Innovative Technology at Influential Art Fair

SEOUL, Aug. 29, 2022 — LG Electronics (LG) is showcasing the incredible image quality of the company’s OLED TVs and exciting, new possibilities for artistic expression as the LG OLED ART project comes to Frieze Seoul (September 2-5). Since establishing the LG OLED ART project, LG has created an unprecedented synergy with many artists worldwide, building a new trend in the art and technology world and the company’s OLED TVs have been the perfect digital canvases for memorable art world collaborations.

As part of the LG OLED ART project, the OLED ART World Tour, which has visited various regions including New York, London, Venice and Basel, continues its inspiring, international voyage of innovation and creativity at Frieze Seoul.

LG’s OLED TVs have featured in the work of several high-profile artists and have been exhibited at top galleries and renowned art events worldwide. The next stop on the OLED ART World Tour will be Frieze Seoul, which will mark the first time Frieze has taken place in Asia – and the second time LG has collaborated with the esteemed British-Indian artist, Anish Kapoor.

As it was during Art Basel 2022 in June, Kapoor’s experiential digital art will be showcased on the stunning LG SIGNATURE OLED R at Frieze Seoul. Kapoor’s mesmerizing digital works – which feature three-dimensional, abstract shapes with slowly shifting and gorgeously saturated colors – harmonize perfectly with the immaculate picture quality of LG OLED and the unique form factor of the company’s one-and-only rollable TV; delivering something extraordinary for art-lovers to enjoy in the South Korean capital.

And, as part of the ongoing LG-Kapoor collaboration, the LG SIGNATURE OLED R Anish Kapoor Edition will also be on display during Frieze. The exclusive, special-edition model includes Kapoor’s media artwork and comes with a numbered certificate and the artist’s signature.

LG has also teamed up with prominent American sculptor, Barry X Ball, who will be showing his first-ever NFT artwork at the event. Known for producing eye-catching sculptures that merge the contemporary and the classical, Ball has transformed some of his physical creations into 3D digital images complete with incredible detail and ‘surfaces’ one can almost feel.

Visitors to Frieze Seoul can admire the artist’s sculptural NFT artworks on LG’s state-of-the-art OLED evo TVs, which accurately reproduce the textures and colors of the materials – including precious metals and gemstones – used in Ball’s original sculptures. Offering higher brightness, clarity and detail, LG OLED evo delivers exceptionally lifelike images that practically jump off the screen.

Among the company’s advanced TVs displaying artwork at Frieze Seoul are the elegant LG OLED Objet Collection Easel and LG OLED Objet Collection Posé. The two aesthetically-pleasing models form part of LG’s latest innovative lifestyle OLED TV lineup. Perfect for complementing – and displaying – works of art, the Easel and Posé look right at home in the most sophisticated galleries and art museums.

LG continues to offer enriching art experiences all around the globe, hosting exclusive exhibitions and events that make clear the intrinsic link and undeniable harmony between art and technology. Its OLED ART project continues to produce memorable artist collaborations that are helping to expand the definition of art while also providing inspiring, new customer experiences. At Frieze Seoul, LG will once again honor its commitment to elevating art and lifestyles through the self-lit picture quality of its peerless OLED TVs. Every digital artwork brought to life by LG OLED will be uploaded to the project website as they are unveiled, so that art enthusiasts and OLED fans around the world can enjoy them anytime, anywhere.

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LG’s 97-Inch G2 OLED evo Gallery Edition Ready to Make Market Debut

LG Consolidates Position as Leader of Premium TV Market with Extensive Range of
Large Screen TVs Leveraging Latest Display Technologies

SEOUL, Aug. 29, 2022 — LG Electronics (LG) has announced that the world’s largest OLED TV, the LG OLED evo Gallery Edition TV, model 97G2, will soon be available for purchase in global markets. Specific launch dates for key markets will be shared in the following weeks.

The 97G2 has an awe-inspiring 97-inch screen that leverages LG’s self-lit OLED technology to deliver immersive viewing experiences on a grand scale. With the arrival of its biggest-ever screen size, the company’s 2022 OLED TV lineup now boasts stellar 42-, 48-, 55-, 65-, 77-, 83-, 88- and 97-inch options.

The undisputed leader of the global premium TV market for nine consecutive years,¹ LG OLED has become the choice of millions of consumers worldwide. OLED TVs employ self-lit pixels that can be turned on and off individually to reproduce perfect blacks, incredibly natural colors and infinite contrast. Backlight-free, OLED allows for the creation of unprecedented form factors such as flexible and rollable TVs.

At IFA 2022, LG will be showcasing the brand-new model, 97G2, as part of its expanded lineup of premium TVs, which includes a growing number of superb, ultra-large screen sizes designed for memorable home viewing experiences. The company will also show off the diversity of its cutting-edge display technologies, with models from its outstanding OLED, Micro LED and QNED TV ranges on exhibit at its IFA booth.

According to a recent market research report,² OLED TVs will account for 55 percent of the European premium TV market this year, and 66 percent by 2023. The report also forecasts that, in 2022, global shipments of TVs over 70-inches will reach approximately 14.9 million units, increasing to nearly 17.1 million units next year. With its widening portfolio of large and ultra-large screen OLED TVs, LG is well positioned to continue its dominance of the premium TV segment in Europe, and worldwide.

One of the stars of LG’s IFA exhibit, the 97-inch LG OLED evo Gallery Edition TV utilizes the company’s OLED evo technology, α (Alpha) 9 Gen5 AI Processor and advanced picture algorithms to deliver lifelike images and a genuinely immersive, cinematic viewing experience. The 97-inch G2 series model also incorporates LG’s flush-to-the-wall Gallery Design, offering a seamless, integrated look that will instantly elevate the most luxurious home movie theater.

Headlining LG’s stunning lineup of 8K TVs at IFA are the 88-inch LG SIGNATURE OLED 8K (model 88Z2) and 86-inch QNED TV (model 86QNED99). Both ultra-large models combine jaw-dropping size, the superior sharpness of the 8K (7,680 x 4,320) resolution and LG’s latest display technologies to make content of any genre more immersive. With over 33 million self-lit OLED pixels, the 88Z2 presents an amazing level of detail, along deep, dark blacks, infinite contrast and lifelike colors that remain true across a wide viewing angle. Meanwhile, the 8K 86QNED99 equips LG’s Quantum Dot NanoCell and Precision Dimming technologies to deliver sharp, vibrant images on its impressive 86-inch screen.

Also on show in Berlin is LG’s massive 136-inch 4K Micro LED (3,840 x 2,160). This innovative home entertainment solution presents first-class picture quality on a spectacular scale, pairing micrometer-sized self-lit pixels with a modular design.

Visitors to IFA 2022 (September 2-6) can check out all of LG’s latest flagship TVs, including the world’s first 97-inch OLED TV, at its booth in Hall 18, Messe Berlin.

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¹ Source: Omdia (In terms of units shipped over the 9-year period from 2013-2021)
² Source: Omdia (https://www.prnewswire.com/news-releases/omdia-transformable-display-market-will-grow-up-to-117-7-million-units-in-2029–301605840.html)

LG UltraGear Debuts 240Hz Curved OLED Gaming Monitor at IFA 2022

LG UltraGear OLED Gaming Monitor – Front and rear view

The Exceptional 45GR95QE Boasts a 45-inch Curved OLED Anti-glare Display
with a 0.1ms Response Time and a 240Hz Refresh Rate

SEOUL, Aug. 26, 2022 — LG Electronics (LG) is unveiling its latest premium monitors at IFA 2022 in Berlin, Germany, including the superb, new UltraGear™ OLED gaming monitor (model 45GR95QE). LG’s first curved OLED display with a 240Hz refresh rate, the 45-inch model is designed for immersive gaming experiences, offering the visual performance, speed and features serious gamers demand.

Visitors to LG’s booth at IFA 2022 can explore a wide range of cutting-edge LG monitor products, including the new UltraGear and the UltraFine™ Display Ergo AI (model 32UQ890), which delivers a truly customizable setup for superior user comfort at home or at the office.

UltraGear OLED Gaming Monitor

In addition to being LG’s first 45-inch curved OLED gaming monitor with a 21:9 aspect ratio and WQHD (3440 x 1440) resolution, the 45GR95QE is also the company’s first-ever display to combine a 45-inch screen-size with an 800R curvature; a pairing that helps boost users’ sense of immersion. A genuine gaming powerhouse, the 45GR95QE will be displayed at IFA 2022 along with LG’s impressive 48GQ900 UltraGear OLED gaming monitor.

As one would expect, the company’s newest gaming monitor ramps up the realism and responsiveness, offering excellent picture quality as well as unrivaled speed. Along with a 240Hz refresh rate and 0.1 millisecond Gray-to-Gray (GTG) response time, the 45GR95QE provides 98.5 percent coverage of the DCI-P3 color space, superior HDR10 performance and support for HDMI 2.1 – including features such as Variable Refresh Rate (VRR) – and DisplayPort 1.4. Thanks to its large size, 21:9 aspect ratio, borderless design and 800R screen curvature, the new UltraGear helps transport users into their favorite PC or console games as few other monitors can. What’s more, it is also the ideal size for most desk setups and offers smooth multitasking with features such as Picture-by-Picture (PBP) and Picture-in-Picture (PIP).

The UltraGear brand’s first curved OLED gaming monitor, the 45GR95QE delivers the same, stellar OLED picture quality as its predecessor (model 48GQ900) while adding an 800R curvature and LG’s Anti-glare & Low Reflection coating. These key enhancements help to increase users’ sense of being in the game, enveloping them in the onscreen action and reducing annoying, visual distractions at the same time. LG’s industry-leading OLED display technology also puts less strain on users’ eyes, which is especially helpful for those who enjoy losing themselves in long, uninterrupted gaming sessions.

UltraFine Display Ergo AI

LG’s UltraFine Display Ergo AI is making its much-anticipated debut at IFA 2022. The groundbreaking 32UQ890 is the first LG monitor capable of automatically adjusting its position to ensure continued ergonomic comfort throughout the day. With a built-in camera leveraging advanced AI, the UltraFine Display Ergo AI can continuously analyze the posture of the user – making subtle changes to screen height (0 ~ 160mm) and tilt (-20º ~ +20º) to prevent them from remaining in a single position for too long or from falling into poor posture over time. The 32UQ890 has three ergonomics-enhancing modes: AI Motion, Continuous Motion and Periodic Motion. AI Motion, which will be demonstrated at LG’s booth during IFA, tracks the user’s eye-level and adjusts height and tilt whenever a change is detected.

LG’s UltraFine Display Ergo AI sports a 31.5-inch 4K (3840 x 2160) IPS display with 95 percent coverage of DCI-P3 and excellent HDR image reproduction. The combination of a premium, high-resolution screen and an articulated stand that can be intelligently adjusted by LG’s AI technology, the 32UQ890 is a customized, comfort-enhancing workstation solution for busy professionals.

“LG’s portfolio of innovative products on show at IFA 2022 embraces the latest trends and technologies to meet the needs and lifestyles of today’s diverse consumers,” said Seo Young-jae, senior vice president and head of the IT business unit of LG Electronics Business Solutions Company. “Our brand-new UltraGear OLED gaming monitor elevates the gaming experience with its curved screen, anti-glare solution and ultra-fast 240Hz refresh rate, while the UltraFine Display Ergo AI delivers outstanding user comfort with its ergonomic features and futuristic design. We’re excited to debut both of these exceptional products at IFA and to be back on the ground in Berlin after a two-year break due to the pandemic.”

LG’s exhibition booth (Hall 18, Messe Berlin) at IFA 2022 from September 2-6 will give visitors the opportunity to experience the company’s very latest consumer electronics innovations, including its new display solutions for productivity (Ergo) and entertainment/gaming (UltraGear).

Specifications:

	UltraGear OLED Gaming Monitor (45GR95QE)	UltraFine Display Ergo AI (32UQ890)
Display Type	OLED (AGLR)	IPS
Screen Size	45-inch	31.5-inch
Resolution	WQHD (3,440 x 1,440)	UHD (3,840 x 2,160)
Color Gamut	DCI-P3 98.5%	DCI-P3 95%
Contrast Ratio	1,000,000:1	1,000:1
Refresh Rate	240Hz	60Hz
Response Time	0.1ms GTG	5ms GTG
Curvature	800R	N/A
HDR	HDR10	HDR10
Connectivity	HDMI 2.1 x 2 DisplayPort 1.4 x 1 USB 3.0 x 1 Upstream x 2 Downstream 4pole H/P out (DTS HP:X)	HDMI x 1 DisplayPort 1.4 x 1 USB 3.0 x 1 Upstream x 2 Downstream 3pole H/P out
Speaker	N/A	5W x 2 (MaxxAudio)
Remote Controller	Yes	Yes
Stand	Tilt: -2º to +15º (Manual) Height: 110mm (Auto) Swivel: ±10º Pivot: Not Available	Tilt: -20º to 20º (Auto/Manual) Height: 160mm (Auto/Manual) Swivel: ±270º (Manual) Pivot: Not Available Extend/Retract: 300mm

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LG Joins Home Connectivity Alliance to Expand the Future of Smart Home Experience

Company Aims to Bring Greater Interconnectivity, Safety and Security to Customers

SEOUL, Aug. 25, 2022 — LG Electronics (LG) has been named to the Board of Directors of the Home Connectivity Alliance (HCA), an organization dedicated to delivering better smart home experiences through open collaboration and innovation.

Founded in 2022 and comprising a number of smart home solution manufacturers, the alliance aims to provide a safe, secure and interoperable connected home ecosystem. In addition to LG, its membership includes about 13 global brands including Samsung, Arçelik, Electrolux, Haier, GE Appliances and Trane Technologies. The alliance seeks to enable seamless compatibility of diverse devices and services from different brands through developing and implementing guidelines for Cloud-to-Cloud (C2C) interoperability.

As a board member of the alliance, LG will soon bring its customers the convenience of being able to control and monitor other alliance members’ smart home solutions by using the LG ThinQ^™ app.

“We’re happy to have LG join our Board of the alliance. As the industry leader, LG understands that interoperability is essential to a truly seamless smart home experience and we are thrilled to have them join the alliance,” said Yoon Ho Choi, President of Home Connectivity Alliance. “Leveraging the collective insights and experiences of our global board members, we will continue to advance the evolution of the connected home and provide consumers with an easier, smarter way of living.”

“We are very pleased to join the board of the Home Connectivity Alliance and excited to work with like-minded companies,” said Lyu Jae-cheol, president of the LG Electronics Home Appliance & Air Solution Company. “The decision to join is consistent with LG’s commitment to open innovation and collaboration, and commitment to provide consumers with more choice and greater convenience in their daily lives and drive the future of the connected home experience.”

During IFA 2022 in September, LG and other alliance members exhibiting in Berlin will offer visitors a first look at the cross-brand interoperability of their latest smart home solutions.

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[LG SIGNATURE INSPIRATIONS] A Journey to the Tireless Pursuit of Perfection

Professional golfer Ko Jin-young swinging a golf club with the Amundi Evian Championship and LG SIGNATURE logos overlayed

‘Perfection’, it takes a lot of effort, passion and dedication to be achieved. This is something that LG SIGNATURE and its brand ambassadors, world class golfers Ko Jin-yoing and Park Sung-hyun, know from first-hand experience. Whether it’s the creation of gorgeous, technologically advanced appliances that elevate daily life, or memorable, winning performances at the highest level of professional sport, the road to perfection requires total commitment from start to finish.

In July, LG SIGNATURE released the short film ‘The Perfect Road,’ which follows the renowned female golfer, Ko Jin-young, LG’s premium brand, and The Amundi Evian Championship, as each continues a journey to be the very best. The film illustrates the passion and dedication shared by those at the top of their respective games, and has just been followed up with an equally compelling short exploring what it takes to excel, entitled ‘Road to Perfection.’

Read on to discover how two of the top-ranked players in women’s golf continue to achieve greater success, and how LG SIGNATURE, as part of its sponsorship of The Amundi Evian Championship, offered global golf fans a special opportunity to meet their sports heroines in-person at an autograph signing event.

What have you been up to since the Evian Championship?

Ko: Once The Amundi Evian Championship finished, I flew straight to Scotland where I played in the Scottish Open at Dundonald Links, and then the AIG Women’s Open at Muirfield. After that, I came home to Korea and spent a week working out and practicing.

Park: After The Amundi Evian Championship, I took a week off to practice and work on a few areas of my game before playing in the AIG Women’s Open. Right now, I’m taking a little break to relax, reset and get ready for my next tournament.

How was the special signing event at the Evian Championship? Did you enjoy being able to meet with your fans again?

Park: It was really nice to meet with the fans again after such a long time and having the opportunity to do so at the beautiful Evian Resort Golf Club just made the event all the more special.

Ko: It was always a source of sadness that we couldn’t meet with fans in person during the pandemic, and I really think this event was such a great way to welcome them back and say “thank you” for all their support. And I also want to acknowledge those fans who travelled long distances to see us, despite the weather being so hot that day.

The recently released ‘Road to Perfection’ video has made quite an impact. What does the quest for perfection mean to you?

Ko: There are people everywhere who strive for perfection, and for golfers, perfection means performing to the best of your abilities out on the course. Although it’s an individual sport, it’s really a team effort at the end of the day. We rely on our caddies, our specialist trainers and coaches, our friends and families, not to mention everyone involved in keeping the courses themselves in top condition.

You need all those ingredients for a great performance and that’s why I love representing LG SIGNATURE, because they really understand what it means to strive for perfection. From their premium appliances to their sponsorship of The Amundi Evian Championship and the events and promotions they put on; it’s all about delivering memorable moments and unique experiences that reflect an ongoing commitment to being the best.

From your point of view, what do LG SIGNATURE and professional golfers have in common?

Park: Golf requires concentration, skill and an unfailing determination to perform as well as you possibly can – every shot, round and tournament. It’s about never letting up and always trying to reach the next level. And that’s exactly what I see in LG SIGNATURE, a brand that has already achieved mastery, but never compromised in any aspect. We had one of their refrigerators near the first hole at The Amundi Evian Championship, filled with perfectly-chilled drinks to quench our thirst during the heat of the day. And what you immediately noticed about the fridge was just how perfectly it performed, and how perfect it looked. From its precise temperature control to its timeless design and premium materials; everything was so seamless, as though it was completed by a master craftsman.

You can see all the hard work, attention to detail and skill LG SIGNATURE puts into every appliance, and those are precisely the same ingredients you need to succeed as a professional golfer.

What are your top tips for reaching ‘perfection’?

Ko: For me, I would say the biggest thing is to practice every single day, without exception. There’s a specific feeling I need to be at my best, and I’m able to maintain that feeling through continuous practice.

Park: To keep thinking and contemplating. You must always consider what areas you have to improve on, and what steps you need to take to perform better and achieve the consistency and results you’re looking for.

As your golfing careers progress, what do you want the future to look like? What are your goals?

Park: Regardless of how many tournament victories the future holds, I just want to keep playing a brand of golf that is satisfying and enjoyable to me.

Ko: In golf, I want to achieve my goals and share my successes with the people I truly care about. I’ve always found that I’m happiest and thriving the most when I feel a real sense of togetherness and belonging.

Stay tuned to LG SIGNATURE’s official YouTube channel and Instagram account to view the ‘Road to Perfection’ brand film.

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LG Unveils ‘Table-Type’ Air Purifier at IFA 2022 Opening New Era of Personal Tastes

LG's new table-type PuriCare Objet Collection Aero Furniture air purifiers with three colors including Crème Rose, Crème Yellow and Crème Grey

The Beautiful, New Aero Furniture Boasts Advanced Air Purification Technologies,
a Customizable Design and Convenient, User-friendly Features

SEOUL, Aug. 23, 2022 — LG Electronics (LG) is presenting its new air purifier, the PuriCare Objet Collection Aero Furniture, at IFA 2022. The follow up to the acclaimed PuriCare AeroTower revealed at CES earlier this year, the new table-type model blurs the line between beautiful furniture and advanced air purifier, offering a design that can be tailored to meet individual preferences, 360-degree air purification and user-friendly features.

Elegant and compact, the LG Aero Furniture has a relatively small size that makes it perfect for smaller spaces, such as a single bedroom, study or studio, while users can choose the color of the unit’s base (Crème Rose, Crème Yellow to Crème Grey) and the shape of its table-top (Round or Track) to suit their personal tastes or match their home décor.

The smooth upper surface of LG’s innovative, new product provides a useful place for storing household items or displaying decorative objects. It also integrates convenient controls on its underside for powering the device on/off, and for managing its airflow modes and mood lighting features. Subtly positioned near the edge of the table-top, and flush with its surface, is a series of small indicators denoting Wi-Fi connectivity, air quality, air flow strength and upgrade status.¹

What’s more, the new Aero Furniture presents an array of thoughtful features for a more personalized user experience. Users can conveniently charge their smartphones and wireless earbuds via the table-top’s built-in wireless charger² and create a pleasing atmosphere with the mood lighting feature. Providing eight different colors to choose from, Aero Furniture’s mood lighting can be easily controlled using the LG ThinQ™ app. Furthermore, LG’s unique air purifier is designed with sustainability in mind, incorporating components fabricated from reusable plastic harvested from old appliances and electronics products, and shipping in packaging made from reusable materials.

Beyond its sophisticated design, LG’s new air purifier delivers customized comfort at home, with performance that can be tailored to suit any preference. The product greatly improves indoor air quality thanks to the Aero Furniture’s multi-stage filtration, which combines LG’s Ultra-fine Filter, Dust Collector Filter and Deodorization Filter. Users can also enjoy cleaner indoor air courtesy of LG’s UVnano™ technology, which reduces the presence of viruses and bacteria on and around the Aero Furniture’s fan blades by up to 99.99 percent.³

Additionally, LG will be launching limited-edition versions of its new air purifier in the near future. Along with models featuring exclusive table-top decorations designed by well-known artists, such as popular South Korean painter, Kim Sun-woo, the company will be releasing models made with newly developed sustainable materials.

“With its customizable design, advanced air purification and user-centric features, the Aero Furniture helps consumers create a healthy, comfortable and more personalized home,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “LG will continue to develop innovations for a healthier, better life by responding to the diverse needs of consumers worldwide.”

LG will be showcasing its latest innovations, including the new Aero Furniture, at its exhibition booth (Hall 18, Messe Berlin) at IFA 2022 in Berlin, Germany, from September 2-6.

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¹Upgrade indicator lights up when an update is being installed via the LG ThinQ app.
²Wireless charging available for compatible smartphones and wireless earbuds only. Provides fast charging for Samsung Galaxy (9-10W) and Apple iPhone (7.5W) smartphones. Charging speed may vary by device, usage, charging conditions and other factors.
³Reduces 99.99% of bacteria on fan blades, 94% of airborne bacteria and 91% of airborne viruses. Certified by the British Allergy Foundation. Tested by TÜV Rheinland using test model FS061PWHA measuring a bacteria solution (Staphylococcus aureus, Staphylococcus epidermidis, Klebsiella pneumoniae) on the blower fan blade at speed Level 1 for an hour exposed to LG UVnano UV-C LED test method in compliance with ISO22196:2011. Results may vary depending on the actual usage environment.

LG’s Eco-Conscious Bottom-Freezer Shows off Top-Tier Energy Efficiency at IFA 2022

LG's new bottom freezer with top-tier energy efficiency is placed next to the kitchen drawers

With Freshness-Enhancing Technologies, and Efficiency,
LG’s New Fridge Ready to Wow European Market

SEOUL, Aug. 22, 2022 — LG Electronics (LG) is unveiling its latest bottom-freezer refrigerator for the European market at IFA 2022. The new model delivers a more sustainable kitchen with LG’s energy-saving Inverter Linear Compressor™, an upgraded internal compartment and the company’s cutting-edge ‘freshness’ technologies, including LinearCooling™ and DoorCooling+™.

LG’s bottom-freezer fridge boasts an ‘A’ energy rating, the highest rating possible under the European Commission’s strict energy standards system.¹ In order to earn the ‘A’ rating, LG improved the structure of the refrigerator’s condenser and heat exchanger, and enhanced the airflow path to achieve a more efficient and even delivery of cold air throughout the fridge.

LG’s new fridge also employs the incredibly efficient and highly durable Inverter Linear Compressor. Thanks to the company’s remarkable compressor, the bottom freezer offers a 10 percent reduction in annual energy consumption compared to other LG refrigerator models with an A energy rating – helping consumers to shrink their household energy footprint and save on electricity bills.²

Additionally, the high-performance, new model comes with LG’s freshness-enhancing technologies – LinearCooling and DoorCooling+. LinearCooling reduces temperature variations,³ which helps to keep food items fresh for longer period of time,⁴ while DoorCooling+ sends out cold air from the top of the refrigerator compartment to hard-to-reach areas like the front door basket.

For a convenient user experience, the new bottom freezer refrigerator can be remotely controlled and monitored via the LG ThinQ™ app for smartphones, letting users manage settings and check operational status from practically any location.

Further convenience is presented by the fridge’s 2-step Folding Shelf and Wine Rack, the former can fold away to accommodate larger items whenever needed, while the latter can hold up to five bottles of wine at once. What’s more, the new model provides an instant style upgrade with the application of LG’s Metal Fresh™ finish to its interior.

“The new bottom freezer fridge leverages LG’s state-of-the-art technologies to keep food market-fresh while also delivering superb energy efficiency and a host of user-friendly features,” said Lyu Jae-cheol, president of the LG Electronics Home Appliance & Air Solution Company. “Designed with sustainability in mind, and to provide a better kitchen experience, our new refrigerator offers the performance, convenience and style that the European market demands.”

Visitors to LG’s booth (Hall 18, Messe Berlin) at IFA 2022 from September 2-6 will have the opportunity to check out the stunning bottom-freezer refrigerator in matte-black finish, along with a host of other innovations for a better life.

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¹The European Commission revised its home appliances energy rating standards in March, 2021. As part of this, a new energy label ratings system was introduced, with ratings running from A to G instead of the previous scale of A+++ to D. (https://ec.europa.eu/commission/presscorner/detail/en/IP_21_818)
² Based on the household refrigeration/freezer energy consumption test results according to IEC 62552 test standard. Annual energy consumption of LG’s new bottom-freezer is 99KWh, whereas the annual energy consumption of conventional LG’s bottom freezer is 110kh.
³ Based on UL test results using LG’s internal testing method, comparing average peak-to-peak temperature fluctuation in the fresh food compartment between LG refrigerator models Bottom Freezer GBB72NSDFN (±0.5C°), on no load and normal temperature setting. Results may vary in actual usage.
⁴ Based on UL test results using LG’s internal testing method measuring the time required for Bok Choy stored in the fresh food compartment of LG refrigerator model GBB72NSDFN to decrease in weight by five percent. Results may vary in actual usage.

The Hidden Key to Elevate the Luxe Life: Technology

Olivia Palermo is perching over the kitchen counter next to the LG SIGNATURE InstaView™ Door-in-Door® Refrigerator

Presented by

LG SIGNATURE ambassador Olivia Palermo, a household name in the fashion and beauty world as well as the ultimate authority when it comes to sophisticated living, shares her philosophy on what makes true luxury living.

Palermo thinks luxury living must never come at the expense of functionality and avoids lifestyle products that, although pleasing to the eye, lack the comfort and convenience people deserve in 2022. Hence her long-established relationship with LG SIGNATURE – a brand synonymous with refined aesthetics and outstanding performance – was always written in the stars.

Read on to discover how Olivia Palermo is elevating her lifestyle through LG SIGNATURE’s latest devices and appliances with both luxury and comfort in mind, and receive some insightful, inspirational words about her upcoming beauty projects, thoughts on sustainable tech and go-to fashion tips for a fabulous entrance.

How have you been lately?

Like most people, I have been through highs and lows. I was so happy to be in Paris for the Haute Couture shows recently, it finally feels as if things are really getting back to ‘normal.’ I have also managed to have a couple of short breaks in Europe with my husband, and it really feels so good to be able to travel again. But on the flipside, I miss my dog, Mr. Butler every day. He was my companion and best friend for 16 years and I still struggle to believe he is no longer with us.

What are you most interested in right now?

I am really focusing on the day-to-day business of Olivia Palermo Beauty and of course my continuing work with LG SIGNATURE. I have always said so much of my creative inspiration has come from being in different cultures and countries and seeing how stylish people dress. So finally being back out there is amazing, it’s a creative overload!

You’ve been an LG SIGNATURE ambassador for a while now. What values can you say you share with the premium brand?

The LG SIGNATURE philosophy of Style and Sustainability really resonates with me and was definitely one of the reasons that made it so interesting for us to be able to work together. The Fashion Industry has had to work really hard to improve its environmental footprint and there is still much work for all of us to do but I do think that really taking care of the clothes that we value so that they last and can be enjoyed by a new owner when we have maybe tired of them is something we can all do. The LG SIGNATURE Washer and Dryer makes these efforts super easy. Its diagnostics can weigh the fabric to use the most efficient amount of detergent and water and the delicate program means pretty much everything can be cleaned at home. Most of us know we need to do better when it comes to sustainability, so it really helps when products such as the LG SIGNATURE range make that effortless for us and also look super stylish.

What do you think of the LG SIGNATURE lineup based on your experience?

All of the LG SIGNATURE products that I have experienced are the best in their category. They are intuitive, have cutting-edge technology, and give you all the options you could possibly require without being over-complicated to use. And they look amazing, so you are happy to have them on display.

What bears the greatest significance when decorating a home?

Apart from my art pieces which only have to be beautiful, I expect everything to do its job properly. There is no point in having a couch that looks incredible but is not comfortable to sit on. This is where LG SIGNATURE has been so smart, their products perform amazingly, but they also look great.

Do you like keeping up with the latest technologies? If so, is there a technology you’re particularly interested in these days?

In recent times, I have felt that I just can’t keep up with technology, some things seem to change so fast. When I think about what changes there have been over the last 10 years, it blows my mind and of course, my phone can do so many things that I don’t even know about! But, what is truly amazing is how technology is going in such a sustainable direction, brands are developing products that help all of us make better choices. Refrigerators you don’t have to open to see what is inside, washers that use less water and protect your garments to last longer.

Congratulations on the 1-year anniversary of ‘Olivia Palermo Beauty.’ What does this milestone mean to you?

Anyone who has their own business will tell you how thrilled they are to get through the first year. It is a milestone of course, but we are still very much at the beginning of this adventure, and there is so much to do. We are on track with our plan and I am so excited for the second year.

Your Instagram pictures from John Legend’s LG SIGNATURE X LVE wine party and fashion shows were a hit with fans. Do you have any styling tips for attending glamorous events?

It’s no secret that I am very last minute with deciding what to wear to events, it really depends on my mood. But some key tips are; Think about what the event is – Will you be mostly sitting or standing, eating or not. You want to look your very best, but you have to be comfortable. You cannot look amazing if you don’t feel good. A restricted corset-type top is not great if you are sitting all evening, and crazy high heels are a no-no if you will be standing and dancing all night. Accessories can really make a difference which may be a statement piece of jewelry or a perfect little clutch. And finally, a little Runway Red or Poppy on your lips will complete any look for that big night out!

Any tips for keeping fine garments in pristine condition, like a party dress or a cashmere sweater?

So many garments say ‘Dry clean only.’ When with the right machine, such as the LG SIGNATURE washer and dryer, they can be taken care of at home. The gentle care program means that even my super delicate items made from silk, cashmere and velvet can be cleaned at home which uses way less harmful products and is much better for the environment.

How do you like to relax?

When we are both at home, we love to have friends come over for an easy, relaxed evening. It’s well known my husband usually cooks but I put together a great selection of cheeses and crudites. I love eating fresh and raw, and the LG SIGNATURE Refrigerator means we can always be prepared. I also really enjoy choosing the best wine choice to go with what we are eating.

You recently released the ‘Ready for Summer’ video on your Instagram in collaboration with LG SIGNATURE. What is your daily routine to stay healthy and make the most of summer?

I try to do some exercise each day whether it’s a full workout, a few stretches or a nice walk – it clears my head. It’s also much easier to eat healthily in the summer because salads and fruits are in season and I love al fresco dining.

What’s next on your bucket list?

I would love to visit the Maldives. I have heard so much about this region and would love to experience the natural beauty myself. The other place on my list is Seoul! I have traveled extensively in Asia but have never been to Korea. And if I am honest, my obsession with Korean beauty products was definitely one of the reasons I was inspired to start my own beauty business, so hopefully, I will get to see everyone in Korea soon.

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LG’s Space-Saving WashTower Compact Showcases All-in-One Laundry Experience at IFA 2022

LG’s new WashTowerTM Compact Objet Collection is placed in the utility room next to the shelves.

New Laundry Solution Delivers Exceptional User Experiences with Space-efficient and
Practical Design, Built-in Artificial Intelligence and User-centric Features

SEOUL, Aug. 18, 2022 — LG Electronics (LG) has unveiled its new WashTower™ Compact laundry solution at IFA 2022. The new WashTower is a fully integrated two-in-one that combines a separate washer and dryer, all-in-one control panel and advanced AI in a single, space-efficient unit to deliver greater convenience.

An ideal laundry solution for a one or two-member household, the new WashTower brings better space-efficiency to the home. Compared to 2019 WashTower, its larger sibling, width and depth have been reduced by 100 and 170 millimeters, respectively, while its washer offers a generous 13 kilogram capacity and its dryer, a 10 kilogram capacity. The product’s lower height – cut down by 235 millimeters – allows for more comfortable access to laundry in the dryer positioned on the appliance’s upper half, easier filter management and the ability to install WashTower Compact in rooms with lower ceilings. Requiring less installation space than a stackable or side-by-side washer and dryer pair of the same laundry capacity, the relatively small model frees up space in the kitchen or laundry room for other uses, such as the convenient storage of detergents, fabric softeners and linen.

LG’s new all-in-one laundry solution also boasts a flat, unibody design that provides an optimal laundry experience and brings a subtle, minimalist aesthetic to the home. Located on the front of the appliance in between the washer and dryer, the Center Control™ lets users easily manage all settings and functions from one convenient place. WashTower Compact can integrate seamlessly with any type of décor or interior style, helping consumers to create a home environment that perfectly reflects their individual tastes.

What’s more, the innovative, new WashTower model takes the user experience – and laundry results – to the next level via the company’s advanced laundry technologies. Employing the Artificial Intelligence Direct Drive™ (AI DD™), the washer is able to identify the most suitable washing pattern (drum motions, water temperature and wash cycle time) for each load, reducing fabric damage to help clothing last longer. Meanwhile, the Smart Pairing™ feature saves users time and hassle by syncing the dryer with the washer; automatically selecting the best drying cycle based on washer load settings.* An excellent all-around performer, LG WashTower Compact also cuts down on washing times with TurboWash™ 360 and drying times via the Prepare to Dry preheating feature.

“Boasting a more space-friendly design, and equipped with LG’s latest AI-based laundry technologies, WashTower Compact delivers an exceptionally convenient user experience,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “We will continue to listen to consumers and meet their diverse and changing needs by developing smart, tech- and design-forward appliances for a better life at home.”

LG will be showcasing its latest innovations, such as the new WashTower Compact at its exhibition booth (Hall 18, Messe Berlin) during IFA 2022 (September 2-6) in Berlin, Germany.

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^* Tested by Intertek on Jul 2022. Comparing the total program time for washing and drying 2 pairs of pajama in Quick Wash cycle with Prepare to Dry option. Results may differ depending on load composition and environmental factors.

[Executive Corner] A New Era of Customer Experience

Lee Hyang-eun, managing director of the Customer Experience Innovation Division at LG Electronics, posing for a photo

Recently, we’ve introduced many revolutionary products, such as an indoor gardening appliance that lets you grow your own greens and flowers in the comfort of your own home and a laundry solution that packs a full-size washer and dryer into a single unit – automatically applying the optimal drying cycle for unparalleled user convenience. With user-centric innovations like these, LG and other like-minded companies are helping usher in an exciting, new era of customer experience (CX).

At the essence of CX is an increased focus on how customers feel when they experience a particular brand, product and service. Nowadays, comprehensively understanding CX has never been more fundamental for company growth. No longer confined to customer-product interactions, CX refers to the total flow of any interactions between the company and the customer, targeting all the experiences and emotions that customers have and feel from the moment they first learn about a product or service, to purchase, use, repair, disposal and so on.

Considering the emotions and reactions that customers have, CX – if done properly – goes beyond traditional definitions to provide value that surpasses customers’ expectations, successively increasing the attractiveness or appeal of a brand, product or service. And, with the recent business landscape reorganizing around online and omni-channels, ‘digital’ has also become an integral part of CX and a key priority for companies.

The Age of Relational Value: The Customer-Company Interaction

The channels that users encounter and experience in the digital sphere are so diverse, with substantial variables in terms of the emotional responses elicited. While all variables cannot be controlled, the direction or even the degree of satisfaction can be modified by removing the source of dissatisfaction. Thorough analysis allows companies to determine what these may be and, subsequently, proactively respond to remove them from the equation. Brand competitiveness comes from offering a CX that fosters an emotional relationship with the customer and, to be successful at this, brands must be effective at increasing the positive emotions their customers experience.

In the past, having competitive technologies or products and an aggressive marketing strategy was sufficient. However, in this new era, a company must focus all available resources on the needs of the customer. CX, which includes direct, indirect and even virtual experiences, is where all such efforts come together. Direct experience comprises various categories, including exploration experience, purchase experience and user experience, along with the sharing and resale experience. For companies to compete in today’s market, offering a differentiated CX is essential, especially where the MZ Generation (a widely-used term in South Korea that encompasses Millennials and Gen Z) is concerned. With members of this group already accustomed to experiential marketing, designing a diverse range of experiences for them is exceptionally complex.

Favoring unique shopping experiences both online and offline, the MZ Generation generally opt for experiences with optimized digital convenience and minimal interruptions. To provide a seamless CX without any hassle, companies are actively undertaking an array of digital transformation (DX) initiatives. From a micro perspective, DX plays a significant role in CX, enabling companies to resolve pain points in a short period of time – exactly what consumers expect and demand in today’s market. The ultimate goal is the innovation of CX, something that is now essential. Conducted continuously in the background, silent and subtle support for better CX backed up by variable data serves as a steppingstone on the path to building strong and lasting relationships with customers.

At its core, CX is a journey where brand loyalty is earned through the development of trust as well as the delivery of immersive experiences. Cyclical in nature, the CX journey repeats again and again, creating a genuine connection with customers that grows over time. With CX, the concept of customer loyalty, which had been all but abandoned in recent years, is reborn and reimagined for a new era.

By Lee Hyang-eun, managing director of the Customer Experience Innovation Division at LG Electronics

Learn more about the areas of CX that LG will be focusing on in the future in the second part of this series, coming soon to Beyond News.

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The Power of Giving: Honoring the Golden-Hearted Volunteers

The staff of RMHC posing together for a photo with donated LG products

Between bushfires, floods, a global pandemic and a worsening cost of living crisis, Australian communities have endured so much over the past few years. But having to overcome such unprecedented challenges has made Aussies more resilient and more appreciative of what they may have taken for granted. That is, when we band together for the common good, we can withstand every challenge life throws at us.

To uphold this community spirit, LG Australia partnered with Ronald McDonald House Charities (RMHC) last December to support their incredible work in helping families rediscover the good in life, even in the toughest of times. With LG donating more than AUD 260,000 in home appliances, entertainment products and air-conditioning systems, RMHC has been able to refurbish its houses across Australia, which provide a home-away-from-home for more than 10,000 families traveling long distances for the treatment of their seriously ill or injured children.

In March, LG Australia launched the #LGGoldenHearts campaign to celebrate RMHC’s many kind-hearted volunteers. Following National Volunteer Week, which runs from May 16 to 22, the #LGGoldenHearts campaign recognized the selfless contributions of 11 RMHC volunteers who dedicate their precious time to the charity and the families by rewarding them with a LG prize package.

With more than 120 volunteers nominated, this initiative successfully put the spotlight on some of the charity’s unsung heroes and the positive impact they leave on families facing unimaginable challenges. Every single nominee had their own unique and inspiring story – like stepping in to fill last-minute shifts even during Christmas and becoming a volunteer to repay the kindness they received from RMHC when their family needed a helping hand.

LG Australia also worked with Sydney Dance Company to donate eight-week memberships to online dance classes in line with RMHC’s Dance for Sick Kids fundraising event – an inclusive 7-day challenge held every May to support sick children and their families and bring together a community of people who want to make a difference. The membership was donated to each RMHC Chapter nationally, which allowed hundreds of people staying at RMHC locations to enjoy fun and entertaining moments together.

The #LGGoldenHearts initiative is part of the broader CSR program held by LG Australia, which includes campaigns like LG Local Legends – now in its third year of calling on Australians across the country to nominate their community’s heroes. The campaign demonstrated LG Australia’s commitment to fostering meaningful relationships with like-minded, purpose-driven organizations while encouraging Australians to recognize the good in everything around us.

Learn more about LG Australia’s partnership with RMHC here.

Contributed by LG Australia

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LG to Showcase Its Cutting-Edge Innovations at IFA 2022

The promotional image of LG for IFA 2022

Company to Present Vision of Reimagined Technology, Lifestyles and
Experiences as the Tradeshow Makes Offline Return

SEOUL, Aug. 15, 2022 — LG Electronics (LG) invites consumers from around the globe to experience its latest innovations up-close and in-person at IFA 2022 in Berlin, Germany (September 2-6). Under the theme of Life, Reimagined – with the booth displaying LG’s vision of reimagined technology, rediscovered lifestyles and redefined experiences – the company will introduce an array of products that break new grounds in technology advancement as well as unique, new solutions and services designed to deliver unparalleled customer experiences.

LG is thrilled to be returning to Berlin for IFA for the first time since 2019. Europe’s premier consumer electronics tradeshow is back on the ground in the German capital after a two-year hiatus and ready to again wow visitors from all over the world.

During IFA 2022, visitors can discover LG’s latest innovations, and learn how the company is reimagining the customer experience, at its booth in Hall 18 at Messe Berlin. Those who cannot attend IFA in person can still explore the LG booth by checking out the LG Booth video, which will be uploaded on the LG Global YouTube channel (www.youtube.com/GlobalLG).

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LG Newsroom