LG Electronics is accelerating its push into the Global South by expanding a lineup of locally tailored home appliances for the Latin American market.
LG Electronics said on the 8th that it held "LG InnoFest 2026 LATAM" in Cancun, Mexico, for two days starting on the 4th, introducing this year's new products and business strategy to key retail customers.
InnoFest is an event that invites representatives from retailers and partner companies to share information on new products and discuss cooperation plans. LG Electronics also held an InnoFest for the Middle East and Africa in Abu Dhabi, United Arab Emirates, on the on the previous month.
At this event, many products reflecting the lifestyles and housing environments of Latin American consumers were unveiled. LG Electronics introduced new top-load washing machines, which are popular locally, and said it applied ergonomic design that takes into account consumers' average height and arm length. A key feature is that it prevents users from having to bend their backs excessively when taking out laundry.
A new refrigerator, "Fit & Max," was also unveiled. The product widens internal capacity relative to installation space by adopting a structure that minimizes the gap with the wall. It was introduced as a product reflecting the urbanization trend in Latin America, where living spaces are gradually getting smaller.
The company also expanded its lineup of combination laundry appliances to meet rising demand for premium appliances. The 27-inch WashCombo uses inverter heat pump technology to handle washing and drying in one go, and the WashTower added a 25-inch model and a 27-inch model with an LCD control panel to the existing 24- and 27-inch lineup, offering more choices.
LG Electronics also unveiled built-in solutions targeting the B2B market. Including the ultra-premium built-in appliance brand SKS, the company proposed a "builder appliance package" tailored to local housing structures and interior needs, moving to target markets of construction companies and interior contractors.
LG Electronics said it is conducting consumer lifestyle research alongside data analysis to develop locally tailored features. In addition to on-site observational research of customers' daily lives, the company said it has been using "CHATDA," an artificial intelligence (AI) analysis system based on data within the ThinQ app, to adjust product features and user experience.
Functions tailored to everyday life in Latin America were also reflected in the products. Noting a consumer habit of frequently cleaning refrigerator interiors due to characteristics of the Catholic cultural sphere and a food culture that often uses strong-scented sauces, LG Electronics has applied a cleaning time function starting with 2024-model refrigerators. The function improves cleaning convenience by reducing cold air supply for a set period and stopping the door-open alarm while turning on the interior light.
Local data was also reflected in the placement of washing machine functions. LG Electronics said it analyzed a usage pattern in which washing frequency is high due to the hot climate but the amount washed at one time is not large, and therefore improved accessibility to the quick cycle for small loads.
LG Electronics is also expanding investment in production bases. It is building a new plant in Parana state, Brazil, with a goal of commencing operations within the year. The site area is 767,000㎡, and the total floor area is 70,000㎡. The plant is expected to serve as a production hub for responding to the Latin American market alongside the existing Manaus plant in Brazil.
Song Seong-won, executive vice president and head of the Latin America region at LG Electronics, said, "We will build brand trust in the Latin American market through products tailored to local customers' lifestyles and needs."