LG Electronics carried out marketing activities in Southeast Asia with a uniquely Korean "housewarming" concept. It set up living spaces that reflect Korean culture in regions keen on K-culture to showcase key products.
LG Electronics said on the 21st it will run the "Housewarming by LG" campaign in major Southeast Asian countries, including Vietnam, Thailand, and Indonesia. It will set up living spaces as pop-up stores where visitors can directly experience K-lifestyle and K-appliances, and invite customers.
On the 19th, LG Electronics opened a pop-up store at "Another Saigon," which it operates as a brand experience space in Ho Chi Minh City, Vietnam. In a space arranged as an entryway, kitchen, living room, and dressing room, customers can experience the convenient daily life created by LG Electronics' AI appliances, linked to K-lifestyles popular with local customers such as running, beauty, social interaction, and rest.
LG Electronics plans to open pop-up stores sequentially in Thailand and Indonesia as well and release videos that vividly capture the on-site scenes through YouTube and other channels. The company said, "We will increase touchpoints for customer experience with local customers interested in K-lifestyle," adding, "We plan to effectively promote the LG Electronics brand slogan 'Life's Good,' which carries an optimistic message about a better life and future."
Last month in Busan, LG Electronics also created an exhibition hall inspired by spaces from K-dramas at "LG InnoFest 2026 APAC," a new product showcase to which it invited business partners and media from 20 countries in the Asia-Pacific region.
An LG Electronics official said, "We will expand customer experience spaces so that overseas customers can experience LG Electronics' products and lifestyle and feel convenience in their daily lives."