SINGAPORE - LG Electronics (LG) today announced the launch of “Housewarming by LG,” a regional experiential marketing campaign designed to bring Korea’s signature housewarming culture to Southeast Asian consumers.
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LG Electronics is launching
“Housewarming by LG,” a regional experiential campaign across Vietnam, Thailand
and Indonesia that translates Korea’s trending housewarming lifestyle into an
immersive consumer experience.
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The campaign invites local consumers
into curated lifestyle spaces designed to feel like real homes, where they can
naturally discover LG home appliances through K-lifestyle touchpoints including
running, K-Beauty, personal styling and everyday home routines.
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Kicking off in Vietnam on May 19,
Thailand on June 4 and Indonesia on June 23, the campaign carries the message
“Life’s Good, Made Better by K-Tech” and highlights LG’s Affectionate
Intelligence as a technology that understands and adapts to diverse ways of
living.
Reinterpreting
Korea’s Trending Lifestyle Into a Consumer Experience
Inspired
by Korea’s housewarming culture, in which guests are welcomed into a home to
experience how someone truly lives, “Housewarming by LG” transforms this
vibrant K-lifestyle moment into an engaging consumer experience.
Rather
than presenting products in a conventional showroom format, the campaign
invites visitors to walk through curated residential spaces that reflect real
lifestyles, allowing them to discover firsthand how LG appliances bring
convenience, comfort and genuine value to everyday life.
Each
venue is designed to feel like an actual home, from the entryway to the
kitchen, living room and dressing room, offering visitors a natural and
intuitive way to interact with LG’s full range of innovative home appliances.
In
the kitchen, visitors can try making Korean-style drinks and recipes using LG’s
refrigerator with ice and water dispenser, which dispenses Craft Ice, cubed ice
and crushed ice. In the living room, an LG air conditioner and air purifier
work together to keep indoor temperature, humidity and air quality comfortable,
while the LG StanbyME 2 invites guests to experience home workouts and everyday
relaxation. In the dressing room, the LG WashTower™ uses AI to analyze laundry
weight, soil level and fabric type to deliver an optimized wash and dry cycle,
while the LG Styler lets visitors experience effortless clothing care and
personal styling.
Two
Lifestyles, One Vision: Affectionate Intelligence
A defining feature of the campaign is its recognition that no single lifestyle fits everyone. To bring this to life, LG has partnered with K-pop artists MINHO (SHINee) and Shin Ye Eun, each serving as the face of a distinct, character-driven lifestyle space that reflects how different people live, rest and move through their days.
MINHO’s
Space centers on an active, social lifestyle built around running and
meaningful moments. Drawing on MINHO’s personal connection to an energetic,
on-the-go lifestyle, the space naturally connects Korea’s growing running
culture with LG products suited to active daily living.
Ye
Eun’s Space reflects a more personal, aesthetics-driven lifestyle rooted in
K-Wellness and quiet individuality. Anchored by Ye Eun’s own lifestyle
sensibilities, the space resonates deeply with millennial and Gen Z generation
consumers across Southeast Asia who are already engaged with K-culture.
Though
distinct in character, both spaces are united by a single message: LG’s
Affectionate Intelligence is designed to understand and adapt to the diverse
rhythms of modern life, helping every individual live better, every day.
K-Lifestyle
as a Cultural Bridge
“Housewarming
by LG” is a campaign that meets consumers where they are. By building the
experience around K-lifestyle sensibilities that Southeast Asian consumers
already know and love, LG brings its technology to life in an emotionally
resonant way that feels personal, intuitive and culturally relevant.
Anchoring
this vision with cultural authenticity, LG collaborated with MACHO’s SACHUNKI,
a creative partner with a proven track record in spatial storytelling rooted in
K-culture. This collaboration ensures that the physical spaces carry genuine
cultural credibility, translating K-lifestyle aesthetics into a cohesive and
immersive brand experience.
Extending
the Experience Online
LG
will amplify the campaign beyond its physical venues by releasing
behind-the-scenes and highlight footage captured at each pop-up location across
LG’s YouTube channel and social media platforms. This digital extension ensures
the “Housewarming by LG” experience reaches consumers who are unable to attend
in person, broadening the campaign’s impact across the wider Southeast Asian
region.
This
campaign builds on a growing commitment by LG to connect with global audiences
through culturally meaningful experiences. Earlier this year, at LG InnoFest
2026 APAC, held in Busan and attended by business partners and media from more
than 20 Asia-Pacific countries, LG drew widespread acclaim for an exhibition
hall designed around spaces from popular K-dramas, demonstrating the powerful
resonance of Korean cultural storytelling in communicating LG’s innovation
story.
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