LG Electronics Brings Korea’s Housewarming Culture to Southeast Asia

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LG Brings K-Lifestyle Experience to Vietnam, Thailand and Indonesia to Discover

How Affectionate Intelligence Makes Everyday Life Better

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.

·         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.

·         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.

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The campaign kicked off on May 19 at Another Saigon, a brand experience venue in Ho Chi Minh City, Vietnam, and will roll out sequentially across the region with launches in Thailand on June 4 and Indonesia on June 23, creating immersive lifestyle spaces where local consumers can discover LG home appliances in authentic, everyday living environments.

“Southeast Asia has one of the most vibrant K-culture-engaged consumer bases in the world,” said Jaeseung Kim, Regional CEO of LG Electronics Asia Pacific. “Housewarming by LG is our way of opening our doors to local consumers and showing how LG’s Affectionate Intelligence truly understands the way people live.”

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.

A Growing Commitment to Cultural Connection

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.

LG Brings AI-Powered Korean Home Innovation Closer to Filipino Households

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Korean culture has long shaped how Filipinos enjoy entertainment, food, beauty, and lifestyle. But beyond K-pop, K-dramas, and K-food, another side of Korean influence is becoming more relevant to everyday life at home: K-Tech.

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• LG Electronics highlighted K-Tech innovation through home solutions designed around Asian lifestyles and everyday household needs.
• The latest solutions include laundry, kitchen, built-in, commercial laundry, and AI-powered home technologies showcased at LG InnoFest 2026 APAC in Busan, Korea.
• LG’s K-Tech approach focuses on practical benefits for Asian homes, including space efficiency, fabric care, kitchen convenience, energy efficiency, and connected living.
• Key innovations include the WashTower™ lineup, AI DD™, TurboWash™ 3D, LG WashCombo™, Fit & Max, advanced Ice Solution, Camera Oven, and AI Home Hub, ThinQ ON™.
• Through these solutions, LG is showing how Korean technology can support smarter, more intuitive home living for households across Asia, including the Philippines.

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For LG Electronics (LG), K-Tech is not just about advanced appliances. It is about bringing Korean innovation into the daily rhythms of Asian households, including in the Philippines — helping people wash clothes more efficiently, prepare meals more conveniently, manage compact spaces better, and connect home experiences more intuitively.

This direction was highlighted through LG’s latest home solutions for the Asia-Pacific market, which include laundry, kitchen, built-in, commercial laundry, and AI-powered home technologies designed around Asian consumers’ lifestyles. The innovations were presented under the theme “Innovation, Forward Together” at LG InnoFest 2026 APAC, held in Busan, Korea, from April 7 to 10.

For Filipino households, where space, convenience, energy use, and practical functionality often shape home decisions, LG’s K-Tech approach offers a relatable view of what smarter home living can look like: technology that feels less complicated, more responsive, and more useful in everyday routines.

Jaesung Kim, Regional CEO, LG Electronics Asia Pacific, said, “Across Asia-Pacific, competition continues to evolve, but LG has been preparing for this moment by building stronger ecosystems, expanding into new categories, and broadening our product lineup to better serve the region’s diverse markets. We are seeing growth in key categories such as washing machines, refrigerators, and TVs across many countries, and we will continue to strengthen our competitiveness through technologies that respond to real consumer needs. As Korean culture gains stronger influence across the region, we also see an opportunity to share LG’s identity as a Korean brand with the advantage of K-Tech—bringing together innovation, design, and intelligence to create home solutions that are practical, relevant, and built for the way people live today.”

K-Tech for everyday clothing care

Laundry is one of the clearest examples of how K-Tech can support everyday home life. LG is expanding its WashTower™ lineup with a new 25-inch model tailored for Asian homes, alongside existing 24-inch and 27-inch versions. Designed for space efficiency and everyday convenience, the lineup reflects the varied housing environments found across Asia.

LG also introduced new top-load washer models powered by Artificial Intelligence Direct Drive™ (AI DD™), which optimizes wash motions based on fabric type and soil level. The lineup also features TurboWash™ 3D, which completes a full cycle in under 30 minutes, and an automatic dispenser that measures and dispenses detergent for each load, reducing the need for frequent refills.

For busy households, these technologies make laundry feel more intuitive — from caring for different fabrics to helping shorten wash time and reduce repeated manual steps.

LG also highlighted the LG WashCombo™, an all-in-one model that strengthens the company’s drying solutions through Inverter HeatPump™ technology. The feature supports stable and effective drying, while improved energy efficiency responds to Asian consumers’ strong focus on electricity costs.

For commercial use, LG also offers laundry solutions engineered for high-frequency, long-hour operation. The portfolio includes professional-grade features such as customizable wash programs, open API connectivity, and a service-friendly front-access design. LG will also introduce a new commercial washer-dryer HeatPump Combo that integrates washing and drying in a single unit, enhancing convenience and space efficiency.

K-Tech for smarter kitchens

In the kitchen, LG’s K-Tech approach focuses on making everyday cooking, storage, dish care, and entertaining more convenient for Asian homes. LG introduced refrigerator solutions designed for diverse lifestyles and housing conditions, including the new Fit & Max design with a Zero Clearance Hinge. This enables a seamless built-in appearance without wasted space against the wall while maximizing storage capacity in compact kitchens.

LG also highlighted its advanced Ice Solution, which addresses high ice consumption common among Asian consumers. The solution offers four ice options — Craft Ice™, Crushed, Cubed, and Mini Craft — suited for everyday use and entertaining.

For Filipino homes, these details matter in practical ways: making room for groceries in compact kitchens, preparing cold drinks for family gatherings, or keeping the kitchen ready for both weekday meals and weekend hosting.

Dish care also gets a smarter upgrade. LG’s latest dishwasher features an exclusive one-hour wash-and-dry cycle, while QuadWash™ Pro uses four spray arms with high-pressure water jets and microbubbles to clean dishes from multiple angles. Dynamic Heat Dry+ enhances drying performance using a moisture-absorbing material to remove humidity and efficiently produce warm, dry air.

LG also introduced a tailored built-in kitchen collection for Southeast Asian markets, including ovens, cooktops, and hoods for both B2B and B2C segments. A key highlight is the advanced Camera Oven, which uses an internal camera to identify ingredients, recommend an optimal cooking mode, and monitor surface color to check when dishes are ideally cooked.

Together, these kitchen solutions show how K-Tech can move beyond novelty and into usefulness — helping households save space, simplify cooking, and make everyday kitchen moments feel more manageable.

K-Tech for a more connected home

LG also continues to develop its AI Home vision, powered by the AI Home Hub, ThinQ ON™. Through this system, LG’s AI-enabled appliances and IoT devices are designed to connect and coordinate with one another, creating more intuitive and integrated home experiences.

This is where K-Tech becomes less about individual products and more about how the home works as a whole. Instead of separate appliances performing separate tasks, LG’s AI Home direction points to connected devices that can support daily routines with greater convenience.

ThinQ ON™ has already launched in its initial market and is scheduled for phased introduction across Asia, starting with Australia and Thailand. This reflects LG’s broader direction of making AI-powered home solutions more relevant to local lifestyles and household routines across the region.

As Korean culture continues to influence Filipino lifestyles, LG is showing that Korean innovation can also shape the way people live at home. From AI-powered laundry and smarter kitchens to connected home experiences, LG’s K-Tech approach offers a look at home solutions designed not only to impress, but to make everyday life work better.

Korean hitmaker DVWN is coming to Manila on July 9

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Korean singer-songwriter and hitmaker DVWN is coming to Manila for the first-time and for a special show DVWN 2024 ASIA TOUR <SEE THE SEA> on July 9 at the Samsung Hall (SM Aura). Tickets go on-sale Sunday, May 26 at 12PM via SMTickets.com and SMTickets outlets. Presented by Wilbros Live.

Jung Da-woon, better known as DVWN, is a singer-songwriter from South Korea and was behind the hits “Last”, “Insomia”, “fairy”, “No Problem” (The Uncanny Counter OST), “I’m in Paris” (Yumi’s Cells OST), “What A Wonderful Day” (Rookie Cops OST) and many more. He made his debut in 2018 from the extended play, Panorama. He has also written and composed songs for various artists including Kangta, NCT Dream, Young K and Kang Daniel.

 

Tickets to DVWN’s special show in Manila are at affordable prices: P3,000 for VIP Standing and P2,000 for Balcony (plus SM Tickets charge). Special VIP upgrade (limited only) are also available at P4,000, which includes Meet & Greet with DVWN (solo photo with DVWN), early venue access, VIP ID and lanyard, and a souvenir item.

Artwork, Seat Map: DVWN - Manila Artworks

BSS (SEVENTEEN) Showcases the AI Eraser capabilities using the OPPO Reno11 F 5G

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●       The OPPO AI Eraser feature is now available for all OPPO Reno11 Pro,    OPPO Reno11, and OPPO Reno11 F devices

●       AI Eraser empowers all OPPO Reno11 Series users with advanced generative AI photo editing tools and flagship experiences

              

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After

BSS, the subunit of the renowned South Korean boy band SEVENTEEN as well as the newest OPPO Reno Experts, have sprung into action to showcase the capabilities of OPPO’s newly rolled out AI Eraser.

The free-to-use tool was recently rolled out to its OPPO Reno11 Series, which includes the OPPO Reno11 Pro, OPPO Reno11, and OPPO Reno11 F. It allows OPPO Reno11 Series users to easily remove objects from photos by circling them.

As a dynamic and youthful boy group who revel in self-expression, BSS (SEVENTEEN) members SEUNGKWAN, DK and HOSHI continuously create content and capture candid moments on the go. There are times, however, when a precious moment captured contains an unwanted object or background that would otherwise have resulted in the perfect shot, such as the group picture (above) with an unwanted light stand in the background.

With AI Eraser, this can easily be fixed in a flash. All they did was simply circle the unwanted light stand, and the OPPO Reno11 Series’ generative AI intelligently removed it, generating natural-looking content to fill the space. The result is the perfect composition that exactly matched their vision.

AI Eraser for the OPPO Reno11 Series is capable of accurately recognising objects from over 120 categories, including people, pets, trees, buildings, and flowers. It uses advanced generative AI to allow for class-leading, seamless edits to remove objects in the best way possible, creating natural-looking photos as a result.

 OPPO Reno11 Series users can remove an unwanted object in an almost-perfect picture instantly.

AI Eraser is easy and convenient to use. Here’s a step-by-step guide:

STEP 1: Find a picture that is almost perfect

STEP 2: Tap Edit, followed by AI Eraser

STEP 3: Use Smart Lasso to draw around object, or use Paint Over to draw over an object

STEP 4: Watch the object disappear before your eyes as AI Eraser uses generative AI to intelligently fill in the blanks, so you can enjoy your perfect picture

More AI Eraser features

Smart Lasso and Paint Over are two available features under AI Eraser. Smart Lasso allows users to easily encircle unwanted subjects, making it a highly recommended feature for users who struggle with precision drawing or circling.

Paint Over serves as a valuable complement to Smart Lasso, particularly when an object in the image contains an area that users would prefer not to remove. Both features come with a slider option to adjust the stroke size for even more precise object removal.

While many external smartphones within the OPPO Reno11 Series’ price range offer object removal tools, they tend to produce results that appear noticeably edited, creating unnatural-looking elements.

“Reno11 Series is the first smartphone line at its price to feature such advanced generative AI image editing, and demonstrates OPPO’s commitment to enrich everyday experiences through technology for everyone,” said Leon Wang, Director of Reno Series Product Planning Development.

Reno11 Series users in Phiippines can experience AI Eraser via an OTA update.

For more information about the OPPO Reno11 Series and AI Eraser, please visit OPPO  visit https://www.oppo.com/ph/ or check out OPPO Philippines’ official social media pages on Facebook, YouTube, and TikTok.

*Image is simulated for illustrative purposes only. Sequences are shortened. Actual UX/UI may differ.
*Function requires network connection and the availability may vary by country and device.

Get to Know Korean Actor-Singer Kim Won Shik

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Korean actor-singer Kim Won Shik is no stranger to the Philippine entertainment scene. Since he lived in the country for six and a half years, he’s familiar with local showbiz and Filipino celebrities.

Kim Won Shik opens up about his journey in the entertainment industry and how he landed a role in the Philippine adaptation of “What’s Wrong With Secretary Kim” in the latest cover of Metro Man.

In the cover story published on Metro.Style, Won Shik shared that he got scouted to be an idol trainee after helping his sister out to watch Park Shin Hye’s fan meet in Manila. This opportunity also led him to become a part of popular Korean series such as “True Beauty,” “Love Like a K-drama,” and “Alchemy of Souls.”

This rising artist considers the Philippines his second home

Prior to his acting projects, he lived in the Philippines with his sister for six years where he became fluent in English and Filipino.

He also described the country as his “second home” and expressed his love for the popular Pinoy meal liempo or pork belly.

He is now set to captivate the hearts of viewers as he portrays the role of Daniel Park in “What’s Wrong With Secretary Kim” which he describes as a rival of Paulo Avelino’s character.

“It was hard for me to act because it’s totally different. But I did my best and I put more effort into it. The whole ‘What’s Wrong With Secretary Kim’ team/family helped me a lot to finish it,” said Won Shik.

Aside from acting, he also showcased his musical talent as he recorded the series’ soundtrack “To Be With You,” which is available now on digital streaming platforms.

Check out Won Shik’s Metro Man latest cover story. For more exclusive articles, follow @metrodotstyle on Facebook, Twitter, Instagram, and TikTok as well as Metro Magazine @metromagph on Instagram and Twitter and @Metro.Magazine on Facebook, or visit Metro.Style.

#MetroLovesKimWonShik

Why K-Romance Leaves Us Wanting for More: Hear From the Actors Themselves

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K-dramas have an almost mystical allure that captivate audiences worldwide. The intoxicating blend of romance, drama, and fantasy has earned K-dramas a dedicated fanbase that keeps growing with each passing season. But why are audiences falling head over heels for K-Romance? Well, who better to ask than the actors themselves?

 

Where dreams come true

Ever fantasized about bumping into your celebrity crush and experiencing love at first sight? Whether it's a chance encounter on the street or moving next door to your favorite idol, K-Romance brings your wildest dreams to life—just like in Doona! where college freshman Won-jun and former K-pop idol Doona end up sharing a house together.

Watch the teaser here.

 

Yang Se-jong plays the very ordinary Won-jun, who falls in love with Doona, portrayed by Suzy (a former K-pop star herself). Doona is definitely out of Won-jun’s league but as Yang puts it, K-Romance series are special because that’s when “a dream-like love can come to life.” Don’t miss Doona! premiering on October 20, only on Netflix.

 

When opposites attract

K-Romance has a knack for pairing up characters who are polar opposites. Social status, personalities, you name it—they bring together the unlikeliest couples and make their love stories utterly irresistible. Destined with You puts a hotshot lawyer with a lowly civil servant who might hold the key to breaking his family curse. Will fate be able to bridge the gulf in their social status?

 

Revealing the kind of romance shows she enjoys, Cho Bo-ah, who plays civil servant Lee Hong-jo, says: “I love the traditional kind of romance with an unbreakable bond between two completely different people.”

Watch the trailer here.

 

Another K-Romance classic is when enemies turn into lovers, just like in King the Land when an unlikely romance brews between a wealthy hotel heir who hates smiles and his hardworking employee who’s known for her irresistible smile. Former global K-pop idols Jun-ho and Yoona light up the screen with their sizzling chemistry. “Isn’t a risky workplace romance always the best?” says Jun-ho cheekily. “The emotions are so relatable and real because of the office setting. It can happen to you!”

Watch the trailer here.

 

Love that transcends life and time

Ever wonder if love transcends life and death? K-Romance titles explore this with the “time leap” or “rebirth” theme, posing the question: “Would you still love me if we could do it all over again?”

 

For Shin Hye-sun, who stars in See You in My 19th Life, the answer is a resounding yes. She describes true love as a “powerful affection that’s strong enough to bulldoze through your afterlife and still have your heart set on the same person.” Sure enough, Shin portrays a young girl who can endlessly reincarnate but when her 18th life gets cut short, she dedicates the next one to finding her now grown-up childhood crush who does not remember anything.

Watch the trailer here.

 

Similarly, in A Time Called You, Jeon Yeo-been plays a grieving woman who magically travels through time to 1998, where she meets a man remarkably similar to her late love. To Jeon, K-Romance can offer much hope, as it shows that “no matter how far back in time, no matter how different the person seems to appear, if it's destiny, then you will end up together.”

Watch the trailer here.

 

More than just a Rom-Com

K-dramas have evolved into a hybrid of comedy, romance, and even thriller elements. Behind Your Touch follows a psychic vet and a detective as they join forces to crack small-town cases and end up uncovering a chilling serial killer mystery. Playing the vet with the comic superpower that involves touching butts, rom-com queen Han Ji-min quips that it is a “refreshing new take on love.”

 

Watch the trailer here.

 

With K-Romance gaining global popularity, Netflix has a trove of love stories waiting for you. From heartwarming classics to thrilling time-travel adventures, there’s a K-drama palette for every romantic soul. So, why not dive into this delightful world and find your own reason to get hooked?

About Netflix:

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