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.

A Climate Change Takes Center Stage in Southeast Asia’s Music Scene

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Through the years, the diverse musical traditions of Southeast Asia have served as a universal language, fostering cultural exchange and knowledge. Today, this musical legacy is taking on a new purpose: musicians around the world and from the region are lending their voices to move people to action around the climate crisis.

One initiative is the Music Declares Emergency (MDE), a movement urging the music industry to take action on climate change. Supported by artists such as Grammy-award winning singer Billie Eilish who highlighted her environmental advocacy during one of her Happier Than Ever, The World Tour concert legs in the Philippines in 2022 by strategically minimizing the environmental impact of her tour. Coldplay's Music of the Spheres World Tour, powered by renewable energy and initiatives to reduce carbon footprint, is also expected to go live in the Philippines, Singapore, and Thailand this 2024.

This goes beyond musical acts. From Thailand's pioneering Wonderfruit Festival, with its waste reduction and renewable energy, to Malaysia's Rainforest World Music Festival, blending musical traditions with environmental advocacy, more and more concert productions, recording studios, and festivals are implementing eco-conscious measures. Beyond the stage, the Philippines is also echoing its commitment to conservation. The Department of Environment and Natural Resources (DENR) of the Philippines’ "KANTALIKASAN" album celebrates winning environmental songs, while Lio Beach Fest in Palawan celebrates environmental awareness, harmonizing vibrant performances and conservation efforts.

Driven by a shared concern for the climate crisis, 13 leading Indonesian musicians also recently came together to form IKLIM ‘the Indonesian Knowledge, Climate, Arts and Music Lab’. These artists of various genres such as Endah N Rhesa, Iga Massardi, Navicula Tony Q Rastafara, and others gathered in Bali earlier this year to gain a deep understanding about the causes of climate change, what needs to be done to reduce carbon emissions and how music and art can be powerful tools for climate action. Their collaboration resulted in the 'sonic/panic' compilation album, released under Alarm Records, Indonesia's first environmentally conscious record label. The album's diverse genres unite under a common cause: the urgent call for climate action.

To celebrate the album's release on major digital platforms, the IKLIM Fest was held in Ubud on November 4, 2023. This event marked the first climate-conscious festival in Indonesia that implemented a 'Reuse Protocol' by Dietplastik Indonesia to reduce the large amounts of single-use waste typically generated at music festivals.

Gede Robi, vocalist and guitarist of Navicula, and a driving force behind IKLIM, said “Until now, there was no collective movement that united Indonesian musicians around the climate crisis. We are inspired by the global Music Declares Emergency movement, and aspire to encourage musicians across the Asian region to join us in taking climate action.”

Furthermore, Robi outlined IKLIM's plans to broaden its reach by collaborating with more musicians and industry professionals across Indonesia and is currently actively promoting the joint movement among musicians in the Philippines, Bhutan, Thailand, Cambodia, Malaysia and South Korea.

"The ultimate objective," Robi elaborated, "is to promote sustainability within the music industry. IKLIM functions as a think-tank for making music more environmentally sustainable. As we continue to engage with industry stakeholders, our knowledge and experience will grow, enabling us to develop best practices for reducing the music industry’s carbon emissions. This, in turn, will empower musicians to play a more active role in both raising awareness and mitigating the impact of the climate crisis."

Charting a Path Forward

While challenges persist, which include limited knowledge and access to environmentally friendly solutions within the music industry, Robi believes that as more musicians and industry players join this collective effort, more solutions will emerge.

The establishment of Music Declares Emergency Indonesia, the first chapter of the global movement in Asia is an extension of the global movement that unites musicians, industry professionals and music lovers, and transcends genres and borders to take a collective stand around the climate crisis.

As sustainable practices become integrated into Asia's music industry, musicians in the region can set a standard for responsible entertainment. "The climate crisis has now taken center stage for our generation, and the movement’s success hinges on collaboration, especially among industry stakeholders. We envision that our current efforts will serve as a blueprint for something much bigger in the future.”

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About IKLIM:

The Indonesia Climate, Knowledge, Arts & Music Lab (IKLIM) is a collective of artists and musicians committed to climate action, amplifying the climate dialogue through the universal language of music.

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About Music Declares Emergency (MDE) Indonesia:

The 13 Indonesian musicians behind "Sonic/Panic" are founding members of Music Declares Emergency (MDE) Indonesia, the first chapter of the global movement in Asia. With the call of ‘NO MUSIC ON A DEAD PLANET,’ they are part of a global movement of artists, music industry professionals, individuals, and organizations united by a single goal of protecting all life on Earth.

Experience Southeast Asia with these ASEAN-Made Products

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 Explore Southeast Asian products and get up to 75% off at Shopee’s ASEAN Online Sale this August 8-10 

Did you know that ASEAN countries are home to some of the most creative entrepreneurs and sellers? This is definitely something to be proud of! And the good news is, you can immerse yourself in a variety of cultures by exploring products from the Philippines and our neighboring countries. At the ASEAN Online Sale, Shopee definitely has you covered with some of the greatest finds across Southeast Asia! 

To celebrate ASEAN’s 54th anniversary, Shopee takes its shoppers on a trip around the region with amazing deals. From August 8 to 10, check out some of the best products at the ASEAN Online Sale, with discounts up to 75% off:

For the Fashionistas

Morena and proud! Embrace your natural beauty while flaunting your Fabcase Phone Case that’s designed with beautiful illustrations of morena Pinays. Each case comes with a matching phone grip to prevent your phone from slipping. It’s also printed with a matte finish from edge to edge, giving it a neat, classy, and stylish look.

Stow your personal belongings in style with this handy Adventure Belt Bag. Made with high-quality faux leather that can be used as a belt and body bag, it’s the perfect companion for quick errands. 

Fashion meets function with this multipurpose scarf from Thailand--  it’s just what you need to stay protected from the sun when cycling outside or even to just keep your hair out of your face while working out from home!

Look fashionably cute even while at home! Whether you’re working from home or planning to do a quick workout session, slip into this pair of Terry cotton Boyfriend Shorts, made by Filipino tailors, for a comfier feel. 

Show off a traditional pair of slides with a modern twist! Step into these Indiana Jane Abaca Mules, which features a closed-toe design with soles made out of abaca. The material is a local plant-derived fiber which is very durable, making it perfect for everyday use.

For the Skin and Beauty Guru

Go au naturel on skin care with this Herbal Kasoy Cream. Made of pure kasoy oil, this locally formulated cream contains anacardic acids, which help treat skin lesions such as moles, warts, kulogo, kalyo, skin tags, and other skin problems. It’s also formulated with shea butter to help the skin heal faster. 

Don’t panic, it’s organic! With its formulation of turmeric, moringa, guava, lemon, stevia, guyabano, virgin coconut oil, and menthol herb arvensis, local favorite Aromagicare Therapy Oil provides external relief from abdominal pain, arthritis, back pain, burns, cramps, dizziness, fatigue, and other types of discomfort. 

Say goodbye to neck or shoulder pains with the Tiger Balm Neck & Shoulder Rub. This pocket-sized pain reliever from Singapore claims to “work where it hurts.” With its calming scent and soothing formulation, this is definitely a must-have in your bag no matter your age. 

Infused with almond oil, sunflower oil, and aloe vera extract, the proudly Filipino-made Colourette Blur Balm smoothens, protects, and hydrates your lips from drying out. Apply generously on your lips to prep them before swiping on your favorite lipstick to prolong color wear. You can also wear it as an overnight lip treatment!

For the food lovers 

 

Rainy weather calls for some hot and spicy comfort food to warm up your stomach. Give in to your cravings with Indomie Mi Goreng, which are instant noodles inspired by the beloved traditional Indonesian fried noodle dish. It’s also perfect for vegetarians! 

Tickle your tastebuds with the bold flavors of Thai food straight from the comfort of your own homes! With Real Thai Tom Yum Soup Paste, you can easily capture the flavors of the popular hot and spicy soup without having to look for the mass of ingredients it normally takes to prepare. Simply mix this paste in a pot of boiling water and add your aromatics, protein, and vegetables of choice.

Get as close as possible to the historic coffee shops at Ipoh with the popular Malaysian Hazelnut White Coffee Mix. Made with Old Town’s signature blend of Arabica, Robusta, and Liberica beans, each cup is guaranteed to be smooth, full-bodied, creamy, and perfectly nutty - just what you need to get your coffee fix on a rainy day.

Discover more Southeast Asian products at Shopee’s ASEAN Online Sale, by visiting https://shopee.ph/m/2021-asean-online-sale.  

To save more on purchases during the ASEAN Online Sale, use ShopeePay to enjoy daily free shipping and coins cashback. Get up to 15% cashback when you pay your electricity, water, and internet bills, and up to 25% bills cashback for new users. Top up your ShopeePay wallet through your debit card, online banking, or over-the-counter payment partners.

Download the Shopee app for free via the App Store or Google Play.