Bringing Good Vibes to Australia via ‘Life’s Good With Optimism’ Campaign
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By News Reporter
Last year, LG Vietnam made waves in the gaming scene by introducing the Life’s Good Tournament, which was the first and only local area network (LAN) party gaming tournament in Vietnam. This premier League of Legends (LoL) competition in Vietnam attracts talented teams from across the nation, who compete through several qualifying rounds to reach the grand final held at Another Saigon by LG, brand experience space in Ho Chi Minh City. The 2024 final, held on November 30, featured the top teams from four different regions: GENETIC ESPORT from Lighting Esport Complex, HST from OGE Stadium, 2 GAME ĐI VỀ from Unicorn Cyber and ALPHA MALE from Vikings. These cybernets are fully equipped with LG UltraGear gaming monitors, which provide the ultimate gaming experience with brilliant OLED displays.
The grand final was graced by legends of the local eSports scene, including SOFM, Đức Mạnh, Clear and KillerQueen, who provided professional mentorship to the four teams. They shared their practical skills and inspired a competitive spirit in each competitor. After some of the most intense battles in the nation’s gaming history, GENETIC ESPORT emerged as the champion of the Life’s Good 2024 Tournament, followed by runners-up HST and third-place finishers 2 GAME ĐI VỀ and ALPHA MALE.
“This is our second time participating in the Life’s Good Tournament and our team came with a solid plan to conquer the country’s best LoL teams,” said a player of GENETIC ESPORT. “Our outstanding performance in the final was inspired by our mentor, KillerQueen. We are extremely grateful to LG for creating a professional platform that allows us to compete with other talented teams while unlocking the full potential of our passionate eSports community in Vietnam.”
This convincing victory was the result of tireless preparation and effort, earning the GENETIC ESPORT team a trip to Korea in December 2024. They have explored the heart of competitive League of Legends, visiting iconic locations such as LCK Park, the Gen.G Headquarters and LG GROUND220. The team also received a 45-inch UltraGear OLED Curved Gaming Monitor WQHD and vouchers worth 50 million VND.
GENETIC ESPORT was already well-known to LG, having fought their way to an exhibition match against one of the world’s top LoL teams, Gen.G,
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The Life’s Good Tournament 2024 gave participants the opportunity to experience LG UltraGear, a leading gaming monitor brand recognized for its unprecedented refresh rates and response times. Courtesy of the company’s cutting-edge OLED technology, LG UltraGear makes every scene – whether bright or dark – come to life with realistic details that take the gaming experience to an entirely new level.
With a wide array of display solutions built for gamers, the LG UltraGear lineup has become the go-to gaming monitor brand in the local market. Since 2021, UltraGear has been the official partner of Gen.G, a leading eSports organization, further cementing its reputation for supporting high-level gameplay in this League of Legends-obsessed nation.
Through various initiatives designed to foster Vietnam’s eSports community, LG hopes to elevate the local talent so that more local gamers can compete on the biggest eSports stages in the world. With the Life’s Good Tournament, LG Vietnam aims to deliver the value of Life’s Good to more Vietnamese consumers through its advanced gaming solutions and technologies.
Contributed by LG Vietnam
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By News Reporter
In today’s fast-evolving digital landscape, technology continues to redefine how businesses engage with their audiences. To stay ahead, companies are embracing innovative content creation methods that deliver immersive, high-quality experiences, capturing attention and driving deeper engagement.
LG has taken a major leap forward in content production with the launch of its state-of-the-art virtual production studio at its North American headquarters in New Jersey, USA. A potential first in the consumer electronics industry, this in-house content lab empowers LG with advanced tools to produce premium-quality content that reflects its diverse product portfolio, emphasizing efficiency and sustainability.
At the core of the LG Virtual Production Studio is the company’s award-winning commercial LED display technology, featuring a 1.5mm pixel pitch display spanning two walls. This setup enables immersive, cost-effective and flexible content creation, complemented by cutting-edge technologies from LG’s partners, including the Megapixel HELIOS Controller and Mo-Sys Camera Tracking Solutions/Server.
Further strengthening its capabilities,
link hidden, please login to view, a leading developer of virtual production solutions and camera robotics. This collaboration seamlessly integrates LED displays and controllers with Mo-Sys’s XR technology to create a comprehensive XR solution. In the LG Virtual Production Studio, the HELIOS Controller allows multiple users to operate the Mo-Sys Camera Tracking Solutions/Server platform in real time without the need for additional software.
The studio significantly enhances production efficiency by reducing set build times. Advanced features such as parallax motion and real-time rendering enhance realism and adaptability, offering greater creative flexibility, increased content output and cost savings. Looking ahead, the studio plans to produce episodic content and collaborate with brands, further reinforcing LG’s commitment to innovative storytelling.
Beyond creative benefits, virtual production reduces the need for costly physical sets and on-location shoots, minimizing environmental impact while streamlining production workflows. This shift helps reduce environmental impact while making content creation faster and more adaptable to a variety of creative demands.
The LG Virtual Production Studio features a 25-foot, two-wall display constructed from two large 1.5mm pixel pitch LG MAGNIT Studio Series LBAG015-G3 Direct View Micro LED displays, positioned at a 90-degree angle. Despite being a compact 1,000-square-foot space – small compared to conventional studios – this setup delivers limitless creative possibilities with ultra-realistic backgrounds and seamless special effects. Unlike traditional LED displays with wider pixel pitches that require large studios to avoid visible pixels, LG MAGNIT technology enables high-quality content creation within a compact footprint.
LG’s global in-house creative agency, HSAD, plays a pivotal role in maximizing the studio’s potential, leveraging its cutting-edge tools to craft compelling narratives that resonate with diverse audiences. The establishment of this advanced studio marks a significant milestone for LG, underscoring its commitment to innovation and sustainability in content creation.
By investing in an in-house virtual production studio, LG is redefining creativity – producing high-quality content faster with less environmental impact and new levels of creative freedom.
To learn more about Studio Series LBAG015-G3 Direct View Micro LED displays, visit .
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By News Reporter
LG has recently embarked on a global brand refresh, redefining its iconic Life’s Good tagline for a new generation. This vision is being extended to LG in Australia and New Zealand (LGANZ), where the company is embracing its global ESG strategy under the theme: A Better Life for All.
Grounded in the belief that Life’s Good when we Do Good, LG has committed to six Do Good missions. These span from achieving carbon neutrality in its operations to designing inclusive products that can be enjoyed by everyone, regardless of their abilities. Together, these efforts reinforce LG’s mission to create meaningful connections and empower individuals to make a difference.
Recognizing that creating meaningful change is a group effort, LGANZ partnered with Taronga Conservation Society Australia, combining technological innovation with conservation expertise to drive impact. The partnership represents a shared vision to amplify positive impact and inspire others to join the movement. It’s about making doing good a daily habit, proving that small actions can drive significant change, with everyone playing a part in creating a better life for all.
As part of the partnership, LG is the first-ever presenting partner of Taronga’s Hatch Accelerator Program, the world’s only zoo-led startup incubator. Supported by LG, Hatch reimagines what’s possible in conservation innovation through a 14-week program designed to help ecopreneurs tackle some of the planet’s most critical environmental and conservation challenges. The 2025 Hatch cohort, accelerated by LG, will participate in masterclasses, workshops, and receive mentorship from Taronga and LG’s extensive networks. Participants will also gain investor training and pitch readiness, equipping them to bring their visionary solutions to life.
To bring this mission closer to home, LG hosted its 2024 Reinvent Day for its Australia and New Zealand teams – a dynamic brand immersion event streamed live from LGANZ’s NSW office in Parramatta to offices across the country and across the ditch in Auckland, New Zealand. The event was designed to educate and inspire employees, providing a deeper understanding of LG’s global ESG strategy and its alignment with local initiatives.
Employees were introduced to the partnership with Taronga Conservation Society Australia through various activities, including an inspiring panel discussion with wildlife activist Tyson Mayr, LGANZ leaders Gemma Lemieux and Louise Annetts, Hatch Program Director Christie Gazal and Taronga’s Education Director Paul Maguire. Together, they explored how purposeful choices and collective action can drive meaningful change, reinforcing the idea that doing good enriches both the planet and our own wellbeing.
Beyond education, LG encouraged employees to take action through various initiatives. This included the announcement of an upcoming volunteer beach clean-up with Taronga Zoo, the opportunity to “e-Dopt” a Taronga Zoo animal, while LG donated AUD 10,000 to support Taronga’s Red Panda conservation efforts, exemplifying LG’s commitment to doing good. LG also launched its internal LG Lifestylers program, encouraging employees to become brand advocates and share how LG’s innovations and initiatives are creating joy and meaningful moments in their own lives.
Yet, this is not a new direction for LGANZ. For years, it has demonstrated a commitment to making a difference through initiatives like the LG Local Legends Program and disaster relief efforts, donating over AUD 1.7 million to communities in need. The partnership with Taronga Conservation Society Australia represents the next step in LG’s journey, demonstrating how even small actions can create a ripple effect and empower people to contribute to a better future.
By embodying the principle that Life’s Good when we Do Good, LG invites customers, employees and partners to join a movement that goes beyond products. Together, LGANZ and Taronga Conservation Society Australia are shaping a future, rooted in optimism, sustainability and positive impact.
Let’s make life better, one action at a time. To find out more about the LGANZ and Taronga Conservation Society Australia partnership, please visit:
link hidden, please login to view. Contributed by LG Australia and New Zealand
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By News Reporter
The marathon craze is sweeping the globe, fueled by the simplicity and accessibility of running, which requires little more than a pair of decent running shoes to embark on a journey toward a healthier lifestyle. Fully embracing this trend, LG offices worldwide are hosting “LG Life’s Good Run” events to inspire communities to come together and prioritize their physical health and fitness in fun and engaging ways.
Earlier this year, LG Thailand presented the
link hidden, please login to view in the heart of Bangkok to promote better physical health and a stronger sense of community built on exercise. As an official sponsor, LG Thailand inspired the people of Thailand to take joy in exercising by running together in an environment that exudes positive energy. The event was hosted in collaboration with the Step Challenge Association, Thailand’s Department of Health, Thai Health Promotion Foundation, Athletics Association of Thailand and the Tourism Authority of Thailand (TAT) to set a new benchmark for international competition events. Attracting over 7,000 participants, “Kao Ta Jai 10K Thailand Championship 2024” garnered significant interest from health-conscious individuals and 500 LG members in Thailand participated in this marathon. The high level of engagement reflects a growing awareness among Thai people about the importance of taking care of one’s health and demonstrates how Life’s Good when the community gathers together to share the joy of exercise.
This marathon craze can be witnessed in all four corners of the globe, including another Southeast Asian country. In a remarkable showcase of community spirit and determination, LG Malaysia recently hosted its first-ever “LG Life’s Good Run” at Anjung Floria, Putrajaya. The event drew more than 3,000 runners, each one embodying the Life’s Good spirit through a shared journey of good health and positive, self-improving challenges.
More than just a race, the LG Life’s Good Run encourages pros and amateurs alike to embark on a journey of self-discovery, where every step brings them closer to the healthier, more fulfilling life they deserve. The children’s category has been introduced so that young runners can take on their greatest personal challenge yet, aiming to foster resilience and determination from an early age.
Prizes were awarded to the top three finishers across six categories: Men’s Open (aged 16–39 years), Men’s Veteran (aged 40 years and above), Men’s (Non-Malaysian) (aged 16 years and above), Women’s Open (aged 16–39 years), Women’s Veteran (aged 40 years and above), and Women’s (Non-Malaysian) (aged 16 years and above). The prizes included some of the company’s best-sellers, including the LG WashTower, 65-inch LG OLED TV and LG InstaView refrigerator.
The event also featured engaging side quests in the carnival area, a hub of excitement and anticipation. Captivating product displays, traditional Korean games and Instagrammable product zones were also set up, delighting runners and their support teams – friends and family – by making the whole experience even more unforgettable.
LG East Africa is also championing healthy lifestyles through a shared passion for running by joining its distribution partner, OPALNET, to aid this year’s “Standard Chartered Nairobi Marathon”, Kenya’s premier running event which attracts over 25,000 participants from across the globe every year without fail.
The added benefit of hosting a marathon is the opportunity to raise millions of dollars for several charities. The Nairobi Marathon donates large amounts of its proceeds to deserving initiatives set up to improve the lives of marginalized groups, such as people with disabilities, disadvantaged youth and women. The goal is to promote various educational, employment and community-enriching opportunities that wouldn’t be possible without a significant amount of funding.
The two companies presented KES 1.7 million (USD 13,000) worth of electronics to support the event, including five 65-inch TVs and eight XBOOM speakers to be used along the 42-kilometer-long course. Some products were even given as prizes to the winners.
This generous contribution was part of a wider sponsorship group, with LG and OPALNET joining 40 other sponsors to collectively raise a grand total of KES 173 million (USD 1.3 million), giving the event even greater meaning and influence in the region.
The large-scale marathon also helped consumers better understand the outstanding capabilities of LG products by experiencing their cutting-edge features firsthand. It was equally as beneficial for the local LG employees taking part, as they were able to directly contribute to Kenya’s sports culture and community development.
Finally, with running one of the fastest-growing hobbies in Korea, in large part thanks to the rising number of running clubs, a number of LG employees recently volunteered as pace makers for frame runners with disabilities at the “2024 JTBC Seoul Marathon”, one of the nation’s biggest marathons. The company also demonstrated its ESG vision of Better Life for All by participating in the marathon challenge for people with brain lesions.
With the running trend set to stay, LG’s recent initiatives have focused on strengthening the power of community and spreading the importance of bettering one’s physical and mental well-being.
To discover how other offices are spreading the message of Life’s Good through unique global and local initiatives, visit the .
Contributed by LG Thailand, LG Malaysia and LG Kenya
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By News Reporter
Are we becoming more optimistic? A new global survey from LG sheds light on the current state of optimism, revealing surprising trends and the key factors shaping our outlook on the future.
Despite global uncertainties, a sense of optimism persists. 48 percents of consumers across 16 markets feel more optimistic now compared to six months ago, with a global average optimism score of 7.49 out of 10. While France, the UK and Australia reported below-average optimism levels, Saudi Arabia, India and the UAE emerged as the most optimistic nations. Interestingly, personal growth and strong family dynamics were key drivers of individual optimism, while financial concerns tended to dampen spirits.
Entertainment, encompassing movies, TV, music and art, emerged as the leading source of optimism (60 percent), followed closely by the potential of AI (56 percent). Social media, while influential, generated less optimism (48 percent), and global crises understandably ranked lowest.
This research aligns with LG’s “Life’s Good” philosophy, emphasizing the company’s commitment to understanding and fostering happiness worldwide. It’s part of a broader effort to explore the power of optimism and its potential to shape a brighter future.
The survey also uncovered intriguing generational trends. While optimism and happiness generally decline with age, the youngest group (under 18) reported surprisingly low scores. Gen Z, while generally optimistic, also expressed the highest level of caution, with 50 percent believing optimism can be harmful. This may stem from concerns about having the necessary tools to succeed, a sentiment twice as prevalent among Gen Z compared to millennials.
Younger generations leverage social media to find positive content and connect with like-minded individuals. 86 percent acknowledge its impact on their personal lives, surpassing the 67 percent who believe it impacts society as a whole. Gen Z is also more likely to seek therapy, retail therapy or even delete social media accounts to combat negativity. Older generations, conversely, prefer offline comforts like spending time outdoors, with family or pursuing hobbies.
As a brand dedicated to fostering optimism, LG prioritizes understanding and meeting customer needs. The company recognizes that people seek resources and tools to cultivate a positive outlook and build a brighter future, and LG is committed to fulfilling this need.
This commitment is embodied in LG’s “Optimism your feed” campaign, designed to infuse social media feeds with positive content. The campaign has demonstrably boosted positive feelings, with 78 percent of participants reporting increased optimism after engaging with it.
Find the “Optimism your Feed” playlist on LG’s global TikTok (@lge_lifesgood) and YouTube (@LGGlobal) channels. Learn more at
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Survey Methodology
Global survey conducted by GWI.
Fieldwork conducted from August 26 to October 7, 2024.
Age: Between 16 – 64 years old, all income levels.
Sample size: 300 respondents each across 16 markets, except for 70 respondents in KSA.
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