Award-Winning Artist John Legend Named LG SIGNATURE Brand Ambassador
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By News Reporter
Company’s New Brand Film Showcases Affectionate Intelligence,
Delivering Meaningful and Thoughtful Experiences to Customers
SEOUL, April 1, 2025 — LG Electronics (LG) has unveiled a new a brand film titled “Less Artificial, More Human,” inspiring customers to explore how life can be enriched through thoughtful moments and meaningful experiences powered by LG’s Affectionate Intelligence. This film is part of the ongoing Life’s Good global campaign, initially introduced in August 2023 to spread a message of optimism worldwide.
LG is committed to redefining the customer experience, ensuring that the essence of Life’s Good is reflected in every aspect of its products, services and communications. In this evolving AI era, LG continues its pursuit of delivering more authentic experiences by keeping humans at the heart of AI innovation.
This year’s campaign emphasizes Life’s Good moments in everyday life with LG’s Affectionate Intelligence, which better understands and empathizes with customers. By incorporating the company’s human-centric philosophy, LG aims to move beyond technology-centric AI approaches, fostering deeper connections and more meaningful interactions between their products and users.
The new brand film heartwarmingly conveys how LG intuitively integrates its AI into customers’ daily routines, offering support to foster personalized experiences that enhance life at home, work and on the go.
The film begins at home, where a family enjoys ordinary yet precious moments together, relieved from daily chores with LG AI Home solutions quietly adapting to their individual needs. Whether it’s a gentle reminder to take an umbrella or automatically turning off the lights when everyone has left, the intelligent home simplifies routines so individuals can have the peace of mind to go about their day. As the film continues, viewers can see how the workplace transforms into a balanced environment with optimal air quality and temperature control for enhanced comfort. On the road, the system intuitively understands the physical and emotional state of both the driver and passengers, providing personalized recommendations that make every journey more relaxing and reassuring.
“Our brand’s focus is not just on AI technology itself, but on how it enhances customers’ lives in meaningful ways,” said Kim Hyo-eun, vice president and head of LG’s Brand Management Division. “This campaign aims to showcase how LG’s Affectionate Intelligence can positively transform our daily life, seamlessly integrating into everyday moments to offer comfort, ease and connection.”
The global campaign has rolled out in countries including the UK, Germany, Brazil, Mexico and Australia throughout March. The brand film can be viewed on
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By News Reporter
LG Electronics has achieved a significant milestone by securing a spot in Interbrand’s Best Global Brands 2024. This accomplishment is the result of LG’s bold rebranding efforts. Hyoeun Kim, vice president of Brand Management Division, Overseas Sales and Marketing Company at LG Electronics, shares her insights and the story behind this transformation. LG has embraced its evolution into a “Smart Life Solution Company,” redefining its identity to deliver innovation that enhances everyday life.
In an interview with Forbes, Kim shared insights into LG’s branding journey, highlighting the company’s commitment to its “Life’s Good” promise and its ethos of “brave optimism.” She emphasized the importance of creating meaningful connections through both internal and external communications, as well as engaging customers through products and campaigns that inspire positivity and confidence in the future.
As part of this transformation, LG has launched comprehensive branding initiatives, including targeted activities to engage younger generations like Gen Z. Campaigns such as “Optimism Your Feed” on TikTok and YouTube resonated strongly, amassing over 1.8 billion views and significantly boosting global engagement.
LG remains dedicated to evolving its brand and connecting with customers worldwide through innovative solutions and impactful communication strategies. Visit
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By News Reporter
LG Recognized in the Automotive Category of This Year’s List for Driving
Mobility Innovation With Its Advanced SDV and In-vehicle Technologies
SEOUL, March 19, 2025 — LG Electronics (LG), a global leader in mobility technology, has been named to Fast Company’s The World’s Most Innovative Companies of 2025 list in the automotive category, announced on March 18. This recognition highlights LG’s strong performance and continuing success as a pioneer of software-driven mobility solutions.
Fast Company, one of the world’s preeminent business media brands, has published The World’s Most Innovative Companies list every year since 2008. The list acknowledges organizations that have made a meaningful impact through their commitment to innovation, ranking the top-performing businesses across 58 industry categories.
A trusted mobility partner, LG is making rapid progress in the pursuit of its bold “living space on wheels” business direction, which reimagines the traditional automobile as an intelligent, connected environment. The company’s seamlessly integrated infotainment systems, displays, telematics and AI-powered technologies enhance safety and comfort for drivers and passengers, while also bringing the personalization and convenience of the smart home to the in-car experience.
LG is realizing its futuristic vision through advancements such as the AI-powered in-cabin sensing solution, designed to make vehicles more intuitive and responsive to their occupants’ needs. Employing Vision AI and an array of sensors, LG’s solution monitors the heart rate, facial expressions and attentiveness of the driver and passengers in real time to assess their physical and emotional state. By detecting whether the driver is fatigued, stressed or distracted, and providing appropriate cues or reminders, it can help improve road safety. The company’s sophisticated sensing solution also offers personalized driving routes, real-time traffic updates and smart in-cabin adjustments.
Being named to Fast Company’s The World’s Most Innovative Companies list follows a year of major successes for the LG Vehicle Solution (VS) Company. In 2024, LG introduced a cross-domain platform integrating Advanced Driver Assistance System, Automated Driving and In-Vehicle Infotainment systems to provide a flexible, cost-effective solution for OEMs. It also expanded its webOS-powered Automotive Content Platform to give vehicle passengers more immersive entertainment options. Additionally, the company launched LG AlphaWare, a comprehensive suite of software for software-defined vehicles (SDVs), and earned global recognition for the security and safety of its V2X technology.
“We are honored to be included in Fast Company’s list of The World’s Most Innovative Companies of 2025,” said Eun Seok-hyun, president of the LG VS Company. “As a leading driver of future mobility innovation, we will continue to create cutting-edge SDV technologies and AI-powered solutions that transform the in-vehicle experience and improve road safety.”
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By News Reporter
Company Introduces SKS Brand Refresh, Showcases Superb
New Built-in Kitchen Solutions at Premier Industry Event
SEOUL, Feb. 20, 2025 — LG Electronics (LG) announces the rebranding of its SIGNATURE KITCHEN SUITE to SKS at the 2025 Kitchen and Bath Industry Show (KBIS) in Las Vegas, Nevada, U.S.A., from February 25-27. Originally launched in 2016, the SIGNATURE KITCHEN SUITE brand now enters a new era with a refreshed identity and a new lineup of cutting-edge kitchen appliances under the SKS name.
The transformation reflects the brand’s refined aesthetic, modern positioning and steadfast commitment to sophisticated design and advanced innovation. The new “SKS” is designed to resonate more strongly with customers worldwide while maintaining the brand’s essence. This rebranding underscores SKS’s leadership in the luxury built-in appliances.
Despite global market challenges, SKS is poised to solidify its leadership by leveraging cutting-edge Core Technology, AI-driven convenience and sophisticated design. This strategy positions the brand as a key player in the growing built-in appliance market, reinforcing its position as a premier household appliance leader. Following KBIS 2025, LG will roll out a comprehensive brand renewal across all customer touchpoints, including retail stores and showrooms, and will expand its U.S. presence with a third showroom.
At KBIS 2025, LG is showcasing a range of innovative SKS appliances designed to enhance luxury kitchen aesthetics and functionality. Leading the lineup is the new 36-inch Cook-zone-free Induction Pro Range, featuring the industry’s first free-zone cooking surface range, allowing users to place cookware anywhere on the cooktop. This range also includes an advanced convection system for fast and even cooking, steam technology to preserve meal quality, a built-in camera for real-time monitoring and LG’s Gourmet AI for intelligent and precise heating control.
Complementing the Pro Range, SKS’s new dishwasher offers a flawlessly flush fit with standard-depth cabinetry. Aligning perfectly with the front edge of the counter, the dishwasher helps customers maintain the clean, uninterrupted lines of their custom-designed kitchen.
In addition, LG is introducing the groundbreaking SKS Island System, a highly-evolved kitchen island concept integrating LG’s cutting-edge cooking and ventilation technologies. This system features a hidden induction cooktop that blends with the countertop’s woodgrain finish when not in use, and a downdraft ventilation system with SKS’s proprietary air curtain technology for effective smoke and steam removal. Customizable built-in storage spaces around the ventilation system exemplify SKS’s commitment to personalized luxury.
“The new SKS represents the natural and ongoing evolution of our ultra-premium kitchen brand, celebrating a decade of excellence,” said Lyu Jae-cheol, president of the LG Home Appliance Solution Company. “By embracing our True to Food philosophy, SKS will continue to deliver differentiated kitchen solutions that enhance the customer experience and strengthen LG’s leadership in the high-end built-in market.”
Visitors to LG’s booth (West Hall #2417, Las Vegas Convention Center) at KBIS 2025 can experience firsthand the superior style and functionality of the latest LG premium kitchen innovations. For more information on SKS, visit
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By News Reporter
Imagine walking into your dream home where every appliance is top-of-the-line LG, but without the hefty upfront costs. That’s exactly what LG is making possible in Taiwan as it becomes the first major brand to launch a home appliance rental and care service in the market.
Last October, LG Taiwan unveiled its groundbreaking home appliance rental and care service at Taipei’s Chalet V, showcasing a fresh approach to modern living. The thoughtfully designed venue brought the concept to life through curated living spaces that demonstrated how premium appliances can enhance daily routines without demanding significant upfront investment.
Visitors experienced firsthand the practical benefits of LG’s rental program through an immersive showcase featuring fully-equipped living rooms, kitchens and laundry spaces. The demonstration areas highlighted how renting a complete suite of LG appliances can both upgrade living standards and provide smart financial flexibility for homeowners and renters alike.
Live product demonstrations revealed the real-world advantages of the service, while LG’s professional technicians explained the comprehensive benefits package – including full warranty coverage and scheduled maintenance visits. This hands-on approach gave visitors a clear picture of how the rental service combines premium appliance access with peace of mind through professional support.
The venue featured a home-like showcase area with themed spaces, including living rooms, kitchens and laundry rooms, demonstrating how renting a full suite of LG appliances can significantly reduce expenses while upgrading daily living experiences.
Enhancing the service’s accessibility, LG Taiwan also announced strategic partnerships with key industry leaders, such as Sinyi Realty’s Ecosystem Lead and Taishin Bank. Industry experts and retail leaders gathered to discuss the program’s market impact, including representatives from 486 Shop and SENAO International, alongside financial news anchor Liu Hanchu. The discussion highlighted how this innovative rental model represents a significant shift in consumer access to premium home appliances, offering both financial flexibility and lifestyle enhancement opportunities.
The launch has already generated substantial interest across Taiwan’s home appliance sector, with market analysts noting its potential to reshape industry standards. This pioneering service model could set new benchmarks for consumer accessibility in the home appliance market, reflecting LG’s commitment to innovative solutions that meet evolving consumer needs.
Contributed by LG Taiwan
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