[Executive Corner] Innovation Partner for Future Mobility
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By News Reporter
LG Brings Xbox Cloud Gaming Experience to its Newly Launching Gaming Portal
Las Vegas, Jan. 6, 2025 — LG Electronics (LG) has announced a partnership with Xbox, providing players access to hundreds of games with the Xbox app on LG Smart TVs. Owners of LG’s latest Smart TVs1 will be able to effortlessly discover and play a wide selection of PC and console games from industry-leading partners, and soon Xbox, through the new Gaming Portal.2 This versatile, gaming centric hub is designed as an all-in-one solution for seamless navigation and personalized gaming, both for the latest AAA games and casual webOS app games.
For gaming enthusiasts, LG Smart TV users can soon explore the Gaming Portal for direct access to hundreds of games with Xbox Game Pass Ultimate, including popular titles like Call of Duty®: BlackOps 6, and highly anticipated releases like Avowed. With Game Pass Ultimate, players will also be able to stream a catalog of select Xbox games they own such as NBA 2K25 or Hogwarts Legacy.
“We are thrilled to announce the partnership with Xbox, which aims to enrich the gaming experience on LG Smart TVs with a broader selection of popular games,” said Chris Jo, senior vice president of platform business at the LG Media Entertainment Solution Company. “The Gaming Portal will provide users with a seamless, convenient and exciting way to enhance the gaming experience on LG Smart TVs.”
“Our partnership with LG will help players easily discover and play games through the new Gaming Portal on LG Smart TVs,” said Lori Wright, Corporate Vice President of Xbox. “We’re fortunate to have a great partner in LG who will bring Xbox Cloud Gaming to more players, letting new and longtime Xbox’ers find their favorite games and play with friends across screens.”
Powered by webOS and easily accessible from the Home Screen, the Gaming Portal’s intuitive interface ensures that users can effortlessly discover and enjoy their favorite games with ease. LG’s Gaming Portal provides a comprehensive overview with an app list that includes cloud gaming apps, webOS app games playable with the remote controller, recently played titles, the top 10 most popular games, editor’s picks, and other tailored, user-friendly gaming experiences.
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1 Service and country availability will be announced at a later date.
2 Gaming Portal availability can vary per TV model.
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By News Reporter
The heating, ventilation and air conditioning (HVAC) industry is undergoing a significant transformation, shifting towards AI-driven solutions, clean technology and highly-efficient systems tailored to diverse regional needs. Embracing this shift, LG is leveraging its outstanding core technologies, AI and intimate knowledge of different industries to deliver HVAC solutions for a smarter, more efficient future.
LG’s dynamic HVAC business continues to expand its market presence and capabilities, investing heavily in R&D to develop innovative technologies for a new generation of eco-responsible temperature control and air quality systems. Over the past three years, it has achieved double-digit annual sales growth, making it one of LG’s fastest-growing concerns and an important driver of the company’s substantial and ongoing success in the B2B sector.
LG offers a comprehensive lineup of HVAC solutions optimized for a wide range of spaces, including residential, public, commercial and industrial. Its portfolio features large-capacity chillers – which are rapidly becoming the preferred choice for AI data centers where advanced and reliable heat management is essential – as well as an array of commercial and residential air conditioning systems. Utilizing cutting-edge technologies such as high-efficiency heat pumps, LG’s HVAC products provide outstanding cooling and heating performance and are widely acknowledged as effective electrification solutions suitable for replacing traditional fossil-fuel-driven systems.
In recognition of its efforts to lessen the environmental impacts of its HVAC solutions, LG has been named the “Most Sustainable Brand” in the HVAC category by Green Builder Media, a respected North American media outlet focusing on eco-friendly construction. In the U.S. and other countries, the company has created “locally self-sufficient operation systems” that encompass all key HVAC business functions – from R&D to maintenance and repair – and are tailored to local needs.
LG is also strongly committed to delivering dependable, energy-efficient heat pump solutions for regions affected by unrelentingly low temperatures. To this end, the company has established a global consortium focused on R&D for cold-climate heat pumps with bases currently operating in Alaska (U.S.), Oslo (Norway) and Harbin (China) – all places that endure frigid winter conditions.
Last September, LG hosted the first-ever meeting of the Global Heat Pump Consortium in Seoul, South Korea, where LG’s HVAC experts and academic partners gathered to discuss the collaborative projects being undertaken by each of the consortium’s regional clusters. In addition to the consortium’s R&D labs, LG operates five Air Solution Research Centers (with locations in South Korea, North America, Europe and India) and runs a total of 62 HVAC academics across 43 countries. These academies, which train over 30,000 engineers annually, are helping to support the global adoption of the company’s advanced HVAC technologies.
LG’s competitive edge in HVAC is driven by its unmatched “Core-Tech” capabilities. By developing essential components like compressors and motors in-house, LG strives to ensure that all of its products deliver the first-class reliability and efficiency that its customers have come to expect. Its oil-free centrifugal chillers incorporate LG-designed magnetic bearings, impellers, compressors and heat exchangers. These chillers also leverage LG’s highly evolved AI Engine to enable predictive control and to ensure outstanding stability and performance. LG’s AI Engine even provides intelligent surge prevention, a feature that is critical for data centers, where any interruption in operation can potentially mean inconvenience for millions.
With a solid foundation of R&D, a proven track record of innovation and a commitment to sustainability-focused design and management, LG continues to reinforce its reputation as the global leader in HVAC. From pioneering a new generation of data center cooling solutions to advancing high-efficiency heat pump technologies for harsh climates, the company is doing all that it can to help usher in a smarter, more efficient future.
By James Lee, President of LG Electronics ES Company
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By News Reporter
Company Leverages Its Latest AI-driven Innovations to
Expand the Definition of Space Experience
SEOUL, Jan. 2, 2025 — LG Electronics (LG) is showcasing an innovative, new solution that extends the convenience and comfort of the LG AI Home into mobility spaces at CES 2025. The “Lifestyle Solution for Mobility” concept vehicle, on display at the company’s booth, introduces the LG Mobility Experience (MX) platform. This groundbreaking mobility space solution integrates a full suite of LG’s smart life solutions to create a seamless connection between mobility and the AI Home, offering entirely new lifestyle experiences.
LG’s MX platform expands the definition of home solutions, creating a new type of multifaceted, multipurpose space. Using a modular package system, the platform integrates LG’s innovative appliance hardware and AI technologies to transform the vehicle cabin into an adaptable environment. This space can function as an extension of the home, a private media lounge or a creative studio, unlocking a raft of exciting “Space-as-an-Experience” opportunities for potential customers.
The MX platform aligns with prevailing auto industry trends and customer preferences, which are shifting away from traditional notions of transportation and towards the idea of vehicles as a personalized lifestyle space. The platform offers a tailored lifestyle experience where the latest products, AI solutions and services synergize to support superior user comfort and convenience.
The MX platform features a dual-cabin design: a front driver’s cabin and a rear customizable experience space. Users can configure this versatile space in a variety of different ways, such as dividing it into multifunctional zones or converting it into a hyper-personalized lifestyle spaces complete like a creator studio, business lounge or separate zones for relaxation and hobbies. The modular design makes it possible to equip the rear cabin with various appliances, enabling users to select combinations that meet their particular needs and preferences. LG plans to offer the MX platform as a subscription service, making it accessible to a broader audience.
Powered by LG’s AI Home solution, ThinQ ON, the MX platform lets users tailor conditions inside the vehicle and enjoy helpful lifestyle services such as daily schedule management and information briefings. Additional services from external providers – including food and beverage order, laundry and hotel booking – can be integrated to further expand and enrich the user experience.
Visitors to LG’s booth at CES 2025 can explore the MX platform in the “Lifestyle Solution for Mobility” experience space. This will showcase highly-customizable space solutions and mobility lifestyle solutions, featuring LG’s state-of-the-art appliances and Internet of Things devices. It will offer a compelling preview of the future of mobility and connected hybrid living spaces.
“The innovative MX platform, based on the concept of ‘Space-as-an-Experience,’ leverages LG’s strength in appliances and AI Home technology to present a new direction for mobility experiences,” said Lyu Jae-cheol, president of the LG Home Appliance Solution Company. “Pursuing our Zero Labor Home vision, we will continue to connect and expand customer experiences across all aspects of daily life.”
Visitors to CES 2025 from January 7-10 can experience all of LG’s latest innovations, including the MX platform, at the company’s booth (#15004, Las Vegas Convention Center).
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By News Reporter
Company Enhances Smart Home Connectivity With Open API
SEOUL, Dec. 17, 2024 — LG Electronics (LG) has fully opened the Application Programming Interface (API) of its smart home platform, LG ThinQ, enabling developers to easily create smart spaces with LG appliances.
Recently, LG launched the LG Smart Solution API Developer website (
link hidden, please login to view) to officially open up the LG ThinQ API. An API acts as a digital connector that allows different software to exchange functions seamlessly. Developers can utilize the open API to integrate various features from LG AI appliances into their programs or systems, enhancing their services. The LG ThinQ API is divided into two categories: the ThinQ API for individual users and the ThinQ Business API for corporate partners. The ThinQ API allows for remote control of LG devices installed in homes or buildings and facilitates integration with various platforms.
For individual users, the ThinQ API supports the control and monitoring of AI appliances registered in the LG ThinQ app from various smart home platforms. By utilizing the ThinQ API, anyone can easily create a customized smart home that fits their lifestyle. For example, users of the global smart home platform Home Assistant can now connect and control 26 types of LG AI appliances, including refrigerators and washing machines, within their existing smart home environment. Home Assistant is a community-based open platform with about one million users worldwide who collaboratively develop various smart home functions such as device automation and feature expansion.
For enterprises, the ThinQ Business API supports partners operating office or residential buildings in integrating and managing various LG products, from appliances to commercial equipment like HVAC and signage, with their existing apps. For instance, large residential buildings can integrate LG appliances with their existing management apps for more convenient use. Residents can reserve the use of LG washers and dryers in common areas through the building management app, or administrators can detect abnormal conditions in the building using LG’s temperature and humidity sensors and quickly respond to issues through alert functions.
Meanwhile, LG has accelerated the integration of external products and services into the LG ThinQ platform by acquiring the smart home platform company Athom, known for its extensive IoT device connectivity. Athom’s smart home hub Homey currently connects over 50,000 types of appliances and IoT devices, and the Athom app store features around 1,000 apps that connect and control products and services from global brands like Philips and Aqara. LG plans to integrate Athom’s extensive open ecosystem and IoT device connectivity into the AI home hub LG ThinQ On, aiming to realize an AI home where generative AI better understands customers and provides optimal space solutions.
“With the official launch of ThinQ AI, we aim to deepen engagement with open-source community smart home power users in the open-source community and broaden our collaboration with B2B partners. This initiative will bolster our efforts to create smart home ecosystems powered by LG appliances, enhancing customer experiences across multiple touchpoints,” said Kim Kun-woo, vice president of LG’s Home Appliance Solution Company.
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* The main image is demonstrating potential use of the LG ThinQ API. Actual use may vary.
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By News Reporter
Strategic Restructuring to Enhance Synergy and Drive Growth in Key Business Areas
SEOUL, Nov. 21, 2024 — LG Electronics (LG) today announced a series of organizational changes and executive appointments following the approval of its board of directors. This restructuring aims to accelerate the company’s mid- to long-term strategy, “Future Vision 2030,” by enhancing inter-organizational synergy and innovating its business portfolio.
The restructuring focuses on regrouping LG’s business operation units* to maximize the potential of existing businesses, strengthen platform-based service operations, accelerate B2B initiatives and secure new growth engines in promising sectors. These changes are designed to enhance efficiency through the strategic selection and concentration of capabilities, thereby creating greater synergy between businesses and bolstering future competitiveness.
To spearhead this transformation, LG has appointed skilled individuals with exceptional expertise, emphasizing the enhancement of the company’s long-term competitiveness through the development of high-performing organizations.
Key Changes in Business Structure
A new Company will be established to bolster the growth of the heating, ventilation and air conditioning (HVAC) business, a crucial component of LG’s B2B acceleration strategy. The Overseas Sales & Marketing Company will now function as the overseas B2B control tower. Additionally, display-based operations – including TVs, monitors and signage – will be integrated to foster synergies and expand platform-based service businesses. New growth engines will be strategically relocated to Companies with greater business relevance, ensuring more stable support and creating synergies across business areas.
All four Companies will now incorporate “Solution” in their names, reflecting LG’s evolution into a Smart Life Solution provider that connects and enhances customer experiences across various environments, including homes, commercial spaces, mobility and virtual platforms.
Restructuring of Companies
LG has restructured its four Companies into the Home Appliance Solution (HS) Company, the Media Entertainment Solution (MS) Company, the Vehicle Solution (VS) Company and the Eco Solution (ES) Company. This reorganization redefines their roles and identities within LG.
The H&A Company will be renamed HS Company to align with its vision of “Zero Labor Home, Makes Quality Time.” To support this vision, LG will move the Platform Business Center – responsible for the planning, development and operation of LG ThinQ – directly under HS Company. This strategic realignment aims to establish HS Company as a leader in AI solutions across diverse spaces, including homes, commercial areas and vehicles, effectively addressing customer needs outside traditional home settings. Furthermore, HS Company will incorporate the Robot Business Division from the BS Company to integrate core robot technologies into its home robot solutions. Lyu Jae-cheol will continue to lead HS Company.
The HE Company will change its name to MS Company to align with its goal of becoming a media and entertainment platform powerhouse. It will integrate the Information Display business and Information Technology business from the BS Company with its TV business to create synergies in hardware and platform operations. Park Hyoung-sei will continue to lead the MS Company, driving its transformation into a media and entertainment platform.
The MS Company will accelerate the expansion of platform-based service business areas by broadening the application of webOS, which was primarily used in smart TVs, to monitors, signage and in-vehicle infotainment systems. webOS will evolve into an integrated content and services platform for both indoor and outdoor use, enhancing competitiveness through synergy and improved business structure.
The VS Company will clarify its role by changing its name from Vehicle component Solutions Company to Vehicle Solution Company, emphasizing its commitment to providing innovative solutions across the entire automotive ecosystem. Eun Seok-hyun will continue to lead the company.
The ES Company has been newly established. The HVAC business, previously part of the H&A Company and a significant contributor to LG’s B2B growth, will now operate as a standalone entity under the ES Company. Lee Jae-sung, the current head of the Air Solution Business Division, will lead the ES Company, ensuring continuity in the HVAC business and maintaining its strategic direction.
Given the project-based nature of the HVAC business and the specific characteristics of the market and its customers, LG has determined that operating it as an independent Company will maximize future competitiveness and growth potential. With the establishment of the ES Company, LG aims to position itself as a global leader in comprehensive air solutions.
Additionally, the ES Company will assume responsibility for the electric vehicle charging business from the BS Company and play a pivotal role in driving B2B growth within the clean tech sector, one of LG’s key future growth engines.
Meanwhile, to enhance the competitiveness of overseas B2B operations, LG will establish the B2B Business Capability Enhancement Division under the Overseas Sales & Marketing Company.
The Chief Strategy Office (CSO), acting as LG’s future strategy control tower, will also oversee AI acceleration and respond to global AI developments. The Chief Digital Office, previously responsible for digital transformation, will be reorganized into the DX Center and transferred directly under the CSO. The DX Center will focus on driving business performance through generative AI technologies and will be led by Cho Jung-bum.
The executive appointments emphasize the selection of diverse talents with proven expertise in sales, services and R&D. Jung Pil-won, currently leading the TV Overseas Sales & Marketing Group, has been appointed as the MEA Region Representative, recognizing his extensive experience in overseas sales management and his deep understanding of the Middle Eastern and African markets. Additionally, Kim Jung-ho, Kim Yoo-seon and Choi Jung-won, who head the subsidiaries in Saudi Arabia, Poland and Malaysia respectively, have been promoted to executive positions in acknowledgment of their significant contributions to business growth.
All appointments are effective December 1, with promotions taking effect on January 1.
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* LG’s major business operation units are called “Companies.”
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