Reasons for the Slow Domestic Release of LG Electronic Mask...

Launched in Over 10 Asian and Middle Eastern Countries
Must Pay 150,000 Won More for Overseas Direct Purchase
Government Safety Management Standards Near Completion... Expected to Launch After Securing These Standards

1st Generation Electronic Mask Released by LG Electronics
[Photo by LG Electronics]

[Asia Economy Reporter Kim Heung-soon] LG Electronics launched its self-developed electronic mask in the market last July. The product name is 'LG PuriCare Wearable Air Purifier.' It was released in about 10 countries mainly in Asia and the Middle East, but it was not sold in Korea. Recently, the second-generation product, which is lighter than the first generation and equipped with a built-in microphone and speaker, was released, but domestic consumers have no other way to purchase it except for overseas direct purchase (direct import). When purchased through direct import, this product, priced at around 180,000 KRW, carries an additional premium of up to 150,000 KRW including shipping fees.

According to the industry on the 10th, LG Electronics has planned to launch the electronic mask domestically within this year but has not specified a concrete timeline. The company intends to officially introduce it after securing safety management standards from a nationally accredited institution. An LG Electronics official explained, "This is considering the domestic consumers' expectations and product reliability for quarantine items that closely contact the human body."

The second-generation LG Electronics mask was released last month. Its weight was reduced to 94g (excluding accessories), lighter than before, and it features a built-in microphone and speaker inside the product, allowing users to communicate smoothly with others without lowering the mask or raising their voice. The new product has started sales in Southeast Asian regions such as Thailand, Vietnam, and Indonesia.

Domestically, the second-generation product recently obtained radio certification from the National Radio Research Agency. This certification is a mandatory procedure for manufacturing and selling electronic devices that use mobile communication networks. LG Electronics also expects that the release decision will depend on the establishment of the 'Safety Management Standards for Life-Attached Converged New Technology Products' promoted by the National Institute of Technology and Standards under the Ministry of Trade, Industry and Energy and the Ministry of Food and Drug Safety.

The industry anticipates that the relevant standards will be established soon. Recently, with global market expansion in mind, the product registration with the U.S. Food and Drug Administration (FDA) has also been completed. The mask received the 'QKR code,' which corresponds to the highest grade among mask standards for U.S. exports.

Despite these movements, LG Electronics remains cautious about the domestic launch. An industry insider said, "Since electronic masks are more expensive than regular masks, the domestic launch is expected to proceed after thoroughly reviewing marketability."

This content was produced with the assistance of AI translation services.