[CES2022] "Leading the Advanced Connected Society"... Samsung and LG Focus on the MZ Generation

A Samsung Electronics model is enjoying a video at the portable screen 'The Freestyle' experience zone set up at the Samsung Electronics exhibition hall in the convention center in Las Vegas, USA. (Photo by Samsung Electronics)

[Asia Economy Reporter Jeong Hyunjin] As the MZ generation emerges as a driving force leading the highly connected global society, they are gaining attention at CES2022, the world's largest IT and home appliance exhibition. Samsung Electronics and LG Electronics showcased new products targeting the influential MZ generation at this event presenting next-generation technologies, and designed exhibition spaces with content that this generation can enjoy.

On the 4th (local time), Samsung Electronics unveiled 'The Freestyle,' a portable screen targeting the MZ generation that can be used anywhere. This product weighs 830g and features a design that fits in one hand, allowing 180-degree rotation to project at desired angles on walls, ceilings, floors, and more. It can be used outdoors at travel destinations or campsites without a power plug by connecting via USB-PD or a 50W/20V external battery. Despite its compact size, it offers a screen size of up to 100 inches and 360-degree sound, enabling immersive content viewing similar to a movie theater experience.

Samsung Electronics has formed the 'Future Generation Lab,' mainly composed of employees in their 20s from diverse regions, professions, talents, and cultural backgrounds, to develop products reflecting the tastes of the MZ generation. This team plans and executes brand and product marketing specialized for the younger generation. Through this, Samsung aims to realize its vision of creating new lifestyles for consumers by providing personalized experiences and advanced connectivity.

Screen capture of the metaverse experience space prepared by LG Electronics.

LG Electronics also created spaces for the MZ generation to enjoy through the CES2022 online experience platform. They provided organic light-emitting diode (OLED) game simulations on metaverse platforms such as Zepeto, Roblox, and Animal Crossing. This approach allows users to enjoy games at home and understand the features of self-emissive OLED more enjoyably than listening to technical explanations at the Las Vegas site. Additionally, LG Electronics plans to launch the lifestyle screen 'StanbyMe,' which received great interest from the MZ generation in Korea, in the global market this year.

An official from a domestic electronics industry said, "Since last year, companies have regarded the MZ generation as the core consumers and have been releasing products and services that actively reflect their personalized and digital-based characteristics." He added, "Emphasizing experience and lifestyle this year is ultimately aimed at targeting the MZ generation."

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