LG Listens Directly to Gen Z Ideas... University Students 'LG Crew' 5th Generation Launch Ceremony

A 34-to-1 Competition, 16 University Students Selected
Six-Month Customer Experience Discovery Project
From Idea Proposals to Joining LG

LG Electronics has selected the university student advisory group 'LG Crew.' The purpose is to communicate with Generation Z, the future customers, and discover new product values.

On the 12th, LG Electronics held the inauguration ceremony for the 5th generation of the Generation Z customer experience advisory group 'LG Crew' at LG Science Park in Magok, Gangseo-gu, Seoul, the company announced on the 13th. Sixteen university students, selected through a competitive ratio of 34 to 1, attended along with Vice President Lee Cheol-bae, head of LG Electronics CX Center, and Kwon Hyuk-jin, head of the LSR Customer Research Institute.

Since 2021, LG Electronics has been operating LG Crew, composed of university students, every year. This is to deeply understand future customers and share insights for customer experience innovation with them. Initially, LG Crew discussions mainly focused on design concepts, but over the years, the topics have gradually expanded to include LG Electronics' products and services that Generation Z encounters in daily life, culture, and activities.

This year, LG Crew is divided into four teams and will carry out innovative customer experience discovery projects in various areas such as Generation Z communication, products, and services over six months together with LG Electronics researchers. LG Electronics plans to support external expert lectures and mentoring to help LG Crew members concretize their ideas. LG Crew will share the results of their projects at the final presentation scheduled for August, when their activities conclude.

On the afternoon of the 12th, LG Crew is taking a commemorative photo at LG Science Park in Magok, Gangseo-gu, Seoul, where the inauguration ceremony was held. Photo by LG Electronics

Last year's LG Crew proposed differentiated services for Generation Z subscription customers, new concept refrigerators desired by Generation Z, and effective ways to promote LG Electronics' experience space 'Ground 220' to Generation Z at the final presentation. There are also cases where LG Crew activities have led to employment at LG Electronics. In fact, three university students who have participated in LG Crew are currently working at LG Electronics. Bae In-ho, who proposed the idea of 'IT (Information Technology) experience for future generations' as a result of LG Crew activities, is currently working as a Generation Z researcher at LG Electronics' LSR Customer Research Institute.

Bae said, "Through LG Crew activities, I was able to broadly experience LG Electronics' business areas and deeply consider things from the customer's perspective, which has been very helpful in my practical work." An official from LG Electronics CX Center, which oversees LG Crew activities, also said, "Many participants wish to join LG Electronics after the activities because they can express vivid opinions and ideas and understand and experience company work."

LG Electronics is conducting various activities, including LG Crew, to communicate and empathize with Generation Z, its future customers. The company operates online communities such as 'Ground 220,' where LG Electronics products can be experienced in daily life; 'Jammy,' a playground for MZ sharing information about laptops and sneakers; and 'Lifezip,' a home lifestyle community. Additionally, it runs an ESG (Environmental, Social, and Governance) academy program annually for university students.

In his welcoming speech at the inauguration ceremony, Vice President Lee said, "Together with LG Crew, we will continuously reinterpret LG Electronics' products and services from the Generation Z perspective and discover new customer experience opportunities."

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