LG Electronics Hosts Korean-Style 'Housewarming' in Southeast Asia... Expands Customer Experience with K-Home Appliances

Recreating Living Spaces with LG Appliances
First Pop-up Opens at "Another Saigon" in Ho Chi Minh City

LG Electronics is expanding its customer experience touchpoints in the Southeast Asian market, where there is significant interest in K-culture, by launching a unique marketing campaign inspired by Korea's traditional 'housewarming' culture.

LG Electronics has launched a unique 'housewarming' concept marketing campaign in the Southeast Asia region to expand customer experience touchpoints. The photo shows the living room space of the pop-up store held on the 19th (local time) in Ho Chi Minh City, Vietnam. Photo by LG Electronics

On May 21, LG Electronics announced that it will be running the "Housewarming by LG" campaign in major Southeast Asian countries such as Vietnam, Thailand, and Indonesia. With the growing local interest in Korean culture in mind, the company will set up pop-up stores designed to resemble living spaces where customers can directly experience K-lifestyle and K-home appliances, inviting them to participate.

On May 19, LG Electronics opened a pop-up store at "Another Saigon," its brand experience space in Ho Chi Minh City, Vietnam. Visitors can experience LG’s AI-powered home appliance ecosystem, which is connected to K-lifestyle activities such as running, beauty, socializing, and relaxation, across various spaces including the entrance, kitchen, living room, and dressing room.

For example, in the kitchen, customers can use the ice water purifier refrigerator, which produces various types and sizes of ice such as craft ice, ice cubes, and crushed ice, to make Korean-style drinks and dishes. In the living room, they can manage indoor temperature, humidity, and air quality with air conditioners and air purifiers, and try home training with LG StandbyME 2, experiencing relaxation in daily life. In the dressing room, the AI-powered WashTower and Styler are installed to analyze the weight, contamination, and material of laundry, providing optimized customized washing and drying, allowing visitors to easily manage and style their clothes.

LG Electronics plans to sequentially open additional pop-up stores in Thailand and Indonesia and to expand the customer experience online by releasing vivid videos of the sites through platforms such as YouTube.

LG Electronics aims to increase customer contact points with local customers who are interested in K-lifestyle while also effectively promoting its brand slogan, "Life's Good," which conveys an optimistic message about a better life and future.

Previously, in April, LG Electronics hosted the "LG InnoFest 2026 APAC" new product introduction event in Busan, inviting business partners and media from over 20 countries in the Asia-Pacific region. At this event, the company created an exhibition space inspired by scenes from K-dramas, which received an enthusiastic response from attendees.

An LG Electronics representative said, "We will continue to expand our customer experience spaces so that overseas customers can experience the convenience of LG's products and lifestyle in their everyday lives."

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