LG Introduces K-Lifestyle Experience Across Vietnam, Thailand, and Indonesia — Showcasing How Affectionate Intelligence Enhances Daily Life
LG Electronics (LG) has launched “Housewarming by LG,” a regional experiential marketing campaign that brings Korea’s beloved housewarming culture to consumers across Southeast Asia. The initiative kicked off on May 19 at Another Saigon, a premium experience venue in Ho Chi Minh City, Vietnam, and will expand sequentially to Thailand on June 4 and Indonesia on June 23. Each stop features immersive lifestyle spaces designed to showcase LG home appliances within authentic, real-world living environments.
“Southeast Asia is home to one of the world’s most engaged and vibrant communities for Korean culture,” said Jaeseung Kim, Regional CEO of LG Electronics Asia Pacific. “With Housewarming by LG, we are opening our doors to local consumers, demonstrating firsthand how LG’s Affectionate Intelligence is engineered to truly understand and complement the way people live today.”
Reimagining Korean Lifestyle Trends as a Consumer Experience
Rooted in Korea’s traditional housewarming culture — where guests are welcomed into a home to share in the warmth and rhythm of daily life — this campaign transforms a popular cultural tradition into an interactive brand experience.
Moving beyond the conventional showroom format, LG has created curated residential zones that mirror real-life living spaces. Visitors are invited to explore and interact with products in settings ranging from entryways and kitchens to living rooms and dressing rooms, discovering how LG appliances deliver greater convenience, comfort, and meaningful value to everyday routines.
In the kitchen, attendees can prepare authentic Korean-style drinks and dishes using LG refrigerators equipped with advanced dispensing systems, including Craft Ice™, cubed ice, and crushed ice options. In the living area, LG air conditioners and air purifiers work in harmony to maintain ideal temperature, humidity, and air quality, while the LG StanbyME™ 2 offers a versatile platform for home workouts and leisure. In the dressing zone, the LG WashTower™ leverages AI technology to analyze fabric type, load weight, and soil level for optimized washing and drying performance. Visitors can also test the LG Styler®, designed to simplify clothing care and personal styling with premium results.
Two Distinct Lifestyles, One Shared Vision: Affectionate Intelligence
A core highlight of the campaign is its recognition that there is no single definition of a perfect lifestyle. To reflect this diversity, LG has partnered with prominent K-pop and entertainment personalities MINHO (of SHINee) and Shin Ye Eun, each representing a distinct lifestyle concept that illustrates how LG technology adapts to different ways of living, resting, and moving through life.
- MINHO’s Space embodies an active, social lifestyle centered on movement and meaningful connections. Drawing inspiration from MINHO’s own dynamic lifestyle and Korea’s rising running culture, this space showcases products tailored for energetic, on-the-go individuals who value health and shared experiences.
- Ye Eun’s Space reflects a more personal, aesthetics-driven lifestyle shaped by the principles of K-Wellness and quiet individuality. Aligned with Shin Ye Eun’s refined sensibilities, this environment resonates deeply with millennial and Gen Z consumers across Southeast Asia who embrace Korean cultural trends and prioritize mindful living.
While the two spaces differ in character and design, they share a unified message: LG’s Affectionate Intelligence is built to understand and adapt to the diverse rhythms of modern life, helping every individual live better, every day.
K-Lifestyle as a Bridge for Cultural Connection
Housewarming by LG meets consumers where they are — by leaning into the K-lifestyle sensibilities that audiences across Southeast Asia already know, enjoy, and aspire to. By embedding its technology within familiar cultural narratives, LG creates experiences that feel personal, intuitive, and deeply relevant.
To ensure authentic cultural representation, LG collaborated with SACHUNKI of MACHO, a creative studio renowned for spatial storytelling rooted in Korean culture. This partnership guarantees that every detail of the physical environments carries genuine cultural credibility, seamlessly translating K-lifestyle aesthetics into a cohesive and immersive brand experience.
Extending the Experience Beyond Physical Venues
LG will extend the campaign’s reach through digital channels, releasing exclusive behind-the-scenes content, highlight reels, and feature stories from each pop-up location via its YouTube channel and social media platforms. This digital extension ensures that the Housewarming by LG experience reaches even those unable to attend in person, amplifying its impact across the entire Southeast Asian region.
Strengthening Commitment to Cultural Storytelling
This initiative builds on LG’s growing focus on connecting with global audiences through culturally meaningful experiences. Earlier this year, at LG InnoFest 2026 APAC in Busan — attended by partners and media from over 20 Asia-Pacific markets — LG earned wide acclaim for an exhibition designed around iconic spaces from popular K-dramas. The event demonstrated how Korean cultural storytelling serves as a powerful medium to communicate LG’s innovation and vision for better living.
