LG Electronics is launching an experiential marketing campaign centered around the Korean-style "housewarming" concept in Southeast Asia. The initiative aims to connect local interest in K-culture with LG's home appliances to expand its premium customer base.
On May 21, LG Electronics announced that it will sequentially roll out the "Housewarming by LG" campaign in three major Southeast Asian countries: Vietnam, Thailand, and Indonesia. The campaign invites local customers to pop-up stores that recreate Korean living culture and daily life, allowing them to experience LG's artificial intelligence (AI) appliances alongside K-lifestyle elements.
The first event kicked off on May 19 at the brand experience space "Another Saigon" in Ho Chi Minh City, Vietnam. The pop-up store is designed to resemble a real home, featuring areas such as an entrance, kitchen, living room, and dressing room. Customers can move through these spaces to experience popular local lifestyles, including learning, beauty, home training, relaxation, and social interaction, all integrated with LG products.
In the kitchen, visitors can use an ice and water dispenser refrigerator to prepare Korean-style drinks and dishes. The living room showcases air conditioning and air purification systems, while the LG StanbyME 2 offers home training and content viewing experiences. The dressing room features the WashTower, which analyzes the weight, dirt level, and fabric type of laundry to provide customized washing and drying, along with the Styler for clothing management.
This event focuses on demonstrating the practical uses of appliances within real-life scenarios rather than merely displaying products. As K-culture consumption, including Korean dramas, music, fashion, and food, continues to grow among young consumers in Southeast Asia, LG Electronics aims to enhance brand intimacy by combining these interests with premium appliance experiences.
Following the launch in Vietnam, LG Electronics plans to open pop-up stores in Thailand and Indonesia. In addition to the offline events, the company will share on-site videos through social media channels like YouTube to expand its online reach.
Previously, LG Electronics garnered attention at the "LG InnoFest 2026 Asia-Pacific" event held in Busan last month, where it created an exhibition space inspired by settings from K-dramas, attracting interest from regional partners and media.
An LG Electronics representative stated, "We will continue to expand customer experience spaces so that overseas customers can naturally experience LG products and lifestyles, feeling the convenience in their daily lives."
* This article has been translated by AI.
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