LG Electronics is expanding the supply of its tumbler washer, 'LG My Cup,' from Starbucks and universities to corporations and military bases. The company aims to grow its business-to-business (B2B) revenue model by incorporating display advertising and app reward services.
On September 30, LG Electronics announced that it will hold the 'My Cup Star' event in collaboration with Starbucks Korea from October 1 to 31. Customers using the My Cup at Starbucks locations can enter a drawing for Starbucks e-gift cards and free drink coupons after washing their tumblers three times and submitting their entries through the app.
The supply network is also set to expand. Recently, LG signed a memorandum of understanding with the Seoul Economic Promotion Agency to provide My Cups to companies supported by the agency. Next month, 10 units will be installed at the Air Force base in Osan to support service members in using reusable cups.
Since its official launch in April 2022, LG My Cup has registered over 100,000 users on its dedicated app as of March 2023, with a total of 2.3 million washes recorded. Notably, the average daily usage on university campuses exceeds the overall average by more than 50%, indicating rapid adoption among younger users.
LG Electronics has been broadening its B2B customer base by supplying My Cups to cafes, universities, gyms, public institutions, and corporate offices. Last year, the product was installed in 21 universities in Gyeonggi Province and gradually rolled out to Starbucks locations nationwide.
The product features rotating cleaning wings and uses high-pressure water at 65 degrees Celsius to clean the inside and outside of tumblers, including lids. It offers a quick wash cycle of under 30 seconds, a standard cycle of 4 minutes, and a 9-minute and 50-second cycle with enhanced drying performance.
Looking ahead, LG plans to utilize My Cup displays as advertising media and introduce a reward service that links ad viewing with point accumulation through the app. The strategy aims to expand revenue streams by combining product sales and subscriptions with advertising and partnership initiatives.
Park Sang-wan, head of LG Electronics' My Cup Company, stated, "We will create an environment that facilitates the convenient use of reusable cups through LG My Cup while continuously exploring new B2B business opportunities."
* This article has been translated by AI.
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