LG Electronics recently announced the release of its brand heritage video titled 'Life Asks, LG Answers' in Times Square, a global landmark in New York City. The video aims to share the company's goal of creating a 'Zero Labor Home,' which reduces the burden of household chores, allowing customers to focus on more valuable activities at home.
The video highlights LG's journey of innovation in home appliances, addressing everyday inconveniences while showcasing its understanding of customer needs and technological capabilities. It also outlines the company's future vision of expanding into physical AI fields, including AI homes and home robots.
Beginning with the evolution of washing machines, the video features products from the first domestic washing machine, the 'Baekjo Washing Machine (WP-181)' in 1969, to the 'LG TwinWash' and 'LG WashTower.' In response to customer demand for washing different types of laundry simultaneously, LG introduced the TwinWash in 2015, which combines a front-loading washer with a mini washer. In 2020, the company launched the WashTower, an integrated design that enhances space efficiency.
The video also showcases innovations in refrigerators, starting from the 'Eye-Catching Refrigerator' in 1965 to the 'Magic Space' (known internationally as Door-in-Door) that allows users to access frequently used items without opening the entire door, and the 'Knock-On' (known internationally as InstaView) technology that lets users check the contents by tapping on the door. Products featuring Knock-On technology have sold over 5.3 million units since their launch, averaging one unit sold every minute over the past decade.
Additionally, the video presents the evolution of appliance design, from wooden finishes in the 1980s to the 'LG Objet Collection,' which allows customers to choose colors and materials that match their interior decor, as well as built-in appliances and the ultra-premium built-in appliance brand 'SKS.'
The core component technologies that underpin product innovation are also featured. LG's motor technology, which began with the development of a fan motor in 1962, has evolved into the 'Inverter DD Motor' that connects the drum and motor directly, and the 'AI DD Motor' that detects the characteristics of laundry to optimize washing actions. Recently, LG developed the 'LG Actuator,' which serves as a joint for robots, based on its accumulated motor and control technologies.
The video concludes with LG's vision for the future of robotics and physical AI. Since developing the first educational robot in South Korea in 1983, LG has advanced its technology with the introduction of a cleaning robot in 2003 and the 'LG Cloi' service robot in 2018, which performs tasks such as guidance, delivery, and serving. This year, LG unveiled the home robot 'LG CloiD,' presenting a future where home robots lead AI homes. LG plans to gradually realize the Zero Labor Home by expanding its innovations in home appliances to AI homes and home robots.
Starting in Times Square, LG Electronics plans to showcase the video on digital billboards in London's Piccadilly Circus and on major OTT platforms. The video runs for a total of 160 seconds, with a 30-second edited version also available for different media.
Ryu Joo-hyun, head of HS Marketing Communication at LG Electronics, stated, "We will continue to share LG's heritage of innovation and future vision with global customers, delivering differentiated brand value for a better life."
* This article has been translated by AI.
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