LG Electronics has launched the LG customer heritage campaign, a global program connecting the company’s history of home appliance innovation with customer stories and everyday needs. The campaign began with an October 14 screening of the “Life Asks, LG Answers” heritage film in New York’s Times Square and is set to roll out through short-form videos, a dedicated microsite, media outreach and customer participation programs across key regions.
The company announced the campaign from Seoul on October 22, 2026. LG said the initiative presents its heritage not only as a record of past products, but as an ongoing story of innovations developed in response to changing customer needs.
From everyday needs to product features
At the center of the LG customer heritage campaign is the “Life Asks, LG Answers” film. According to LG, the film follows how the company has addressed practical questions arising from everyday life, rather than simply presenting a chronological product history.
The company cites LG TWINWash™ as an example. LG said the laundry system was developed in response to customers who wanted to wash separate loads at the same time. It also points to LG InstaView™, which allows users to see inside a refrigerator without opening the door.
LG said it will engage customers through online and offline channels as the campaign expands globally. A further screening is planned for London’s Piccadilly Circus, although the source does not provide a date for that event.
Customer stories from Latin America
The campaign’s regional participation efforts include “My Life with LG,” which launched in Mexico, Colombia and Peru. The initiative invited customers to submit photos and personal stories about LG appliances they had owned and used for many years.
According to LG, submissions included products passed down through generations and appliances connected with important family milestones. Selected stories were developed into digital and media content. The company said these stories illustrate the lasting relationships customers have built with its products over time.
Following its Latin American rollout, LG plans to extend “My Life with LG” to select markets in the Middle East. The company said the expansion will invite more customers to share their experiences of using LG appliances over the years. The release does not identify the specific Middle Eastern markets or provide participation dates and mechanics.
Linking heritage with future products
LG said the LG customer heritage campaign also reflects its approach to developing future home solutions. The company plans to combine its expertise in home appliances and core technologies with AI appliances and home robotics as it works on new responses to changing customer needs.
Baek Seung-tae, president of the LG Home Appliance Solution Company, said the company’s “decades-long commitment to innovation has earned the enduring trust of our customers.” He added that LG would continue finding answers to evolving needs and shaping the future of the home.
More information about “Life Asks, LG Answers” and LG’s heritage of customer-inspired innovation is available through LG’s company-history website. The campaign’s announced activities currently cover the global film and video rollout, the Times Square screening, the planned London screening and regional customer participation programs in Latin America and selected Middle Eastern markets.
Photo credits: LG PHILIPPINES
