LG Electronics is bringing Korean lifestyle culture closer to Southeast Asian consumers through a new experiential campaign called “Housewarming by LG,” which combines smart home technology, K-culture, and AI-powered appliances in immersive real-world spaces.
The campaign launched in Ho Chi Minh City on May 19 and will continue in Thailand on June 4 and Indonesia on June 23. Through the initiative, LG aims to showcase how its “Affectionate Intelligence” platform integrates into modern lifestyles across the region.
LG turns Korean housewarming culture into a smart home experience
Instead of traditional product displays, LG designed the campaign around curated lifestyle spaces inspired by Korean housewarming culture, where guests experience how people live through their homes.
Each venue recreates residential spaces such as kitchens, living rooms, and dressing areas, allowing visitors to interact naturally with LG appliances in everyday scenarios.
In the kitchen zone, guests can prepare Korean-style drinks using LG refrigerators equipped with ice and water dispensers capable of producing Craft Ice, cubed ice, and crushed ice. The living room setup combines LG air conditioners, air purifiers, and the LG StanbyME 2 for entertainment and home workout experiences.
Meanwhile, the dressing room features the LG WashTower and LG Styler, highlighting AI-assisted laundry care and garment management.
K-culture and AI-powered living take center stage
LG structured the campaign around two lifestyle concepts anchored by Korean celebrities MINHO and Shin Ye Eun.
MINHO’s themed space focuses on active living, social routines, and Korea’s growing running culture, while Shin Ye Eun’s setup leans into wellness, personal styling, and aesthetics-driven living popular among younger Southeast Asian consumers.
According to LG, both concepts highlight how its AI-driven ecosystem adapts to different lifestyles rather than offering a one-size-fits-all approach.
LG expands regional focus on experiential marketing
The campaign also reflects LG’s broader push toward culturally driven marketing across Asia-Pacific markets.
Earlier this year, LG showcased K-drama-inspired exhibition spaces during LG InnoFest 2026 APAC in Busan, using Korean pop culture and lifestyle storytelling to demonstrate its connected home technologies.
For “Housewarming by LG,” the company collaborated with creative partner MACHO’s SACHUNKI to ensure the spaces authentically reflected Korean lifestyle aesthetics and spatial design trends.
Digital content and social rollout planned across Southeast Asia
Beyond the physical activations, LG plans to release behind-the-scenes footage and event highlights across its YouTube and social media platforms to extend the campaign’s reach across Southeast Asia.
The initiative arrives as Korean lifestyle trends, wellness routines, and smart home adoption continue gaining traction among consumers in markets such as the Philippines, Vietnam, Thailand, and Indonesia.
By combining K-culture with AI-powered home appliances, LG positions the campaign as both a lifestyle showcase and a regional strategy to strengthen consumer engagement beyond traditional retail environments.
