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LG Uses K-Culture to Boost Appliances, Aims for 10% Growth with AI

LG Uses K-Culture to Boost Appliances, Aims for 10% Growth with AI

Khaosod•Economy•9d ago

Reader Briefing

LG is integrating K-Culture and AI into its home appliance strategy, targeting 10% growth to 18 billion baht in 2026 by focusing on personalized user experiences and an expanded product ecosystem.

  • •LG Thailand is launching new campaigns, '집들이 by LG' and 'LG House of AI x K-Culture', leveraging Korean culture to boost its home appliance market.
  • •The company aims for 10% revenue growth in 2026, reaching 18 billion baht, by expanding AI technology across all product lines and enhancing the LG ThinQ AI Ecosystem.
  • •This strategy focuses on 'Affectionate Intelligence', AI that learns user behavior to create personalized experiences, with Thailand being a key strategic market in Asia.
  • •LG is excited about the potential of 'K-Tech' marketing, connecting Korean technology with Thai consumer lifestyles, supported by events and celebrity endorsements.

Overview

  • •LG announced its strategy to integrate K-Culture and AI across its home appliance product line in Thailand.
  • •Thailand has been identified as one of three strategic markets in Asia for LG's new marketing initiatives.
  • •LG launched the campaigns “집들이 by LG” and “LG House of AI x K-Culture” to create smart home experiences.
  • •The company aims to elevate brand perception and stimulate purchasing decisions by connecting AI technology with the K-Culture trend.
  • •LG maintains its revenue target for 2026 (2026) at 18,000 million baht, projecting a 10% growth from the previous year.
  • •Currently, over 95% of LG's TV portfolio features AI systems, with AI also integrated into ~30% of air conditioners and over 20 models of washing machines.
  • •LG aims to expand AI technology to cover all products in the future, aligning with the 'Zero Labor Home' vision.
  • •The '집들이 by LG' campaign launch event is being held at CentralWorld, Bangkok, from June 4-9, featuring K-Pop artists like Shin Ye-eun and Minho (SHINee).

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Key Quotes

Mr. Song Han
"LG's perspective on AI is that it must be AI that truly works in daily life, capable of taking care of and facilitating users in accordance with each person's lifestyle."
AI ในมุมมองของ LG ต้องเป็น AI ที่ทำงานจริงในชีวิตประจำวัน สามารถดูแลและอำนวยความสะดวกให้ผู้ใช้งานได้อย่างสอดคล้องกับวิถีชีวิตของแต่ละคน
Mr. Amnat
"Thailand is a market strongly connected with K-Culture, whether it's K-Pop, K-Drama, K-Food, or K-Beauty, making it easier for K-Tech or Korean technology to reach consumers."
ประเทศไทยเป็นตลาดที่มีความเชื่อมโยงกับ K-Culture อย่างแข็งแกร่ง ไม่ว่าจะเป็น K-Pop, K-Drama, K-Food หรือ K-Beauty ทำให้การต่อยอดสู่ K-Tech หรือเทคโนโลยีจากเกาหลีสามารถเข้าถึงผู้บริโภคได้ง่ายขึ้น
Mr. Amnat
"LG maintains its revenue target for 2026 at 18,000 million baht, or approximately 10% growth from the previous year."
แอลจียังคงเป้าหมายรายได้ปี 2026 ไว้ที่ 18,000 ล้านบาท หรือเติบโตประมาณ 10% จากปีก่อน

Key Entities

Organization

LG(แอลจี)ℹ️
A global electronics company implementing a new marketing strategy in Thailand focusing on K-Culture and AI technology for its home appliances.

Place

South Korea(เกาหลีใต้)ℹ️
The country of origin providing strategic investment and technological inspiration for LG's initiatives in Thailand.
Thailand(ไทย)ℹ️
A key strategic market in Asia targeted by LG for its K-Culture and AI-driven home appliance campaigns.
CentralWorld(ศูนย์การค้าเซ็นทรัลเวิลด์)ℹ️
The shopping mall in Bangkok hosting LG's '집들이 by LG' campaign launch event from June 4-9.

Person

Mr. Song Han(นายซองฮัน)
An individual quoted in the article discussing LG's perspective on practical, life-enhancing AI.
Mr. Amnat(นายอำนาจ)
A key spokesperson for LG in Thailand, discussing the company's marketing strategies, K-Culture integration, and financial targets.
Shin Ye-eun(ชิน เยอึน)ℹ️
A famous Korean artist participating in LG's '집들이 by LG' campaign events in Bangkok.
Minho (SHINee)(มินโฮ (SHINee))ℹ️
A famous Korean artist from the group SHINee participating in LG's '집들이 by LG' campaign events in Bangkok.

Policy

LG ThinQ AI Ecosystem
LG's interconnected smart home system designed to link household appliances and create seamless, personalized user experiences through AI.
Affectionate Intelligence
LG's core concept for AI, emphasizing its ability to learn user behavior and preferences to provide personalized assistance.
Zero Labor Home
LG's long-term vision for a future home where AI manages daily chores, reducing the burden on residents.

Concept

K-Tech
A term used to describe Korean technology, which LG aims to integrate with K-Culture to reach Thai consumers.