LG leads smart life revolution in Hong Kong: Yuri Han
- Globally LG has evolved into a 'smart life solution company', driven by optimism and innovation, with a focus on integrating smart tech into everyday life
- The brand repositioning around smarter, greener solutions aligns well with the city’s fast-paced, increasingly sustainable lifestyle, says Yuri Han, managing director of LG Electronics Hong Kong
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LG Electronics (LG), the South Korean conglomerate, has transformed its identity from a manufacturer of home appliances and consumer electronics to a catalyst for a smarter and more sustainable way of life with a new brand proposition.
Launched globally as 'Life's Good with Optimism', LG's redefined brand is now driven by a vision to embed itself more deeply in the everyday lives of its consumers by approaching life with optimism through technology that promises not just performance but a truly transformative experience.
A new visual identity
In line with the new brand identity, LG launched a dynamic new visual identity this year, which has been enthusiastically received here in Hong Kong. The playful, interactive elements of the brand symbol and the fresh shade of active red in the logo refresh LG's image, injecting energy and modernity into the brand perception.
These changes are not superficial but are designed to visually reinforce the brand's evolution from traditional electronics to a broader, more integrated technology entity.
"With a strong, consistent brand strategy, we can better communicate our value proposition and unique identity that harmoniously blends innovation and warmth," said Yuri Han, managing director of LG Electronics Hong Kong.
"By implementing the new brand strategy, LG aims to become an iconic brand that resonates with consumers across generations and geographies."
The drive for a smarter lifestyle
LG's strategy is to combine advanced technology with user-centric innovation. It's not just about keeping up with a rapidly changing technology landscape - it's about setting the pace.
"The strategy of repositioning our brand around comprehensive, smart solutions fits perfectly with Hong Kong's fast-paced, efficiency-driven lifestyle. Here, smart home devices and IoT solutions are not just a convenience - they are a necessity," explains Han.
This commitment is exemplified by innovative products such as the LG OLED TV, which has been the world's number one OLED TV for 11 years, LG ThinQ smart home apps, Styler clothing care solutions and the AeroTower air purifying fan.
In Hong Kong, LG has established itself as the market leader with its OLED TV, ThinQ smart home apps, Styler clothing care solutions and AeroTower air purifying fan. In addition, the AI-powered Inverted Direct Drive Motor in the Combo Washer & Dryer further strengthens LG's market dominance in the city.
As well as strengthening its leadership in the hotel TV market with the world's first commercial TVs to support Apple AirPlay technology for hotels, LG has also been refining its smart home solutions.
The ThinQ platform features AI technology that enhances convenience, efficiency and control. LG ThinQ smart apps offer a wealth of smart features such as Out of Home Control, Smart Notice, Smart Diagnosis and Smart Routines, providing unparalleled convenience and control over the home environment.
With an emphasis on personalised, stylish yet functional home appliances, the LG Objet Collection is designed to meet the growing demand for elegant and contemporary appliances that blend seamlessly into any modern home interior.
And a more sustainable lifestyle
In line with Hong Kong's sustainability trends, LG is deepening its commitment to decarbonisation and plastic waste reduction through its smart home solutions.
According to Han, LG's 2024 OLED evo TVs have received certifications for CO2 reduction and measurement from the Carbon Trust and an Environmentally Evaluated Mark from SGS, marking four years of recognition for LG's ESG efforts.
LG also prioritises energy efficiency in its product design and has received a Grade 1 Energy Label from EMSD for the majority of its home appliance products, reinforcing its commitment to sustainability.
Revamping the customer experience
LG's shift in strategy is also evident in its direct customer engagement. The LG Pra.L Pop-Up Store and 'Trial and Buy' programme is a case in point.
Representing a new approach to customer engagement that seamlessly blends physical and digital experiences, the programme is tailored to Hong Kong consumers who value innovation and personalised service.
This approach reflects a broader trend towards experiential marketing that emphasises a seamless customer experience at every touchpoint.
Positioning LG in the premium segment
To target the high-end market in Hong Kong, LG has cleverly aligned itself with luxury brands such as Maserati and BoConcept, creating a lifestyle aura around its products.
These collaborations are not just about co-branding; they are a strategic effort to elevate consumers' perception of LG from a reliable electronics brand to a luxurious lifestyle enhancer.
The integration of art and digital technology, such as showcasing OLED TVs as digital canvases at art festivals, further positions LG as a brand that combines technological innovation with aesthetic appreciation, appealing to a discerning consumer base that values both functionality and design.
Positioning LG in the premium segment
To target the high-end market in Hong Kong, LG has cleverly aligned itself with luxury brands such as Maserati and BoConcept, creating a lifestyle aura around its products.
These collaborations are not just about co-branding; they are a strategic effort to elevate consumers' perception of LG from a reliable electronics brand to a luxurious lifestyle enhancer.
The integration of art and digital technology, such as showcasing OLED TVs as digital canvases at art festivals, further positions LG as a brand that combines technological innovation with aesthetic appreciation, appealing to a discerning consumer base that values both functionality and design.
Optimism as the cornerstone
The theme of LG's 2024 brand campaign, 'Optimism', is particularly relevant in the post-pandemic era.
LG encourages a 'bold optimist' mindset, highlighting the role of technology in enabling a better life even in challenging times. This philosophy strikes a chord in Hong Kong, a city well versed in overcoming adversity and embracing challenges.
The campaign promotes an optimistic view of technology as a life-enhancing tool, not just a functional necessity. It shows how LG's innovations can streamline everyday challenges, enabling a more enjoyable and efficient lifestyle that resonates with the city's progressive residents.
"Optimism is not just hoping for the best, but actively shaping a better future with the tools we have. At LG, we believe our technology can be that catalyst in everyone's life," says Han.
LG's future in Hong Kong
LG's commitment to innovation, sustainability, customer centricity and a refreshed brand identity will strengthen its market presence in Hong Kong and redefine what consumers expect from technology.
By focusing on smart life solutions that meet the nuanced needs of modern lifestyles, LG is poised to usher in a new era of consumer electronics characterised by intelligence, integration and, above all, an optimistic outlook on life.
This bold shift reflects a broader trend in consumer electronics, where the future isn't just about products, but about creating ecosystems that fundamentally change the way we live, work and play.
For LG, the message is clear: technology should bring joy, ease and optimism, and this is what 'Life's Good' promises in its new avatar.