LG is turning a pop-up space into something closer to a lived-in drama set, using that familiar Korean home aesthetic as the entry point for its latest Southeast Asia marketing push. The company’s Housewarming by LG program is designed to let visitors experience its home technology inside rooms that feel practical, immersive, and recognizably domestic.
Rather than presenting appliances as isolated products, LG has built the exhibition around everyday movement through a real-house layout. Visitors can move from a terrace to a kitchen and then into a bedroom, with each device shown in a setting that reflects how it would be used at home.
An exhibition built like an actual home
Housewarming by LG is arranged as an immersive showcase that mirrors the structure of a genuine residence. That format helps the company frame its appliances as part of daily routines instead of standard electronics displays.
The approach also fits LG’s view of Southeast Asia, where interest in Korean culture remains strong. By using the atmosphere of a Korean-style home, LG is linking lifestyle appeal with its own home appliance lineup.
Smart living shown in room-by-room use
Inside the demonstration spaces, LG is highlighting its user-friendly Affectionate Intelligence technology. The concept is meant to match local habits while showing how connected home devices can work together in one ecosystem.
In the kitchen area, visitors can try making traditional Korean drinks and food. A smart refrigerator supports that activity with the ability to produce different kinds of distinctive ice.
The living room section shows how air care and cooling can operate together. LG is using an air conditioner and an air purifier to demonstrate stable humidity control and cleaner surrounding air.
The showcase also includes a portable display designed for independent exercise at home. That addition broadens the exhibition beyond kitchen and cleaning appliances, while keeping the focus on everyday home use.
Laundry and clothing care get the same treatment
LG has also dedicated a wardrobe area to clothing care. There, an AI-powered washing machine automatically detects fabric characteristics and weight, while a practical garment care cabinet sits nearby for organizing clothes.
This part of the exhibition is meant to show how modern appliances can simplify clothing management. It reinforces the broader message that connected devices can make a home more efficient without separating technology from daily life.
Korean lifestyle characters shape the story
To present more than one version of modern living, LG is working with two Korean celebrities, SHINee’s Minho and actress Shin Ye Eun. Their spaces are designed to reflect different routines and personalities within the same exhibition concept.
Minho’s area emphasizes outdoor activity and an active, energetic lifestyle. Shin Ye Eun’s space takes a calmer approach, focusing on personal wellness and a style that aligns with younger tastes.
Their involvement helps LG present a more varied picture of how its products could fit into different homes. It also strengthens the connection between technology, lifestyle, and Korean culture that underpins the entire program.
Rolling out across Southeast Asia
The program began in Ho Chi Minh in Vietnam in mid-May 2026, using the company’s interactive space there. Similar showcases are then scheduled to follow in Thailand and Indonesia in June 2026.
LG is extending the same format across multiple markets rather than limiting it to one location. That cross-country rollout is meant to build a consistent brand experience throughout Southeast Asia.
To keep the design and visual storytelling authentic, LG worked with a creative agency specializing in Korean culture. The company will also share the making of the exhibition and on-site moments through a global video platform, expanding access for audiences who cannot visit in person.
Source: www.gadgetdiva.id
